Back in 2018, when we started designing the first-ever version of the CRED app, we had one single goal - to build the most beautiful digital experience for our members. Something that works efficiently with a deep focus on creating moments of delight. Our design systems have gone through several phases of innovation and metamorphosis but our goal has remained the same - Be the most beautiful experience for our members, every single time.
What's beautiful, you may wonder - For us, being fast is beautiful. bringing joy at every step is beautiful. Creating something that works every single time, time over time, is beautiful. Crafting something that is deeply driven by art, is beautiful. Something that makes an honest effort at being beautiful, is beautiful. Making something that functions like how you’d like it to or even better, is beautiful.
Being beautiful is central to what we do. That's what we wake up to every day, that's what we go to sleep to. The need to build with great artistry, craftsmanship, and passion has led us to push our envelope several times through our journey. Our members have been the biggest pillar of support and the biggest driver that has enabled us to work harder, learn from our mistakes, and continuously push the boundaries on what's possible. Our members have been our most vocal supporters, our most vocal critics, and our most valued evangelists.
Art is at the heart of everything that we create. What has art got to do with product design, you may wonder. Through the years one of the most critical outcomes of design - that it should solve a problem - has been confused with the idea of design itself. Design’s purpose stretches way beyond just solving a problem. For us, design should inspire creativity, design should bring out emotions, design should delight, design should seek a purpose beyond the most obvious and most importantly, design should touch humans in ways beyond our collective imagination.
Our design always attempts to inspire our members to feel and perceive their everyday tasks or even everyday objects with a sense of artistry and delight. For a category-breaking, a genre-bending product like CRED, which has offerings as diverse as payments to e-commerce, arcades to investments, our design language is a powerful glue that binds together our member experience, in an unconventional yet incredibly consistent way.
At the core of every engineering solution we build, every single line of code that we write, there is an ever-burning desire to bring art to life. To make it perceptible to our members every time they open the app, touch a button or move a slider. Making every aesthetically crafted experience work like magic, at peak performance. We set an incredibly high bar for the stability and reliability of our creation, no matter how big or small. Building frameworks and systems that enable us to create with efficiency and limitless creativity is central to our philosophy. Our design systems are sophisticated, future aware, backward compatible, and built to ensure that every feature, every little piece of design can be created to look like how they looked on a designer’s screen. Because when it’s beautiful, it brings joy to our members. It brings a sense of accomplishment to our members. It touches their lives in small, yet meaningful ways. That’s the idea behind CRED. To be that community that binds our members together, keeping their success and aspirations at the top of our minds.