Problem Statement

"Investors face confusion and low confidence due to complex 
onboarding and unclear
portfolio tracking."

Our Process

Discover

Define

Ideate

Design

Business Goals

• Simplify the investment process for first-time and intermediate investors.

• Increase user acquisition by providing a seamless KYC and onboarding flow.

• Improve user retention through clear portfolio tracking and personalized insights.

• Boost investment volume and portfolio diversification across equity, debt, and bonds.

• Build brand trust through compliance guidance and transparent tax information.

Business Challenges

• Regulatory complexity (KYC, taxation, and compliance updates).

• Low financial literacy among first-time investors.

• User drop-off during multi-step onboarding and KYC verification.

• High competition from well-established fintech apps.

• Ensuring security and trust in data and transaction handling.

Product User's

Product users are individuals who use a product to
meet their needs or achieve specific goals.

Quantitative Research

60% of users abandon investment apps during KYC or initial setup.

Observations

60%

45%

45% of users check portfolio performance weekly.

30%

30% of investors struggle to understand risk diversification.

70%

prefer apps with integrated tax and compliance guidance.

based on analytics data

User Need's

• Simple, transparent onboarding and KYC process.

• Easy-to-understand visual breakdown of investments (equity, debt, bonds, etc.).

• Real-time performance tracking and insights

• Taxation support and investment compliance guidance.

• Data security and clear communication about privacy.

• Responsive support and FAQs.

Features & Functionalities

To resolve user needs

• Secure Onboarding: OTP-based verification, document upload, status tracking.

• Portfolio Dashboard: Asset allocation pie charts, performance graphs, returns over time.

• Goal Tracking: Custom investment goals and performance visualization.

• Taxation Guidance: In-app calculators, deduction estimators, and compliance updates.

• Help Center: FAQs, chat support, and quick access to tax info.

• Notifications: Portfolio insights, compliance reminders, investment maturity alerts.

• Dark Mode & Accessibility Support (future consideration).

Product User Challenges

• Overwhelming data presentation for new investors.

• Confusion between different asset classes and risk profiles.

• Difficulty finding tax-related information relevant to their country.

• Poor comprehension of performance metrics or percentage changes.

• Frustration with multi-step KYC verification delays.

Competitor Analysis

Groww

• Mutual funds

Features :

• SIP tracking

• Goal-based investing

ET Money

• Automated tax filing

• Insurance

• Mutual fund insights

Upstox

• Real-time data

• Trading charts

• Watchlists

Kuvera

Features :

• Family portfolio management

• Tax harvesting

• Recommendations

Features :

Features :

• Paperless KYC

• Robo-advisory

• KYC integration

• Multi-asset tracking

Product User Challenges

• Integrated Taxation & Compliance Guidance within the app.

• Personalized Portfolio Insights with actionable recommendations.

• Smart Goal-based Investing Dashboard with visual clarity.

• Seamless KYC upload and document verification process.

• Contextual FAQ + Support Chat for real-time problem-solving.

User Persona 1

Goals

• Build long-term wealth and financial security

Motivation

• Overwhelmed by financial jargon and complex interfaces

Anishka Rao

Marketing Professional

About

29

Kolkata

MBA

Employee

Frustrations:

• Financial independence and confidence

• Save on taxes through smarter investments

• Learn investment basics with guided insights

• Simple, transparent investment process

• Trustworthy app that educates while managing investments

• Unclear about compliance and tax filing rules

• Finds it hard to track portfolio performance

User Persona 2

Goals

• Diversify investments across multiple asset classes

• Monitor real-time portfolio performance

• Optimize returns with smart analytics and insights

Frustrations:

• Time-consuming manual analysis and scattered data

• Limited access to personalized financial recommendations

Rohan Mehta

School Principal

About

48

Bangalore

MBA

Employee

Motivation

• Maximize portfolio growth through automation

• Confusing tax and compliance procedures for multiple investments

• Access reliable data and insights in one place

• Save time with intuitive, all-in-one investment management

Task Mapping

User Task

Goal

Barriers

Opportunities

Launch app and tap “Get Started”

Begin investment journey

App feels generic or untrustworthy

Use welcoming visuals and reassuring copy

Enter email/mobile and verify OTP

Upload KYC documents and select status

Create secure account

Complete verification

OTP delays or input errors

Confusion about required documents

Simplify OTP entry and add resend option

Provide guided instructions and progress tracker

Finish setup and access dashboard

Successfully onboarded

Drop-off due to long process

Display completion rewards and onboarding success message

Empathy Mapping

Says

Thinks

Feels

Does

“I want to grow my money, but I don’t know where to start.”

“Can I trust this platform with my personal and financial data?”

“Why is investing so complicated?”

“I need clear information before I make a decision.”

“The app should make this process easier for me.”

“I hope my investments are safe and performing well.”

“This tool should help me plan, not overwhelm me.”

“It would be great if the app explained terms in simple language.”

“Frustrated by confusing interfaces or 
slow apps.”

“Relieved when health info is
 easily available during emergencies.”

“Empowered when able to manage and track health proactively.”

“Compares portfolio performance and asset breakdown regularly.”

“Uploads KYC documents and tracks verification progress.”

“Sets investment goals and monitors tax calculator results.”

“Reads FAQs and explores the help section for clarity.”

“Anxious about potential misuse or leaks of sensitive data.”

Task Mapping

Userflow

Wireframe’s

Screen's

Our team

Our strength lies in our individuality. Set up by Esther Bryce, the team strives to bring in the best talent in various fields, from architecture to interior design and sales.

Esther Bryce

Founder / Interior designer

Lianne Wilson

Broker

Jaden Smith

Architect

Jessica Kim

Photographer