2018 . Apoorv Tomar
Customers build their unique experience by sharing and collecting stories throughout the journey. The entire experience along with the collected information and connections they would’ve made, would translate into a tangible take away towards the end of the journey.
As the visitor drops the phone, they are given a tangible takeaway at the off-boarding drop off zone.
Unique tangible take-way
A tangible take away that extends visitor experience beyond physical space. Something that visitor’s can take back home, and that evokes serendipity by re-living the experience digitally at a later stage.
Experience journey reflects on the companion app after crossing each stage in the journey. This is represented by growth of a sapling to a full grown tree.
9. Off-boarding
The logo for Janalakshmi Group reflects the common thread running through the work of all institutions – of CONNECTING, PEOPLE and PLACE. Jana intends to provide a platform for both JOURNEYS of our customers, as well as the CONNECTIONS between our customers.

Hence, the lines of the logo reflect these journeys and connections that form the lower arm of the ‘J’ representing  people and their individual journey’s.
Photo Booth as a memorabilia.
What the logo stands for
An experience toward the end of the journey serves as a shareable memorabilia that visitor’s can take away with them. At the same time it conveys the meaning behind Jana’s brand identity in a memorable and playful manner.
As soon as the visitors approach the space, lines on the screen start reacting to their movement. Floor marks and suggested gestures on the screen, prompt visitors to wave and get their picture photographed.

Photographs that are triggered by visitor interaction, find a place in the Jana log that symbolises the connection between Jana and people’s individual journey’s in the Connect Zone.
8. Memorabilia
A few stages of the experience taking an activity like yoga as an example.
Customer interaction that leads to suggestions based on personal interests captured seamlessly.
People
Activity
Jana Pragati Centre
Individual screens catering to a single user at a time for a private and personalised experience.
Participatory approach of recording customer experiences (wishes, hobbies, interests etc.) will enable them to add to the connection wall by capturing their faces and visually forming the bubble on the cluster of connections.
Capturing visitor experiences in real time
Make visitor’s aware about Jana Pragati Center (JPC), an active network of people coming together to learn, teach and share.
Let visitor’s explore various activities according to their interests and needs.
An opportunity for the visitor’s to choose and enroll in JPC that is more suitable to them.
After going through experiences that would inspire visitors, a set of interactive panels intend to allow participation where in customers could express themselves and find out various ways of how they can connect with Jana, with each other and different organisations, to make their dreams a reality.
Landscape of connections visualised on a digital wall using real time data
— An experience that brings out visitors’ personal aspirations and interests, and connects them with real world needs in the community.


7. Interconnection Wall
The dome was built out of a metal frame welded together and covered with gypsum boards and pop finish.
Projectors that were to be fixed on the circular frame, projected inwards merging two images.
Docking station recognises the visitor data
Personalised dome environment
Selection of a dream
Flying a Kite,
with help of a Jana Nayak
Move around & navigate the kite
Learn to fly high
Power boosters
Kite transformation
Open Jana savings account
Jana offers & doorstep services
Choose a Jana offering to fulfil your goal
Kire transformation
Jana insurance & security power-ups
Protection from bad weather
One step closer to
your personal goal
Moon shows the achieved aspiration & various offerings taken to reach there.
Gesture based interactive game that educates visitors how Jana takes ownership on helping its customers to explore their interests and achieve their dreams.

Financial decisions and choices one makes to reach towards their goal can be effectively represented in a kites struggle to reach the tallest of human goals.
Journey inside the Dome
Using Kite and Moon as a metaphor of poetic aspiration of reaching seemingly far fetched yet personal goals, the dome offers a gamified experience to achieve and realise those personal goals.
Structure and spatial effect of dome creates a natural effect of a person looking upwards as if they are looking at the sky to contemplate goals.
Happiness comes from small joys
What’s an aspirational experience for the Emerging Middle Class? — We came up with a journey that gives visitors an opportunity to dream. To have a more personal experience that is specific towards their desired dreams and aspirations.
6. Interactive Dome
We built a prototype studio in our office space.
Proof of concept for mixed reality environment, using HTC vive, gave us a good start to built a virtual reality experience for Jana.
Physical activities in the virtual environment would allow customers to move in space and discover their own unique path, also giving them an element of chance.
The experience uses Jana references and associations in the environment to convey the aspect of convenience brought to the customers.
Playful interfaces that take away burden of task.
Mini interactive games on their chosen path could give them an opportunity to learn how to manage their finances by using game play that distills banking down to the basics.
Mixed reality space created in the studio intended to provide customers a shared and collective experience to learn and understand form each other.
Visitors (EMC)
Jana Nayak
Installation Assistant
Installation consisted of two studios separated by a common console. Each studio would be equipped with a HTC Vive setup and circular space for customers to use the experience simultaneously. Two suspended LCD displays facing the opposite side were left for rest of the customers to view the ongoing experience in mixed reality.
Interactive simulation of playful scenarios in the VR Studio gives an opportunity to the customers to learn about different aspects of managing their finances and experience Jana Bank’s values.
Distilling banking to its basics
A relatable virtual playground that teaches banking and finances without getting into its technicalities.
5. VR Simulation Studio
A place that represents the New Jana where aspirations and dreams of the Emerging Middle Class can be identified by showing future possibilities.
A deep sense of ownership and pride comes by customising something to make it our own. Rather than allowing customers to be passive observers, we wanted to communicate the story through first person narrative.  

We articulated Janalakshmi’s values by placing its customers at the centre and adopting first person narrative experience throughout the journey.
What will make the customers really feel being part of the community?
Experience Zone
“Transformation of Jana into future possibilities”
JANA CHOWK
(Community Zone)
Onboarding
Companion App
Jana Timeline
Jana Chowk
Customer Story Wall
VR Simulation Studio
Interactive Dome
Interconnection Wall
Memorabilia
Off-boarding
THE NEW JANA (Experience Zone)
CIRCULATION
One of the design direction evolved organically into a playful and cohesive experience — a fluid space that reflected constant change.
Design development
Community
Experience
Transition
Community
Experience
Circulation
Circulation
Spiral passage that converges into a central element & diverges out to an experience space
Unique lines, identified by a colour, as a means to build connections between people & places
Jana’s story, we thought could be manifested in two distinct directions, ones that reflects the idea in two different forms and production of spaces.
Two design directions
Brief — Imagine your customers come across with this box on a retail shelf, shrink-wrapped and ready for sale. What would be the most compelling features or benefits that you would want to highlight on the box? What message would you wish to convey to your customers?
We organised a playful session with our stakeholders to capture their point of views and ideas for the experience. This would help us understand their expectations and would also give us a chance to come up with possible ideas and directions as a team.
Game-storming with stakeholders
Participants were divided in groups of 3-4 and were given some tools along with an empty white box, to express themselves.
Traditional in caring,
Modern in Innovation
A place that enables multiple connections
Experience the connection, rather than being told
Focus on individual growth through digital as a medium
Key characteristics of the Experience
Rather than allowing customers to be a passive observer, we wanted to tell the story through first person narrative.
How do we build an experience that best communicates this story?
Jana’s transition story, from planting a seed of a small NGO to a full grown tree depicting a financial institution
Jana
Small Finance Bank
Sanghamithra
Urban Programme
Progress and prosperity to everyone —
by realising ones dreams and aspirations.
Connection that already exists…
Field visits to Jana community centers and homes of the community brought us close to the people.
We had insightful conversations with Jana Nayaks (Jana employees) and saw the way everything worked.
To solve problems of the urban poor, its important to understand their interests and establish a background. We learned what separates Janalaksmi Bank from rest of the clutter is the deep rootedness into the community and its sincerity in working for people. We absorbed ourselves in the community they work with.
Conversations with the audience
Our objective was to represent Janalakshmi as a bank that works with cutting edge technology and believes in digital is a way of life. To make its customers feel at ease with digital as a medium, evoke a sense of pride and awe at their association with Jana, we set out to create a unique blend of cultural and digital experiences using space as a medium.
Design brief
Janalakshmi Financial Services Ltd. is a Non Banking Financial Company (NBFC) catering to the under-banked population in urban areas of India. It was to be reborn as Janalakshmi Small Finance Bank with a purpose to provide financial services with a holistic approach to the rural, semi-urban and urban unbanked sector.
As their digital experience partner, we were engaged to conceptualise and build an experience which establishes Janalakshmi as an institution that is committed to progress, and prosperity of India and swears by digital financial inclusion, as a way to achieve it. As a creative lead in the project, I had the opportunity to lead and work with a diverse team of designers, architects and developers.
2015 — 2016
Janalakshmi Financial Services Ltd.
Interactive Spaces, Experience Design
Bangalore
Connect Zone
A space that enables multiple connection
s
About
APOORV TOMAR
Work
See Through