What
Digital Experience Score
In one of our integrated business reviews, the performance over the past few quarters showed concerning trends across several key areas. Also, decline in the DXS score.
Declining revenue
The team observed a consistent drop in revenue, highlighting potential issues with platform performance, user engagement, and overall customer satisfaction.
Fewer account openings
A downward trend in new account openings indicates potential challenges in attracting new customers.
Low conversation and metrics
The analysis revealed issues such as short interaction times, rapid scrolling, and unresponsive clicks, all indicating user experience issues.
For Bussiness
Increase New Account Creations by adding a clear entry points for accoutn creation
Optimize Platform Performance by reducing bounce rates and session drop-offs
For Users
Allow Centralized Portfolio Tracking to monitor all the investments at one place
Provide Wider Range of Investment options to cater varied financial goals
Provide Learning Materials across all the categories to guide users
45%
of participants have the majority of their investments in mutual funds.
users want a single platform to monitor all their investments, highlight the need to have Central Tracking system.
60%
of participants believe that acquiring investment knowledge beforehand leads to better decision-making and financial outcomes.
65%
are interested in taking investment courses, showing a demand for accessible and structured learning resources.
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No Entry Points for Account Creation
The absence of clear sign-up prompts made it harder for new users to onboard and start their investment journey
No Way to Track Overall Portfolio
Users couldn’t get a consolidated view of their investments, making it challenging to monitor performance and make informed decisions.
Lack of Clear Hierarchy
Key information was scattered, making it difficult for users to navigate and find relevant investment opportunities quickly.
Limited Financial Product Stack
The platform offered only a few investment options, restricting users from exploring a diverse range of financial products.
Lack of Learning Materials
The platform didn’t offer enough variety in investment products, limiting choices for users with different financial goals
Lack of Investment Options
The platform didn’t offer enough variety in investment products, limiting choices for users with different financial goals
Centralised Portfolio Tracking
We’ve created a centralised dashboard where users can track all their investments in one place—stocks, mutual funds, fixed deposits, and more. With real-time updates and insights, users can monitor their portfolio’s performance effortlessly.
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Courses for learning
We’ve added a dedicated learning hub covering all four investment options—stocks, mutual funds, fixed deposits, and Savings plan. Users can access expert guides, video tutorials, and interactive lessons to enhance their financial knowledge. To make learning engaging, users can also earn rewards by completing courses and quizzes.
Entry point for account creation
We've added a clear and dedicated entry point for account creation, making it effortless for users to get started. The new
sign-up /Demat account creation option is prominently placed, ensuring visibility and easy access.
Investment options
We’ve expanded the range of investment products by offering more choices—mutual funds, stocks, fixed deposits, savings plans This ensures users can find options that fit their financial goals and build a more diversified and balanced portfolio.
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Learning Material (Videos)
We’ve introduced a rich library of learning materials, including videos, webinars, podcasts, and articles for each investment category. This helps users build confidence, understand their options better, and make informed financial decisions at every step.
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Product Planning
This is a very huge project when we consider the development efforts After discussion between product, Business and development we decided that we would break this project into multiple phases.
Phase 2: Designing Learning Centre, MF Forms journey
Phase 3: Onboarding Journey and L2 page of Trading
Next Steps
Currently this project is in development. Post development and UAT we are planning to run systematic AB tests to measure and understand the impact.
Thank you