Green Portfolio
Enabling clearer, goal-driven investing through intuitive digital experiences
FINTECH
WEBSITE
INDIA
view LIVE website
Results & Impact
Increased user
engagement time by 2X
Average engagement time nearly doubled following the redesign, indicating improved content relevance and a more intuitive user experience.
Engaged sessions
increased by almost 3X
Engaged sessions increased by 2.75×, reflecting stronger user focus and deeper interaction across key journeys.
Returning users
increased by 70%
Returning users increased by 70.4%, demonstrating improved user trust, perceived value, and overall experience quality.
We have been working with Megha since 2022 now, and she has has made UI/UX feel like a breeze for Green Portfolio. Extensive competitive research done by her has helped us immensely build out useful tools and funnels for our products. We have been able to scale up our products by at least 10X since we have started working together and our users are also showing high satisfaction levels.
Karan Arora
Senior Manager - Advisory, Green Portfolio
Domain
Fintech
Product
Website
Location
India
Services
Research, Strategy, Design
Timeline
April 2022 - Present
About Green Portfolio
Green Portfolio is a Portfolio Management Service (PMS) and Research Analyst firm specializing in the Indian equity markets. The company offers personalized, goal-based investment management solutions focused on high-returns, tailored to individual financial objectives. In addition to PMS, Green Portfolio facilitates investments in smallcases for their retail investors. They recently also launched their AIF.
Green Portfolio were recently ranked as one of the top performing PMS in India, and have been consistently in the news for their great performance. Despite being ranked so high in their field, their website faced the following critical issues-
Large drop offs at critical points in the website
Low user engagement and conversion rates
Lack of mobile responsiveness, despite high mobile user traffic
Tools Used
Figma
Design & Prototyping
Hotjar
Analytics & Research
Posthog
Analytics & Research
Google Analytics
Analytics & Research
ClickUp
Project Management
Slack
Communication
Business Goals
Green Portfolio needed a credible, conversion-focused digital presence to effectively present their investment offerings to potential investors. Their existing communication lacked clarity around value propositions, making it difficult for high-intent users to understand the benefits of their portfolios or confidently take the next step.
The goal was to create a clear and trustworthy digital experience that could communicate their investment strategy, build investor confidence, and enable users to easily discover and invest in portfolios aligned with their financial goals.
My Role
Improve conversion rates across key user journeys
Build trust and credibility for HNIs and UHNIs
Simplify portfolio discovery and decision-making for retail investors
Encourage repeat visits
and long-term user relationships
Challenges & Solutions
CHALLENGE #1
Most user onboarding and transactions relied on offline conversations or third-party platforms due to an unclear and outdated digital experience. Investors could not easily understand offerings or take action without customer support.
THE SOLUTION
Created a structured, self-serve digital experience that clearly communicated offerings, improved discoverability, and enabled investors to explore and move forward without relying on offline channels.
CHALLENGE #2
Retail investors struggled to evaluate and choose between various smallcase portfolios due to limited financial knowledge, leading to hesitation and drop-offs.
THE SOLUTION
Introduced a simple, goal-based questionnaire that guided users to the most relevant smallcase portfolio based on their investment amount, horizon, and objectives.
CHALLENGE #3
Portfolio pages did not clearly communicate strategy, differentiation, or value, making it difficult for investors to build confidence and make informed decisions.
THE SOLUTION
Redesigned portfolio pages with clearer structure, simplified explanations, and contextual comparisons to help investors understand the strategy and evaluate its relevance.
CHALLENGE #4
Disorganised architecture, inconsistent layouts, lack of mobile responsiveness, and outdated visuals and content made it difficult for investors to find information or understand next steps.
THE SOLUTION
Restructured the information architecture and introduced a cohesive design system, improving navigation clarity, usability, and overall credibility.
CHALLENGE #5
Investors had no seamless way to connect, ask questions, or schedule consultations. They usually had to wait for a long time until a team member got back to them.
THE SOLUTION
Integrated WhatsApp and enabled structured call booking, allowing investors to instantly connect or schedule consultations at their convenience.
Want similar results for your product?
We help early and growth-stage teams identify friction, improve conversion, and create intuitive user experiences. Let’s discuss how this could apply to your product.
book a call
Research
UX Audit
Our UX audit of Green Portfolio was conducted as a strategic evaluation of how effectively the platform supported discovery, trust-building, and conversion across its smallcase, PMS, and AIF offerings.
We assessed the clarity of the value proposition, the structure of user journeys, and the platform’s ability to guide users from initial exploration to informed decision-making. The analysis identified structural friction, unclear service differentiation, and reliance on offline support that limited scalability and user independence.
Special attention was given to portfolio selection complexity, trust cues at critical decision points, and the overall alignment between business goals and user experience. We also evaluated mobile usability and navigation patterns to ensure the experience supported high-intent users across devices.
Following observations were made -
Broken, complicated, and confusing user journeys
Unclear value proposition and lack of trust building factors on the website
Overwhelming customer support tickets because of lack of clarity on the website
Overlooked ‘Our Services’ Section because of non intuitive design and lack of clickable items
Poor website loading time
Service pages failed to clearly communicate their unique benefits
Obsolete and incohesive visual design, and a lack of mobile responsiveness
Competitive Analysis
We conducted a comprehensive competitive analysis to understand both Indian and International markets, and where Green Portfolio stood in comparison to their competitors.
User Persona
After conducting thorough user research of existing customer base through interviews and questionnaires, we categorized the users into two groups - retail investors, and ultra/high net worth individuals. Considering how Green Portfolio deals with PMS, AIF, and smallcase portfolios, this insight proved positive.
Retail Investor
Name
Age
Gender
Location
: Dhruv
: 35 years
: Male
: Hyderabad
"I want to grow my money faster than mutual funds allow, but I don't have the time to pick stocks every day."
Dhruv is a 35-year-old Hyderabad resident who has been investing in mutual funds for a while. He is a dedicated follower of investment gurus on social media, and wants to venture into more aggressive opportunities to recognize untapped potential. Although he has a limited understanding of stock portfolio investing, he aims to become more hands-on in decision-making and take control of his investments.
He acknowledges the importance of finding a reliable and approachable investment partner to navigate this new terrain and wants to be associated with someone who can help him achieve higher returns while managing risks in the dynamic world of investments.
Pain Points
Doesn’t trust most influencers and tips on social media
Finds stock research overwhelming and time-consuming
Isn’t sure how to assess portfolio risk or sector exposure
Unaware of instruments that will help him get higher risk adjusted returns
Can’t find affordable strategies that can give higher returns
End Goals
Get higher risk adjusted returns compared to existing investment options
Build a strong equity portfolio aligned with India's long-term growth
Gain confidence in his investment choices through data and performance insights
UHNI/HNI
Name
Age
Gender
Location
: Ramesh
: 58 years
: Male
: Delhi
"Investment is not just about money, it's about strategy, knowledge, and the relentless pursuit of excellence."
Ramesh has built his wealth over three decades of running successful businesses. He’s always looking for ways to diversify beyond real estate and traditional mutual funds. He’s already working with a few private banks but is seeking niche, high-conviction portfolio strategies from boutique firms with a sharp research edge. He’s cautious but open to innovation, especially if backed by performance data and credibility.
Pain Points
Tired of generic “high-net-worth” treatment from banks; wants tailored solutions
Hard to find transparent, conviction-driven portfolio strategies
Wants stronger reporting and performance insights without chasing advisors
End Goals
Preserve and grow wealth through data-driven, actively managed strategies
Work with a team that’s proactive, responsive, and aligned to his investment philosophy
Ensure compliance, transparency, and performance benchmarking
Establish a legacy-friendly investment structure for his children
Information Architecture
During our audit, it became clear that users were dropping off due to a confusing content structure, scattered navigation, and unclear value delivery. The absence of a logical hierarchy made it difficult for both first-time users and returning investors to explore services or take action confidently.
Hence, we restructured the site’s information architecture to improve discoverability and guide users more efficiently through the conversion funnel. Key changes included redefining the homepage hierarchy, consolidating service offerings into logical groups, and streamlining CTAs across the journey.
Got an interesting product you’d like to talk about?
We help early and growth-stage teams identify friction, improve conversion, and create intuitive user experiences. Let’s discuss how this could apply to your product.
book a call
Strategy & Design
Wireframes
More than 70% of Green Portfolio’s users use a mobile device to access the website. We therefore made sure all the pages were designed in a responsive manner for both web and mobile versions.
Design System
We introduced colors, typefaces, and components that resonated with the “modern and professional” approach of Green Portfolio.
Manrope
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
DM Serif Text
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Active
Hover
Pressed
Disabled
UI Design
The final UI focused on simplifying complex investment decisions for users with varying levels of financial literacy. We prioritised clarity, hierarchy, and guided interactions across key journeys.
We also reduced decision overload by removing unnecessary options from primary flows and introducing guided pathways instead of open-ended choices.
A scalable design system ensured visual consistency across devices, with a strong mobile-first approach to optimise readability and interaction on smaller screens.
Key Features Implemented
20-second Goal-Based
Smallcase Questionnaire
A guided 20-second questionnaire that recommends relevant smallcase portfolios based on investment amount, risk appetite, financial goals, and time horizon, reducing decision fatigue and improving portfolio discovery.
Structured Services Overview
A redesigned services section that clearly differentiates offerings, minimum investment requirements, and ideal investor profiles, enabling self-serve exploration without offline dependency.
Redesigned Portfolio Detail Pages
Rebuilt portfolio pages with clearer hierarchy, simplified explanations, contextual performance insights, and structured comparisons to improve clarity and investor confidence.
Information Architecture
& Navigation Restructure
Introduced a cleaner navigation structure and logical content grouping to reduce cognitive overload and improve discoverability across devices.
Integrated WhatsApp
& Smart Call Booking
Enabled instant connection through WhatsApp and structured consultation booking, reducing friction in initiating conversations and improving lead capture.
Want similar results for your product?
We help early and growth-stage teams identify friction, improve conversion, and create intuitive user experiences. Let’s discuss how this could apply to your product.
book a call
Implementation & Optimisation
Releasing in parts
After the extensive process of strategising, brainstorming, and designing, we develop and release small versions of the website. This helps us keep track of the features that are being released, and gives us time to comprehend and analyse how users are interacting with those features. We design the next plan of action based on these insights.
Quality Assurance Tests
Once a new version of the website gets launched, we conduct comprehensive quality assurance tests on it to ensure the developed product matches the designed version.
Post release analysis
We leverage Google Analytics and PostHog to continuously monitor user behaviour and performance across the website.
PostHog session recordings enable us to identify friction points within key user journeys, uncover behavioural patterns, and detect usability issues that may not be visible through quantitative data alone. These qualitative insights informed targeted design refinements and iterative improvements.
Google Analytics provide structured visibility into traffic sources, user acquisition trends, drop-off points, bounce rates, and engagement metrics. By analysing funnel behaviour and session performance, we were able to evaluate how users interacted with core flows and optimise areas where friction impacted conversion.
Hotjar
Analytics & Research
Posthog
Analytics & Research
Google Analytics
Analytics & Research
Results & Impact
Increased user
engagement time by 2X
Average engagement time nearly doubled following the redesign, indicating improved content relevance and a more intuitive user experience.
Engaged sessions
increased by almost 3X
Engaged sessions increased by 2.75×, reflecting stronger user focus and deeper interaction across key journeys.
Returning users
increased by 70%
Returning users increased by 70.4%, demonstrating improved user trust, perceived value, and overall experience quality.
Got an interesting product you’d like to talk about?
We help early and growth-stage teams identify friction, improve conversion, and create intuitive user experiences. Let’s discuss how this could apply to your product.
book a call
Trusted by teams around the world
More Cases
Unlisted Assets
Leading Indian fintech platform enabling the discovery and transaction of unlisted shares through a secure, transparent process.
FINTECH
WEBapp
INDIA
RESULTS
Lower Onboarding Drop-Off
Higher Trade Completion
Streamlined Trade & Exit Flows
Increased Transaction Confidence
VIEW CASE STUDY
Pet Wellbeing
US-based pet health platform providing natural, vet-formulated wellness solutions for pets.
Pet health
visuals & website
USA
RESULTS
Improved Customer Experience
Elevated Social Presence
Stronger Emotional Resonance
Positive Stakeholder Feedback
VIEW CASE STUDY
View All Projects
Got a project in mind?
Let’s chat!
Can’t wait to discuss your idea?
Megha Nagar
Founder & Product Designer
Connect on Linkedin and get all the answers you need!
COnnect on linkedin
Green Portfolio
Enabling clearer, goal-driven investing through intuitive digital experiences
FINTECH
WEBSITE
INDIA
Increased user
engagement time by 2X
Average engagement time nearly doubled following the redesign, indicating improved content relevance and a more intuitive user experience.
Engaged sessions
increased by almost 3X
Engaged sessions increased by 2.75×, reflecting stronger user focus and deeper interaction across key journeys.
Returning users
increased by 70%
Returning users increased by 70.4%, demonstrating improved user trust, perceived value, and overall experience quality.
Results & Impact
Increased user engagement time by 2X
Average engagement time nearly doubled following the redesign, indicating improved content relevance and a more intuitive user experience.
Engaged sessions increased by almost 3X
Engaged sessions increased by 2.75×, reflecting stronger user focus and deeper interaction across key journeys.
Returning users increased by 70%
Returning users increased by 70.4%, demonstrating improved user trust, perceived value, and overall experience quality.
Results & Impact
Increased user
engagement time by 2X
Average engagement time nearly doubled following the redesign, indicating improved content relevance and a more intuitive user experience.
Engaged sessions
increased by almost 3X
Engaged sessions increased by 2.75×, reflecting stronger user focus and deeper interaction across key journeys.
Returning users
increased by 70%
Returning users increased by 70.4%, demonstrating improved user trust, perceived value, and overall experience quality.
Results & Impact
Domain
Fintech
Product
Website
Location
India
Services
Research, Strategy, Design
Timeline
April 2022 - Present
About Green Portfolio
Green Portfolio is a Portfolio Management Service (PMS) and Research Analyst firm specializing in the Indian equity markets. The company offers personalized, goal-based investment management solutions focused on high-returns, tailored to individual financial objectives. In addition to PMS, Green Portfolio facilitates investments in smallcases for their retail investors. They recently also launched their AIF.
Green Portfolio were recently ranked as one of the top performing PMS in India, and have been consistently in the news for their great performance. Despite being ranked so high in their field, their website faced the following critical issues-
Large drop offs at critical points in the website
Low user engagement and conversion rates
Lack of mobile responsiveness, despite high mobile user traffic
We have been working with Megha since 2022 now, and she has has made UI/UX feel like a breeze for Green Portfolio. Extensive competitive research done by her has helped us immensely build out useful tools and funnels for our products. We have been able to scale up our products by at least 10X since we have started working together and our users are also showing high satisfaction levels.
Karan Arora
Senior Manager - Advisory, Green Portfolio
Tools Used
Figma
Design & Prototyping
Hotjar
Analytics & Research
Google Analytics
Analytics & Research
Posthog
Analytics & Research
ClickUp
Project Management
Slack
Communication
Business Goals
Green Portfolio aimed to establish a credible and conversion-focused digital presence for their investment offerings. The primary goals were to clearly communicate their value proposition, build trust with high-intent investors, and enable users to discover and invest in portfolios aligned with their financial goals.
Green Portfolio needed a credible, conversion-focused digital presence to effectively present their investment offerings to potential investors. Their existing communication lacked clarity around value propositions, making it difficult for high-intent users to understand the benefits of their portfolios or confidently take the next step.
The goal was to create a clear and trustworthy digital experience that could communicate their investment strategy, build investor confidence, and enable users to easily discover and invest in portfolios aligned with their financial goals.
Our Role
My Role
Improve conversion rates across key user journeys
Build trust and credibility for HNIs and UHNIs
Simplify portfolio discovery and decision-making for retail investors
Encourage repeat visits and long-term user relationships
Improve conversion rates across key user journeys
Build trust and credibility for HNIs and UHNIs
Simplify portfolio discovery and decision-making for retail investors
Encourage repeat visits and long-term user relationships
Challenges & Solutions
CHALLENGE #1
Most user onboarding and transactions relied on offline conversations or third-party platforms due to an unclear and outdated digital experience. Investors could not easily understand offerings or take action without customer support.
THE SOLUTION
Created a structured, self-serve digital experience that clearly communicated offerings, improved discoverability, and enabled investors to explore and move forward without relying on offline channels.
CHALLENGE #2
Retail investors struggled to evaluate and choose between various smallcase portfolios due to limited financial knowledge, leading to hesitation and drop-offs.
THE SOLUTION
Introduced a simple, goal-based questionnaire that guided users to the most relevant smallcase portfolio based on their investment amount, horizon, and objectives.
CHALLENGE #3
Portfolio pages did not clearly communicate strategy, differentiation, or value, making it difficult for investors to build confidence and make informed decisions.
THE SOLUTION
Redesigned portfolio pages with clearer structure, simplified explanations, and contextual comparisons to help investors understand the strategy and evaluate its relevance.
CHALLENGE #4
Disorganised architecture, inconsistent layouts, lack of mobile responsiveness, and outdated visuals and content made it difficult for investors to find information or understand next steps.
THE SOLUTION
Restructured the information architecture and introduced a cohesive design system, improving navigation clarity, usability, and overall credibility.
CHALLENGE #5
Investors had no seamless way to connect, ask questions, or schedule consultations. They usually had to wait for a long time until a team member got back to them.
THE SOLUTION
Integrated WhatsApp and enabled structured call booking, allowing investors to instantly connect or schedule consultations at their convenience.
Want similar results for your product?
We help early and growth-stage teams identify friction, improve conversion, and create intuitive user experiences. Let’s discuss how this could apply to your product.
Research
UX Audit
Our UX audit of Green Portfolio was conducted as a strategic evaluation of how effectively the platform supported discovery, trust-building, and conversion across its smallcase, PMS, and AIF offerings.
We assessed the clarity of the value proposition, the structure of user journeys, and the platform’s ability to guide users from initial exploration to informed decision-making. The analysis identified structural friction, unclear service differentiation, and reliance on offline support that limited scalability and user independence.
Special attention was given to portfolio selection complexity, trust cues at critical decision points, and the overall alignment between business goals and user experience. We also evaluated mobile usability and navigation patterns to ensure the experience supported high-intent users across devices.
Following observations were made -
Broken, complicated, and confusing user journeys
Unclear value proposition and lack of trust building factors on the website
Overwhelming customer support tickets because of lack of clarity on the website
Overlooked ‘Our Services’ Section because of non intuitive design and lack of clickable items
Service pages failed to clearly communicate their unique benefits
Obsolete and incohesive visual design, and a lack of mobile responsiveness
Poor website loading time
Broken, complicated, and confusing user journeys
Unclear value proposition and lack of trust building factors on the website
Overwhelming customer support tickets because of lack of clarity on the website
Overlooked ‘Our Services’ Section because of non intuitive design and lack of clickable items
Service pages failed to clearly communicate their unique benefits
Obsolete and incohesive visual design, and a lack of mobile responsiveness
Poor website loading time
Competitive Analysis
We conducted a comprehensive competitive analysis to understand both Indian and International markets, and where Green Portfolio stood in comparison to their competitors.
User Persona
After conducting thorough user research of existing customer base through interviews and questionnaires, we categorized the users into two groups - retail investors, and ultra/high net worth individuals. Considering how Green Portfolio deals with PMS, AIF, and smallcase portfolios, this insight proved positive.
Retail Investor
Name
Age
Gender
Location
: Dhruv
: 35 years
: Male
: Hyderabad
"I want to grow my money faster than mutual funds allow, but I don't have the time to pick stocks every day."
Dhruv is a 35-year-old Hyderabad resident who has been investing in mutual funds for a while. He is a dedicated follower of investment gurus on social media, and wants to venture into more aggressive opportunities to recognize untapped potential. Although he has a limited understanding of stock portfolio investing, he aims to become more hands-on in decision-making and take control of his investments.
He acknowledges the importance of finding a reliable and approachable investment partner to navigate this new terrain and wants to be associated with someone who can help him achieve higher returns while managing risks in the dynamic world of investments.
Pain Points
Doesn’t trust most influencers and tips on social media
Finds stock research overwhelming and time-consuming
Isn’t sure how to assess portfolio risk or sector exposure
Unaware of instruments that will help him get higher risk adjusted returns
Can’t find affordable strategies that can give higher returns
End Goals
Get higher risk adjusted returns compared to existing investment options
Build a strong equity portfolio aligned with India's long-term growth
Gain confidence in his investment choices through data and performance insights
"I want to grow my money faster than mutual funds allow, but I don't have the time to pick stocks every day."
Retail Investor
Name
Age
Gender
Location
: Dhruv
: 35 years
: Male
: Hyderabad
Dhruv is a 35-year-old Hyderabad resident who has been investing in mutual funds for a while. He is a dedicated follower of investment gurus on social media, and wants to venture into more aggressive opportunities to recognize untapped potential. Although he has a limited understanding of stock portfolio investing, he aims to become more hands-on in decision-making and take control of his investments.
He acknowledges the importance of finding a reliable and approachable investment partner to navigate this new terrain and wants to be associated with someone who can help him achieve higher returns while managing risks in the dynamic world of investments.
Pain Points
Doesn’t trust most influencers and tips on social media
Finds stock research overwhelming and time-consuming
Isn’t sure how to assess portfolio risk or sector exposure
Unaware of instruments that will help him get higher risk adjusted returns
Can’t find affordable strategies that can give higher returns
End Goals
Get higher risk adjusted returns compared to existing investment options
Build a strong equity portfolio aligned with India's long-term growth
Gain confidence in his investment choices through data and performance insights
UHNI/HNI
Name
Age
Gender
Location
: Ramesh
: 58 years
: Male
: Delhi
"Investment is not just about money, it's about strategy, knowledge, and the relentless pursuit of excellence."
Ramesh has built his wealth over three decades of running successful businesses. He’s always looking for ways to diversify beyond real estate and traditional mutual funds. He’s already working with a few private banks but is seeking niche, high-conviction portfolio strategies from boutique firms with a sharp research edge. He’s cautious but open to innovation, especially if backed by performance data and credibility.
Pain Points
Tired of generic “high-net-worth” treatment from banks; wants tailored solutions
Hard to find transparent, conviction-driven portfolio strategies
Wants stronger reporting and performance insights without chasing advisors
End Goals
Preserve and grow wealth through data-driven, actively managed strategies
Work with a team that’s proactive, responsive, and aligned to his investment philosophy
Ensure compliance, transparency, and performance benchmarking
Establish a legacy-friendly investment structure for his children
"Investment is not just about money, it's about strategy, knowledge, and the relentless pursuit of excellence."
UHNI/HNI
Name
Age
Gender
Location
: Ramesh
: 58 years
: Male
: Delhi
Ramesh has built his wealth over three decades of running successful businesses. He’s always looking for ways to diversify beyond real estate and traditional mutual funds. He’s already working with a few private banks but is seeking niche, high-conviction portfolio strategies from boutique firms with a sharp research edge. He’s cautious but open to innovation, especially if backed by performance data and credibility.
Pain Points
Tired of generic “high-net-worth” treatment from banks; wants tailored solutions
Hard to find transparent, conviction-driven portfolio strategies
Wants stronger reporting and performance insights without chasing advisors
End Goals
Preserve and grow wealth through data-driven, actively managed strategies
Work with a team that’s proactive, responsive, and aligned to his investment philosophy
Ensure compliance, transparency, and performance benchmarking
Establish a legacy-friendly investment structure for his children
Information Architecture
During our audit, it became clear that users were dropping off due to a confusing content structure, scattered navigation, and unclear value delivery. The absence of a logical hierarchy made it difficult for both first-time users and returning investors to explore services or take action confidently.
Hence, we restructured the site’s information architecture to improve discoverability and guide users more efficiently through the conversion funnel. Key changes included redefining the homepage hierarchy, consolidating service offerings into logical groups, and streamlining CTAs across the journey.
Got an interesting product you’d like to talk about?
We help early and growth-stage teams identify friction, improve conversion, and create intuitive user experiences. Let’s discuss how this could apply to your product.
Strategy & Design
Wireframes
More than 70% of Green Portfolio’s users use a mobile device to access the website. We therefore made sure all the pages were designed in a responsive manner for both web and mobile versions.
Design System
We introduced colors, typefaces, and components that resonated with the “modern and professional” approach of Green Portfolio.
Manrope
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
DM Serif Text
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
UI Design
The final UI focused on simplifying complex investment decisions for users with varying levels of financial literacy. We prioritised clarity, hierarchy, and guided interactions across key journeys.
We also reduced decision overload by removing unnecessary options from primary flows and introducing guided pathways instead of open-ended choices.
A scalable design system ensured visual consistency across devices, with a strong mobile-first approach to optimise readability and interaction on smaller screens.
Key Features Implemented
20-second Goal-Based
Smallcase Questionnaire
A guided 20-second questionnaire that recommends relevant smallcase portfolios based on investment amount, risk appetite, financial goals, and time horizon, reducing decision fatigue and improving portfolio discovery.
Structured Services Overview
A redesigned services section that clearly differentiates offerings, minimum investment requirements, and ideal investor profiles, enabling self-serve exploration without offline dependency.
Redesigned Portfolio Detail Pages
Rebuilt portfolio pages with clearer hierarchy, simplified explanations, contextual performance insights, and structured comparisons to improve clarity and investor confidence.
Information Architecture
& Navigation Restructure
Introduced a cleaner navigation structure and logical content grouping to reduce cognitive overload and improve discoverability across devices.
Integrated WhatsApp
& Smart Call Booking
Enabled instant connection through WhatsApp and structured consultation booking, reducing friction in initiating conversations and improving lead capture.
Want similar results for your product?
We help early and growth-stage teams identify friction, improve conversion, and create intuitive user experiences. Let’s discuss how this could apply to your product.
Implementation & Optimisation
Releasing in parts
After the extensive process of strategising, brainstorming, and designing, we develop and release small versions of the website. This helps us keep track of the features that are being released, and gives us time to comprehend and analyse how users are interacting with those features. We design the next plan of action based on these insights.
Quality Assurance Tests
Once a new version of the website gets launched, we conduct comprehensive quality assurance tests on it to ensure the developed product matches the designed version.
Post release analysis
We leverage Google Analytics and PostHog to continuously monitor user behaviour and performance across the website.
PostHog session recordings enable us to identify friction points within key user journeys, uncover behavioural patterns, and detect usability issues that may not be visible through quantitative data alone. These qualitative insights informed targeted design refinements and iterative improvements.
Google Analytics provide structured visibility into traffic sources, user acquisition trends, drop-off points, bounce rates, and engagement metrics. By analysing funnel behaviour and session performance, we were able to evaluate how users interacted with core flows and optimise areas where friction impacted conversion.
Posthog
Analytics & Research
Google Analytics
Analytics & Research
Results & Impact
Increased user
engagement time by 2X
Average engagement time nearly doubled following the redesign, indicating improved content relevance and a more intuitive user experience.
Engaged sessions
increased by almost 3X
Engaged sessions increased by 2.75×, reflecting stronger user focus and deeper interaction across key journeys.
Returning users increased by 70%
Returning users increased by 70.4%, demonstrating improved user trust, perceived value, and overall experience quality.
Got an interesting product you’d like to talk about?
We help early and growth-stage teams identify friction, improve conversion, and create intuitive user experiences. Let’s discuss how this could apply to your product.
Trusted by teams
around the world
Trusted by teams around the world
More Cases
Unlisted Assets
Leading Indian fintech platform enabling the discovery and transaction of unlisted shares through a secure, transparent process.
FINTECH
WEBapp
INDIA
RESULTS
Lower Onboarding Drop-Off
Higher Trade Completion
Streamlined Trade & Exit Flows
Increased Transaction Confidence
VIEW CASE STUDY
Pet Wellbeing
US-based pet health platform providing natural, vet-formulated wellness solutions for pets.
Pet health
visuals & website
USA
RESULTS
Improved Customer Experience
Elevated Social Presence
Stronger Emotional Resonance
Positive Stakeholder Feedback
VIEW CASE STUDY
Unlisted Assets
Leading Indian fintech platform enabling the discovery and transaction of unlisted shares through a secure, transparent process.
FINTECH
WEBapp
INDIA
RESULTS
VIEW CASE STUDY
Lower Onboarding Drop-Off
Higher Trade Completion
Streamlined Trade & Exit Flows
Increased Transaction Confidence
Pet Wellbeing
US-based pet health platform providing natural, vet-formulated wellness solutions for pets.
Pet health
visuals & website
USA
RESULTS
VIEW CASE STUDY
Improved Customer Experience
Elevated Social Presence
Stronger Emotional Resonance
Positive Stakeholder Feedback
View All Projects
Got a project in mind?
Let’s chat!
Can’t wait to discuss your idea?
Megha Nagar
Founder & Product Designer
Connect on Linkedin and get all the answers you need!
COnnect on linkedin
Got a project in mind?
Let’s chat!
Can’t wait to discuss your idea?
Megha Nagar
Founder & Product Designer
Connect on Linkedin and get all the answers you need!
COnnect on linkedin
Got a project in mind?
Let’s chat!
Can’t wait to discuss your idea?
Megha Nagar
Founder & Product Designer
Connect on Linkedin and get all the answers you need!
COnnect on linkedin
Tools Used
Figma
Design & Prototyping
Hotjar
Analytics & Research
Google Analytics
Analytics & Research
Jotform
User Research
Posthog
Analytics & Research
ClickUp
Project Management
Slack
Communication