India’s largest and No.1 online investment platform. Trusted by over 1 million customers. It has large investment categories which creates wide way of benefits based on the user needs. Especially with a goal based investment approach gathered large volume of customers.
With all the aspiring factors, it has own way for new user to on-board, because the web app remains unchanged from the beginning , where it requires improvements.
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of Fundsindia.
With internal audit started collecting data from previous tickets, call records which provided large volume of data from different perspectives. From on-boarding, customer support and logistics team, started synthesizing the collected data which produced customer needs & pain points.
User Interview from existing and funnel drop-Off users, user surveys through the platform dashboards and google forms, lab test(on-on-one), natural user study all these research outcome pointed the registration process. Few pain points are below.
Empathy Map from user study has given us a way to classify the problem and their type. Provided with few data below.
This registration process takes long time
Did I really need to produce all my details
Is there any tax saving funds
What should i do now after I reach dashboard
Where can i see the particular fund which I need
There are many informations to lookup in fund property
There should be something to show about “remaining steps”?
Can platform show me the same step even after I login later
Figuring out the fund details and its advantages
No inputs for optional questions anywhere
Focuses on good performing funds
Data are gathered and synthesized, plotted under value proposition to identify desired state of product(Gain creators pain relievers). Some of them are
After conducting interviews, contextual inquiry and analyzing the gathered data, collected the below insights
- Users didn’t complete the registration process due to time consumption. Thereby conversion of investors are deteriorating.
- Ambiguity after the completion of registration, due to poor guidance under the dashboard creates less visibility and clarity of platform and its features.
- Thereby, the goal of the project is to create easy registration for users to make their first investment in a seamless way.
With user testing, stakeholder reviews and countless discussions with development team created a solution for the stated problem.
Improved 26% to 69% of users completed registration along with investment
above results from user test