Heuristic evaluation
Initial wireframing
Goals and metrics
Designs
My role
Tools
Duration
Team
Context
Unlocking a new era for everyday investors
When I joined, our goal was both simple and ambitious: create an investment journey so seamless and familiar that existing customers would be excited—and confident—to start investing, right from their Kotak app. I led the redesign of the retail investment experience, partnering closely with designers, directors, and key stakeholders to ensure every touchpoint felt native, reassuring, and brand-aligned.
Challenge
The data and our relationship managers told a clear story:
The old PWA investment flow was slow, incomplete, and hard to use on mobile.
Users frequently dropped off at the fund-buying stage.
Customers, even those already with Kotak, felt disconnected and unsure.
What we understood so far:
We needed to transform a fragmented and outdated investment flow into a unified, trustworthy journey that invited customers to invest again and again.
Bold Aims for Big Impact
1
Let every Kotak customer start investing in just a few steps.
2
Remove friction and make fund purchases feel effortless.
3
Leverage Kotak’s new Design System for a best in class look and feel.
Research insights
Our deep dive research, spanning heuristic evaluations, benchmarking, and honest conversations with relationship managers, uncovered the source of hesitation.
Users wanted everything in one place, not scattered across web-views and login screens.
They felt a lack of trust and clarity when they couldn’t see portfolio summaries or compare options easily.
Competing apps offered smoother, more transparent flows.
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 30-70 screens to find the correct and simple journey.
Solutions
1
All investment instruments, including mutual funds, FDs, and more, are now presented in an at-a-glance dashboard. Users can view totals, track performance, and download summaries in seconds. No more hunting for information.
2
Using Kotak’s recommendations and user risk profiles, people can now explore, compare, and invest in funds aligned to their appetite, with dynamic collections and powerful filters making choices less overwhelming.
3
A guided, beginner-friendly risk assessment helps users understand their profile and see matched products in under a minute. This not only reduces their research time but also builds confidence for first-timers.
4
Transaction screens are simplified, with clear payment tracking and easy downloading/sharing of receipts. The user can always see the journey with no hidden steps or confusion.
Impact
Customers welcomed the streamlined approach, though some requested even more advanced features (which were being rolled out month by month). The change didn’t just look good on paper:
CR
Consistent increase in conversion rates
4.4 ratings
Reflecting trust in the new experience
100,000+
Users onboarded since launch
Takeaways
This journey was about more than just pixels and flows; it was about understanding what holds users back and how great design can build trust. By folding investment tools seamlessly into the main banking experience, we empowered everyday Kotak customers to take their first confident step into investing.
My focus on partnership, empathy, and iterative feedback helped transform a clunky process into one users actually want to use and recommend to others.
