Core research
Initial wireframing
Goals and metrics
Designs
My role
Tools
Duration
Team
Context
Understanding a critical user journey
Investing can be overwhelming, filled with jargon, confusing choices, and uncertainty. Kotak Cherry aims to break down these barriers, helping everyday users invest confidently based on their comfort, goals, and needs.
I joined Kotak Cherry with a mission: transform the investment experience into something intuitive, transparent, and empowering. Working alongside a talented team of five, we set out to discover where users struggled most—and how design could make a meaningful difference.
Challenge
While doing research, data revealed a troubling pattern: a sharp drop-off when users hit fund details and buy pages. Our customer relationship managers were flooded with calls from frustrated customers seeking clarity on their portfolios.
We needed to answer a pivotal question:
How might we help users effortlessly find the right financial products and gain a clear, holistic view of their investments?
Clear targets for success
1
Attract and retain a diverse user base across India.
2
Make transactions seamless to reduce dropoffs.
3
Engage users through new, delightful channels that educate and support.
Research insights
The usability study and user interview were conducted to identify what specific difficulties and pain points users experience when completing core tasks like investing in assets, monitoring portfolios, tracking watchlists, and withdrawing investments.
Users need quick access to fund performance data before investing
They crave a clean, simple portfolio overview to monitor their investments effortlessly
Key frustrations arise in tracking assets, managing watchlists, and withdrawing funds
Iterations
We eliminated many ideas that were not fully aligned with user needs, focusing on those that could benefit both the user and the business. We have made around 20-50 screens to find the correct and simple journey.
Solutions
1
We gave key offerings prime real estate on the home screen, letting users make fast, confident decisions without cognitive overload. We grouped Cherry exclusives in distinct sections for better discoverability during scrolling.
2
Users now see their total investment value, assets by type, holdings, and invested amounts. An all-in-one intuitive view that builds confidence and reduces anxiety.
3
The fund detail screen was revamped to present vital information clearly helping users make rational, informed choices with full transparency.
4
We simplified the investment process, especially the post-transaction experience known for causing stress. Helpful icons, tooltips, and minimalist flows ensured users felt supported every step of the way.
5
Users could view and edit their profile and investment details effortlessly. We gamified profile picture selection through an investment preference quiz, while adding custom theme settings, security options, risk profiles, and notifications.
Impact
Following launch and rigorous testing cycles (usability, validations, UAT), we measured these achievements over 3 months with Adobe Analytics and Clevertap:
135%
Increase in user engagement
108%
Growth in conversion rate
100,000+
New users onboarded partially/fully
Takeaways
This project was a masterclass in balancing user needs with business goals. I sharpened my critical thinking and design process, ensuring every feature served a clear purpose and delivered joy and clarity.
Together, our team crafted an investment experience that’s not just functional and intuitive, but genuinely educates and empowers users, fostering confidence on their financial journey.
