Times One was a 2022 neo banking initiative by Times Internet and HDFC Bank aimed at converting a ~550M+ monthly active users (MAUs) media ecosystem into digital credit customers.

As a Lead UX Designer, I created a Soft Eligibility onboarding workflow, delivering instant credit teasers upfront and providing a bank account evaluation pathway for thin file applicants (with less CIBIL score) alongside a comprehensive Post-Eligibility dashboard featuring spend analytics, subscription controls and rewards campaign.

Approved by the Times Group Board of Directors, the rollout was strategically paused to align with revised RBI Digital Lending guidelines requiring bank-led data and KYC processing.