What
This investment platform is hosted by one of India’s largest and most trusted NBFC Serving a strong and growing user base of over 40 lakh investors across the country.Wide range of curated financial products to help users grow and manage their wealth with ease.
Understand the problem
The problem
India’s largest NBFC offers a wide range of investment options like Mutual Funds, Stocks, FDs, and Savings Plans.
However, despite the strong product offering, there are several issues on the platform impacting growth and user experience, as outlined below:
Research & analyse
To better understand the problem, we began with user research through surveys and interviews. This helped us gather real insights into user pain points, expectations, and behaviors, allowing us to identify key gaps in the current investment platform experience.
Major Learnings from VOC:
45%
of participants have the majority of their investments in mutual funds.
50%
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.
existing design
Scroll me to see the full page
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
sitemap
Home Page
Financial Product stack
Portfolio
Courses
Mutual Funds
Stocks
Fixed Deposit
Savings Plan
Learning material
Learning Material
Webinar and Podcast
Articles
Storyly
Mutual Funds options for you
ELSS Funds
Equity Funds
Hybrid Funds
Debt Funds
Mid Cap Funds
Small Cap Funs
Videos
Videos on Mutual Funds
Invest in Mutual Funds
Equity MF
Debt MF
Tax Saver
Savings Plan
Child Plans
Retirement Plans
Savings Plan
ULIPs
Investment Plans
Endowment Plans
Videos
Videos on Saving Plans
Saving options for you
Savings Plan
ULIPs
Retirement Plans
Child Plans
Stocks
Top Gainers
Top Losers
Pay Later
52 Week High
52 Week Low
US Stocks
Videos
Videos on Stocks
Investment in Stocks
All Stocks
Fixed Deposit
Digital FD
FD for Senior Citizen
FD for Minor
FD for Individuals
FD Max
FD for Sole Propretior
Videos
Videos on Fixed Deposit
Investment in Fixed Deposit
FD for Individual
FD for Minor
FD for Individual
Courses
Mutual Funds
Stocks
Fixed Deposit
Savings Plan
Portfolio
Mutual Funds
Stocks
Fixed Deposit
Financial product stack
Mutual Funds
Stocks
Fixed Deposit
ULIPs
Upcoming IPOs
Digital FD
NFO
my role
Assist in user research through interviews, surveys, and gathering insights.
Gathering and evaluating user requirements, in collaboration with product, business and engineers.
Study & analyse the current experience to identify the gaps and paint points in the current implementation.
Illustrate design ideas through brainstorming, wireframing and mockups to come up with an ideal solution.
what we want to achieve
For Bussiness
Improve revenue growth by driving upsell and cross-sell opportunities through an expanded financial product offering
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
Brainstorming & Ideation
Brainstorming & Ideation
I prefer pen-paper as medium for initial brainstorming & wireframing.
Next, we brainstormed key features such as portfolio cards, which provide users with a centralized view of their investments.
Top Nav & Bottom Nav
We began by designing a dedicated navigation system for the Investment Mall to help users distinguish it from the rest of the site. This included a custom header and bottom navigation tailored specifically for the Investment Mall experience.
First Fold
And here is the first fold of our Investment Mall Landing Page.
SOLUTION
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.
Other tabs
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.
Other tabs
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.
Other tabs
Sneak peak at Figma
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 1: Mall CLP, Trading CLP, MF CLP, Savings CLP
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
And there you have it — the secret to mastering investments, all wrapped up in a nice little package. By putting users first, we transformed an outdated investment platform into a seamless, intuitive, and engaging experience. Investing is now effortless — and this is just the beginning. 🚀
Happy investing, folks!