Pine Labs is a large-scale fintech platform where clarity in complex product communication directly affects adoption. The business tension was that sophisticated product flows were losing people when the explanation did not match the complexity.
Pine Labs is a large-scale fintech platform where clarity in complex product communication directly affects adoption. The business tension was that sophisticated product flows were losing people when the explanation did not match the complexity.
Client
Pine Labs
Client
Pine Labs
Timeline
2 Weeks
Timeline
2 Weeks
Role
Communication Designer
Role
Communication Designer
Year
2025-26
Year
2025-26
Collaborators
Snehodeep Ghosh, Sourav Chanda
Collaborators
Snehodeep Ghosh, Sourav Chanda
What Did I Do?
What Did I Do?
Research
Research
Rough Frame Sketches
Rough Frame Sketches
High-fidelity Frames
High-fidelity Frames
Scalable Design
Scalable Design
Research
Rough Frame Sketches
High-fidelity Frames
Scalable Design
Strategy
Strategy
Design
Design
Moodboarding
Moodboarding
Animation Ready Assets
Animation Ready Assets
Strategy
Design
Moodboarding
Animation Ready Assets
OVERVIEW
OVERVIEW
A Fintech Platform Where Clarity Directly Affected Adoption
A Fintech Platform Where Clarity Directly Affected Adoption
Pine Labs is one of India’s most established fintech platforms, trusted by merchants for smart POS terminals, online payment gateways, and prepaid card services. The work sat inside a real business tension: when product communication was unclear, users dropped out before they understood the value.
Pine Labs is one of India’s most established fintech platforms, trusted by merchants for smart POS terminals, online payment gateways, and prepaid card services. The work sat inside a real business tension: when product communication was unclear, users dropped out before they understood the value.
THE REAL PROBLEM
THE REAL PROBLEM
Complex Flows. Unclear Next Steps.
Complex Flows. Unclear Next Steps.
The friction showed up in complex product flows where users had to understand steps, terms, and value at the same time. Pine Labs had the assets and a strong brand, but the content around Expense Management and ScanR was not making the next action clear enough, which contributed to drop-offs and slower adoption.
The friction showed up in complex product flows where users had to understand steps, terms, and value at the same time. Pine Labs had the assets and a strong brand, but the content around Expense Management and ScanR was not making the next action clear enough, which contributed to drop-offs and slower adoption.
The friction point: users had to understand steps, terms, and value at the same time before they could move forward confidently.
The friction point: users had to understand steps, terms, and value at the same time before they could move forward confidently.
WHY THE OBVIOUS FIX DID NOT WORK
WHY THE OBVIOUS FIX DID NOT WORK
Compliance Left No Room For Loose Simplification.
Compliance Left No Room For Loose Simplification.
This could not be solved by simply shortening the copy or making the screens feel lighter. Fintech language has compliance, legal, and product-accuracy constraints, so every simplification still had to preserve meaning, sequence, and trust.
This could not be solved by simply shortening the copy or making the screens feel lighter. Fintech language has compliance, legal, and product-accuracy constraints, so every simplification still had to preserve meaning, sequence, and trust.
APPROACH 1
APPROACH 1
Research And Flow Mapping
Research And Flow Mapping
So we mapped where the product story became unclear, then rebuilt the sequence around what users needed to understand first.
So we mapped where the product story became unclear, then rebuilt the sequence around what users needed to understand first.
APPROACH 2
APPROACH 2
ONE DECISION
ONE DECISION
The Expense Management flow was the clearest turning point: early versions explained too much at once, while overly simplified versions lost product accuracy. The version that worked separated decision points visually, kept regulated language intact, and used hierarchy to make the next step obvious.
The Expense Management flow was the clearest turning point: early versions explained too much at once, while overly simplified versions lost product accuracy. The version that worked separated decision points visually, kept regulated language intact, and used hierarchy to make the next step obvious.
THE SOLUTION
THE SOLUTION
Research, Frames, And One Consistent System.
Research, Frames, And One Consistent System.
So we rebuilt the explanation around the two core product lines - Expense Management and ScanR - with each flow getting its own visual narrative while staying inside the same Pine Labs brand system.
So we rebuilt the explanation around the two core product lines - Expense Management and ScanR - with each flow getting its own visual narrative while staying inside the same Pine Labs brand system.
So we created Pine Labs Expense Management frames around clearer decision points.
So we created Pine Labs Expense Management frames around clearer decision points.
So we created Pine Labs ScanR frames with the same clarity standard and product accuracy.
So we created Pine Labs ScanR frames with the same clarity standard and product accuracy.
THE IMPACT
THE IMPACT
Clearer Product Stories. A Consistent Visual System.
Clearer Product Stories. A Consistent Visual System.
The work delivered visual narratives for Expense Management and ScanR, with clear decision points and animation-ready frames that follow the Pine Labs brand system.
The work delivered visual narratives for Expense Management and ScanR, with clear decision points and animation-ready frames that follow the Pine Labs brand system.
“Biz loved the content, Thank you!” - Pine Labs Team
“Biz loved the content, Thank you!” - Pine Labs Team
REFLECTIONS
REFLECTIONS
What I Would Do Earlier Next Time.
What I Would Do Earlier Next Time.
What Complex B2B Fintech Taught Me
What Complex B2B Fintech Taught Me
I would map regulated product language earlier before touching the visuals. In complex B2B fintech, clarity is not just a design preference; it protects trust while helping users move through the flow.
I would map regulated product language earlier before touching the visuals. In complex B2B fintech, clarity is not just a design preference; it protects trust while helping users move through the flow.
Assets ≠ alignment
Assets ≠ alignment
The lesson was that a strong asset library is not the same as a strong communication system. The value came from building rules for how complex ideas should be sequenced, explained, and repeated.
The lesson was that a strong asset library is not the same as a strong communication system. The value came from building rules for how complex ideas should be sequenced, explained, and repeated.
UP NEXT
UP NEXT
Battlepay — Brand Identity & MVP
Battlepay — Brand Identity & MVP
A founder idea became a bold identity and product direction for gaming payments.
A founder idea became a bold identity and product direction for gaming payments.
Have an idea in mind?
Let’s Talk!
& create something meaningful together
Made with ❤️, layers & late night coffees.
©2026, Suhail Quraishi
Have an idea in mind?
Let’s Talk!
& create something meaningful together
Made with ❤️, layers & late night coffees.
©2026, Suhail Quraishi
