Redefining Investment Simplicity

This case study explores the complete UI/UX transformation of a fintech mutual fund investment app, designed for a diverse user base including beginner investors, mature wealth builders, and moderate risk-takers.

Business Objective

Empowering Investors Through a Simplified Digital Experience

The primary business objective was to transform the app into a frictionless investment platform that caters to all levels of mutual fund investors—beginners, seasoned investors, and moderate risk-takers. By revamping the UI/UX, the goal was to reduce operational drop-offs, increase user engagement, and drive higher investment conversions. This included streamlining critical actions like onboarding, KYC verification, folio creation, and enabling quick, intuitive transactions such as SIPs, lump sum investments, fund switching, and redemptions.

Ultimately, the objective was to create a user-centric, scalable app that enhances customer trust, simplifies financial decision-making, and boosts long-term retention in a competitive market landscape.

UX Research & Strategy Mindmap

Users in Focus

UX Goals

Ideation & Exploration

Designing the Happy Path with Clarity, Compliance, and Confidence

In this phase, we conducted collaborative brainstorming workshops and iterative wireframing sessions with key stakeholders—including product managers, compliance officers, and customer support leads—to reimagine the core user flows. The focus was on mapping out the "happy path" for investors by reducing friction, ensuring regulatory compliance, and aligning every step with user mental models. Dozens of wireframes were created and refined to explore navigation patterns, transaction flows, and UI behaviors, with special emphasis on minimizing decision fatigue and guiding users effortlessly through onboarding, investing, and fund management.

Branding and Design System

Hi-Fidelity Prototyping

A Dashboard That Thinks for the Investor

The home screen was designed as a dynamic, context-aware dashboard that serves as the investor’s command center. Guided by user-centric design principles, it provides a personalized snapshot of portfolio performance, upcoming SIPs, recent transactions, and actionable alerts. Each element is prioritized by user intent and frequency of use, reducing cognitive load while offering just-in-time nudges. By balancing data depth with visual clarity, the home experience empowers users to stay informed and take control without feeling overwhelmed.

Mindful Investing Interface: Seamless, Swift, and Safe

The investment screen is crafted for confident, high-intent actions—whether starting a SIP, making a lump sum investment, or switching funds. To ensure speed without sacrificing security, the interface uses a swipe-to-confirm payment action that minimizes accidental taps while maintaining flow. Inputs are auto-populated based on user preferences and past behavior, with smart defaults and quick touch points that reduce effort. Every micro-interaction is designed to support a mindful investing journey—fast enough for regular users, yet intentional enough for beginners to feel in control.

Scalable Design Patterns

Interactive elements, such as buttons, dropdowns, and navigation menus, were designed to be intuitive and easily distinguishable, supporting users at every step of their investment journey.