GoldenPi
Defined product strategy to enhance user experience during platform revamp
GoldenPi is a financial technology platform that offers investment opportunities in fixed-income products, specifically bonds.
GoldenPi embarked on a journey to revamp its platform to meet the evolving needs of users and stay competitive in a crowded marketplace.
The Opportunity
The platform was first developed about 6 years ago and has seen minor updates since then. Its primary focus remained on seasoned investors.
However, with the increasing investment literacy in the Indian market, there's a pressing need to broaden its appeal to encompass both top and middle-of-the-funnel customers. By catering to a wider audience, GoldenPi can capitalize on emerging market trends and enhance user engagement.
The Goal
The goal was to revamp the website to appeal to all segments of customers effectively, while rewriting messaging for clarity and inclusivity and following a goal-based approach for users flows.
The goal-based user flows aim to guide potential leads in understanding their financial objectives. By considering their needs, risk appetite, and other preferences, these flows direct them towards investment options tailored to their requirements.
User Outcome
Clearer and intuitive messaging, along with personalized recommendations, enhances the users’ satisfaction and confidence in navigating the platform, ultimately leading to improved engagement and user experience.
Business Outcome
The revamp attracts a wider audience, driving an increase in conversion rates and investment activity, ultimately enhancing the brand's competitiveness and revenue potential.
The Approach
Employed a comprehensive research approach, including user behaviour and flaws in user journey, to understand user interaction patterns, information clarity, and user preferences.
By aligning interface goals with user expectations, I aimed to enhance overall product usability and satisfaction.
The Focus
To meet users' needs across different stages of the investment journey, I devised a strategic framework grounded in empathy and data-driven insights.
Goal-Based User Flows
Developed goal-based user flows tailored to users at different stages of the journey. Offered personalized recommendations based on users' investment goals and risk preferences.
Simplified Language and Design
Rewrote website messaging to be engaging and inclusive, removing complex jargon. Adopted a clean, minimalistic design for improved readability and accessibility.
Enhanced UI/UX
Implemented a mobile-first design approach with responsive elements for consistency. Streamlined layout across all pages for a cohesive user experience.
Graphical Comparisons
Introduced interactive elements like graphs for clear product comparisons. Developed elements for intuitive exploration of investment options.
Hero Banner for educating new users
Highlighted return percentages and compared them to traditional bank FDs, building trust and making the information accessible and engaging for novice investors.
Graphical Representation for better understanding
Created a 3D graph plotting all GoldenPi assets based on their return percentages and safety ratings. Users can explore specific asset types directly from the graph, making information easily accessible and decision-making simpler.
Goal-based exploration and recommendations
Introduced gamified goal-based flows with multiple entry points to assist users in finding the best asset for their investment needs, including a high-performing collections feature.
Consolidated view of all assets - experienced investors
Brought all assets into one tabular section, enabling experienced users to quickly skim through and invest.
The Result
The new design attracted a more diverse user base, including top and middle-of-the-funnel customers. It received positive feedback from both new and seasoned investors, praising the improved aesthetics and usability. There was a 15% boost in conversion rates due to clearer messaging and personalized recommendations, reflecting the effectiveness of the educational resources and simplified navigation.