Our Strategy
The Thinker Approach
We formed a visioning team with members of the SBICAP Securities team to engage with the key stakeholders to engage effectively.
Competitor benchmarking and analysis when conducting an audit helped us gain useful insights, allowing us a clear view of the gaps in user experience the other brands are leaving.
After the workshop, we conducted primary user research to understand user behavior, likes, and frustrations. We created user personas and segmented them into categories for effective user journey mapping.
This helped us settle on a UX vision and strategy with the team at SBICAP.
Insights We Drew/ Insights Inferred
Considering the array of users SSL aimed to cater to, we planned to customize the application based on the different types of users.
Primary research gave us a peek into the cumbersome transaction processes that take place on outdated user interfaces. This allowed us insight into the aspects of the application we can improve on.
Key Strategic Interventions
Enhanced Navigation System
Better navigation system to allow users to move across the platform without any hassle.
Convenient Investment Management
Empowering consumers to take control over their investments anytime, anywhere with an accessible interface.
Simplified Messaging
Embedding the application with simpler terminology paired with clear messaging for effective use of the application.
User Customization
Adaptive application interface and functionality helping users utilize the platform suited to their needs.
KEY FEATURES
01
Facilitating Ease with Technology
We incorporated multiple login touchpoints—ID, password, and PAN verification—for easy and convenient access to the application. The other two simplified flows use m-pin and thumbprint for quick access.
02
Content Customization
On launching the application, the user is tasked with answering a few basic questions, Using the responses, the system captures their trading behavior and segments them (trader, investor, new-to-market) to deliver content on the pages accordingly. This segmentation was defined to help users view just relevant data on the screen at any given time, improving the experience.
03
Ease in Transactions
Customized Dashboard, 360° Portfolio, Watchlist, Research, and other trade-related flows hold great importance as they show the information in progressive disclosure.
The segmentation of information provided upfront and distributed upon deep-diving into each section helps avoid cognitive overload on the user, boosting user confidence, completed transactions, and engagement.
DESIGN ACTIVITIES
Consulting
Stakeholder
Workshop
Strategy and
Product Definition
Wireframing
Prototyping
UX and UI Design
Product Impact & Outcomes
SBI Smart Money was launched on 28th June 2019. Since the launch, the app has been garnering customer appreciation!
