UX CASE STUDY
Stock Investment Ecosystem
About the App
Invest19 is an investment & trading app for the stock market user where you can invest in shares with trust and confidence. It is a platform where even beginners can earn profit by taking the tips of advisors and research analyst.
Note: Invest19 always provide tips by SEBI registered advisors and research analyst.
User Goal
To minimize the risk of loss & earn profit in stock investment by stock trading tips from the country’s best advisors and research analyst.
Business Objective
To attract as many brokers & investors on the platform by solving their stock trading problems and to gain revenue from subscription plans sold to brokers & investors.
My Role
As part of the design team I was responsible for the design and user experience of the Invest19 app. I partnered with Project Head (Alok Pundir) and led the UX/UI efforts with ownership of all major design deliverables. Developed for android devices invest19 provides its users with a single platform to invest in stock market. With integration of multi-broker features, Invest19 is set to become a one of it’s kind ”Stock Investment Ecosystem”
Design Process
1. Information Gathering about the project.
2. Product Research and define the Problem statment.
3. Brainstrom & analyze, Design user flows, wireframes, detailed designs and prototypes.
4. Conduct meeting throughout the design process with stakeholders and the team.
5. Iterate designs based on feedbacks gathered during meetings.
6. Work closely with the developers to deliver solutions and resources for final production.
Competitor Research
Affinity Mapping
After gathering all the information , I move towards the next phase and started doing competitor analysis. I have gone through Top Mobile Apps of Stock investing like Zerodha Kite, Upstox, 5paisa, Angel Broking, Investing, Sharekhan etc to find out the pros and cons in the aplication.
User Personas Empathy
“We used personas constantly throughout the project to guide design decisions, priorities and create empathy amongst the client and our team”. Our persona hypothesis consisted of two different archetypes which we used to facilitate decisions about our user needs, desires, their lifestyle and aspirations in contexts of use. Through careful analysis of our research, we identified sufficient behavioural variables to segment our user audience.
Insights From The Research
Pain Points
1. It is difficult for investors to build trust in market.
2. High risk of loss.
3. It is difficult to invest for newcomers without knowledge.
4. Earlier it was done via telephonic calls.
Finding a Solution for Investors
Problem statement
1. Assurance on Research Calls
2. Authenticity of calls
3. Multi Broker choice
4. Investment Platform
5. Infra Cost for Brokers ( Technology/Infra/techTeam)
6. Exchange Changes cost for Brokers
7. Different Platforms for Onboarding and Trading
8. Multiple Audit/Demo of every exchange for broker
Solution
SEBI Registered Advisors will enroll with Invest19 and create a call
Make checker concept to publish a Call , as all calls send by sebi registered advisors so all calls are authentic.
User does not have common platform to choose brokers from his city/state or he has to search multiple websites and check the process/costing of brokers from different website.
Common Platform for Investment, Delivery based trading with minimum risk.
There was regular exchange changes as per SEBI Guidelines or exchange guidelines for which any change is having cost impact.
Single Platform for Onboarding and Trading
Complicated process need to follow by every broker for software for every exchange, multiple docs/UAT/MOCK. With Invest19 is ISV it’s simply one documentation and approval.
Unique value proposition
Category wise Research Call
Quick Buy from All Calls
MultiBroker Selection
Vast Advisor reach
24x7 Uptime for Onboarding
Target Audience
Brokers
Investors
Advisors
User Story Mapping
Information Architecture
I tried to figure out how the app will be structured so that it will be easy to use for those users who are new in stock trading or who are buying or selling stocks via telephone. Invest19 was integrated with third party so we had to make the signup mandatory for users to minimize the risk. After successful signup user can search stocks or do the investment as per advisors tips which will be USP of invets19 platform but to purchase a stock they have to open a trading & demat account which involves multiple process like PAN verification, Aadhaar KYC, Bank Account Mapping, updating Personal Details , eSign and IPV.
Wireframes & Iterations
After having a better understanding of user goals & behaviour, I have listed some key features of the app in order to create low fidelity wireframes. Wireframes gave me an idea that how things would look like and made my work easy for visual design. I design both low fidelity and high fidelity designs based on the project needs. I prefer high fidelity wireframe for content rich apps.
Brand Style Guidelines
After implementing the feedback points received from previous phase, it was time for the visual design.
I applied the same philosophy and started creating a mood-board. According to the color psychology, color violet is known to be associated with feelings of compassion and spirituality. Similarly, color pink is known for love. I created few versions using these shades and although it took me few days to finalize the palette but in the end I think it was worth it. What do you think?
High-Fidelity Screens - VD
