Unlisted Assets
Enabling transparent and structured access to unlisted securities in India through a scalable digital trading platform.
FINTECH
WEBapp
INDIA
view LIVE website
Results & Impact
Lower Onboarding Drop-Off
Clarified transaction mechanics, documentation requirements, and demat prerequisites to reduce early-stage confusion among retail investors.
Higher Trade Completion
Addressed common retail confusion by embedding guided, step-by-step support directly into KYC and transaction flows, increasing successful onboarding and trade execution.
Streamlined Trade & Exit Flows
Restructured fragmented journeys into guided, stage-based workflows.
Increased Transaction Confidence
Introduced clearer hierarchy and contextual cues in compliance-heavy flows.
Domain
Fintech
Product
Website & Webapp
Location
India
Services
Research, Strategy, Design
Timeline
February 2021 -
January 2025
About Unlisted Assets
Unlisted shares are securities or financial instruments that are not listed in the stock market. An unlisted public company is one which is not listed on any stock exchange but can have an unlimited number of shareholders to raise capital for any commercial venture.
Unlisted Assets is a leading platform facilitating buying, selling and exploring unlisted shares in India through a transparent and secure process, leveraging intelligence and technology for a seamless transactional experience.
Tools Used
Figma
Design & Prototyping
Hotjar
Analytics & Research
Google Analytics
Analytics & Research
Jotform
User Research
ClickUp
Project Management
Slack
Communication
Business Goals
Unlisted Assets set out to build a secure, multi-device trading platform that would allow retail investors to buy and sell unlisted shares in a transparent, escrow-backed environment. At the time, most unlisted share transactions were still handled through fragmented, offline processes that lacked transparency and trust.
The goal was to digitize this traditionally offline workflow and create a structured, trust-driven platform that could simplify transactions, improve accessibility for retail investors, and encourage greater adoption of online trading in unlisted assets.
My Role
Lead end-to-end UX strategy and product design across the retail trading platform.
Conduct stakeholder and retail investor research to identify transaction friction and compliance constraints.
Re-architect acquisition, onboarding, and trade journeys to enable secure, online-first execution.
Challenges & Solutions
CHALLENGE #1
Retail investors lacked a structured way to exit holdings, limiting confidence in participating in unlisted trades.
THE SOLUTION
Designed a sell journey that enabled structured exit requests, improving liquidity and investor confidence.
CHALLENGE #2
The transaction process was lengthy, broken, and difficult to understand, offered no ability to pause and resume, and lacked status visibility during share transfers.
THE SOLUTION
Re-architected the trade journey into stage-based flows with save-and-resume capability, progress indicators, and real-time status tracking.
CHALLENGE #3
Mandatory KYC and demat verification created high drop-offs during onboarding itself, particularly when users were unaware of their DP ID or depository details.
THE SOLUTION
Integrated contextual demat education, broker-specific guidance, and structured KYC flows to reduce manual support dependency and improve onboarding completion.
CHALLENGE #4
The marketplace lacked sufficient company context to spark interest, while detailed pages were information-heavy and unstructured.
THE SOLUTION
Redesigned the discovery and company detail experience with clearer hierarchy, improved data grouping, and breathable layouts to support informed exploration.
CHALLENGE #5
Unlisted investing is a niche market, and many retail investors were unfamiliar with how it works, associated risks, and transaction mechanics.
THE SOLUTION
Embedded educational cues, contextual explanations, and expectation-setting across acquisition and trading flows to build trust and market understanding.
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
PHASE 1 (Feb 2021 - September 2023)
Optimising the Live Platform
Phase 1 of the design process focused on diagnosing friction points in the live product and restructuring critical journeys to improve clarity, trust, and completion rates.
Research
UX Audit
We began by auditing the existing journeys end-to-end to understand how transactions were structured and where friction occurred. The audit focused on identifying structural gaps, cognitive overload, and breakdowns in continuity across high-value transaction stages.
Following observations were made -
Friction-Heavy Onboarding
The onboarding flow assumed prior familiarity with unlisted share trading. New users struggled to understand required actions, leading to early frustration and abandonment.
Disjointed Transaction Architecture
Buy and sell journeys lacked structural continuity. Users were frequently moved between steps without clear context, increasing cognitive load during critical decision moments.
Lengthy, Procedural
Transaction Flows
Transaction journeys were extended and operationally dense, with multiple uncertainty points. Drop-offs were concentrated near financial commitment stages.
Absence of Strong Decision Making Factors
Users were expected to commit capital without sufficient contextual cues such as valuation benchmarks, process timelines, or comparison anchors, which made decisions feel speculative.
Trust Gaps at
Confirmation Stages
Critical confirmation moments lacked reassurance signals, transparency around next steps, and visible process clarity, resulting in observable hesitation during user testing.
Limited Asset Education
The platform did not adequately explain what unlisted shares are, how they differ from listed equities, or the associated risks, weakening user confidence before commitment.
Stakeholder Interviews
Following the audit, we aligned with internal stakeholders to understand the operational and regulatory realities influencing the experience. Since unlisted share transactions involve coordination between buyers, sellers, brokers, and depositories, many interaction patterns were shaped by backend constraints. These conversations clarified revenue-critical stages, demat handling complexities, and internal assumptions around drop-offs, ensuring that future design decisions would remain grounded in business feasibility.
Competitive Analysis
We evaluated unlisted trading platforms and adjacent fintech products to study how high-risk financial transactions are structured and communicated. The analysis focused on how trust is established, how transaction stages are sequenced, and how platforms support users in making informed financial decisions. This revealed clear opportunities to strengthen clarity, transparency, and confidence-building within our own experience.
Heatmaps & Session Recordings
To observe real behavioral patterns, we analyzed heatmaps and session recordings across key transaction journeys. This allowed us to identify hesitation zones and drop-offs near financial commitment stages. These patterns indicated decision uncertainty rather than simple usability errors, reinforcing the need for structural intervention.
Moderated Diagnostic Usability Testing
We conducted live usability sessions on the untouched product, where users shared their screens and verbalized their thought process while navigating buy and sell flows. Observing real-time hesitation helped surface confusion during onboarding, anxiety before transaction confirmation, and misinterpretation of settlement steps. Testing the live system clarified where the experience required stronger guidance, contextual framing, and reassurance.
User Surveys
To validate qualitative findings at scale, we ran user surveys using Jotform to understand investor awareness, perceived complexity, and confidence levels related to unlisted share trading. The responses reinforced the need for clearer education, simplified transaction framing, and stronger trust signals before financial commitment.
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
User Flows
Based on audit and usability findings, we restructured the end-to-end buy and sell journeys to improve continuity and reduce fragmentation. The revised flows consolidated redundant steps, clarified stage transitions, and aligned transaction logic with user mental models rather than backend processes.
Wireframes
Before moving into high-fidelity screens, we developed wireframes to test layout hierarchy, content sequencing, and progressive disclosure patterns. This allowed us to simplify dense transactional steps and reduce content overload at commitment stages.
The wireframing phase focused on clarifying decision checkpoints and improving the visibility of critical information.
UI Design
With the structural changes defined, we translated the improved flows into high-fidelity designs using the existing design system. Rather than altering the visual language, the emphasis was on layout clarity, spacing, content grouping, and reinforcement cues during key moments.
This ensured consistency while elevating usability and trust perception.
Key Features Implemented
Structured Sell Request System
Designed and implemented a dedicated sell journey that enabled investors to raise structured exit requests. This introduced liquidity visibility within the marketplace and improved confidence in participating in unlisted trades.
Stage-Based Trade Architecture
Re-architected the transaction journey into clearly defined stages with progress indicators, save-and-resume capability, and real-time status tracking. This reduced drop-offs in lengthy transactions and improved process transparency during share transfers.
Transaction Status Tracking
Created a comprehensive transaction history page that consolidated all trade-related information like stage progress, expected transfer timelines, settlement updates, and key transaction details.
Redesigned Discovery &
Company Detail Experience
Revamped the marketplace browsing and company detail pages with clearer information hierarchy, improved data grouping, and more breathable layouts. This enabled informed exploration while reducing information fatigue.
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
Rather than deploying all changes at once, we released improvements in controlled parts. High-impact structural changes were introduced incrementally to monitor behavioral shifts and reduce disruption to ongoing trades.
This approach allowed us to validate improvements in real environments while maintaining operational continuity.
Quality Assurance Tests
After each release, we conducted detailed design QA to ensure that the implemented flows and interfaces accurately reflected the intended designs.
Post release analysis
After stabilization, we monitored user behavior through session recordings, drop-off tracking, and transaction progression analysis. This helped us evaluate whether structural changes reduced hesitation during commitment stages and improved clarity in post-transaction visibility.
Insights from post-release analysis informed further refinements and minor iterations to improve continuity and trust reinforcement.
Hotjar
Analytics & Research
Google Analytics
Analytics & Research
Results & Impact
Lower Onboarding Drop-Off
Clarified transaction mechanics, documentation requirements, and demat prerequisites to reduce early-stage confusion among retail investors.
Higher Trade Completion
Addressed common retail confusion by embedding guided, step-by-step support directly into KYC and transaction flows, increasing successful onboarding and trade execution.
Streamlined Trade & Exit Flows
Restructured fragmented journeys into guided, stage-based workflows.
Increased Transaction Confidence
Introduced clearer hierarchy and contextual cues in compliance-heavy flows.
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
PHASE 2 (October 2023 - January 2025)
MVP Rebuild & Experience Simplification
Following Phase 1 optimizations, we initiated a long-term redesign to reimagine the unlisted assets platform end-to-end. Phase 2 transitioned the platform from a feature-heavy trading system to a focused, compliance-aware MVP by simplifying journeys, restructuring architecture, and evolving the design system.
During development, evolving regulatory requirements led to the platform being paused before public launch. However, the complete product architecture and prototype were fully designed and validated.
Research
Stakeholder Realignment
We conducted stakeholder discussions to reassess the long-term direction of the platform. With increasing regulatory shifts and product complexity, the focus moved from feature expansion to defining a lean, compliance-ready MVP centered around essential trading actions.
Competitive Analysis
We evaluated fintech and alternative investment platforms to understand how complex financial interactions were simplified without compromising trust. Insights from this analysis informed clearer stage-based flows and reduced cognitive load in high-stakes actions.
Information Architecture Restructuring
We audited the existing architecture to identify redundancy and feature bloat. Navigation and feature sets were reorganized around core user goals like onboarding, discovery, transaction, and tracking, forming the foundation for a simplified ecosystem.
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
Strategy & Design
MVP Product Re-Definition
Phase 2 began with redefining the platform as a focused MVP. Instead of expanding features, the goal shifted toward simplifying the experience around core trading actions. We streamlined the product scope to prioritize clarity, regulatory alignment, and reduced operational friction.
Simplified User Flows
We redesigned end-to-end user flows across onboarding, buying, selling, and transaction tracking. Multi-branch paths were consolidated into structured, stage-based journeys to reduce ambiguity and shorten completion paths. Each flow was aligned with updated business goals and compliance considerations.
Wireframes
Low- and mid-fidelity wireframes were developed for the website, web application, and mobile app to validate structural consistency before visual execution. This ensured that navigation logic, content hierarchy, and interaction patterns were aligned across platforms.
Design System Evolution
To support the simplified product direction, we introduced a new design system with updated colors, typography, spacing logic, and component states. The system aimed to elevate brand credibility while improving interface consistency and scalability across devices.
Red Hat Display
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Manrope
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Web App & Mobile App
The trading platform interface was fully redesigned for both web and mobile experiences. Simplified navigation, clearer decision states, and reduced visual clutter helped create a more intuitive environment for high-stakes financial actions.
Website Redesign
As regulatory developments required pausing platform access, the website became the primary public-facing touchpoint. We redesigned it to clearly communicate the value proposition of unlisted assets, simplify engagement into a focused contact flow, and reflect the evolved visual language.
Key Features Implemented
Simplified Onboarding
Reduced onboarding time by removing non-essential steps and deferring bank and demat account linking to the transaction stage. Added contextual tooltips (e.g., for CML uploads) to simplify compliance-heavy requirements and reduce user confusion.
Overview Dashboard
Introduced a consolidated dashboard displaying portfolio value, active buy/sell requests, and recent notifications at login. This improved visibility of critical information and reduced navigation friction.
Improved Transaction Tracking
Redesigned the transaction status experience into a clear stepper model showing deal initiation, transfer progress, upcoming steps, and estimated timelines, improving transparency during high-value trades.
Structured Notification System
Centralized transaction and system updates into a cohesive notification framework with clearer categorization and hierarchy, reducing missed actions and scattered communication.
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
Implementation
High-Fidelity End-to-End Prototype
Developed a fully interactive prototype simulating real transaction states, onboarding conditions, and cross-device transitions. This enabled validation of usability and business logic before engineering commitment.
Regulatory Pivot & Controlled Rollout
As regulatory frameworks evolved, the trading platform required structural adjustments beyond the current operating model. While the MVP platform was not publicly launched, the redesigned website was successfully deployed with minor compliance-driven changes.
Strategic Outcomes
Established a Lean, Compliance-Ready MVP
Phase 2 redefined the platform from a feature-heavy system to a simplified, regulation-aware MVP. This shift reduced systemic complexity and created a scalable foundation aligned with evolving compliance requirements.
Unified Brand &
Product Experience
The newly introduced design system was successfully implemented in the live website and established a consistent visual language across web and mobile prototypes, strengthening brand credibility and cohesion.
Validated Future
Trading Experience
A fully interactive end-to-end prototype simulated real transaction states and cross-device flows, enabling stakeholders to validate usability and business logic prior to engineering investment, significantly de-risking future activation.
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
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Unlisted Assets
Enabling transparent and structured access to unlisted securities in India through a scalable digital trading platform.
FINTECH
WEBapp
INDIA
Lower Onboarding Drop-Off
Clarified transaction mechanics, documentation requirements, and demat prerequisites to reduce early-stage confusion among retail investors.
Higher Trade Completion
Addressed common retail confusion by embedding guided, step-by-step support directly into KYC and transaction flows, increasing successful onboarding and trade execution.
Streamlined Trade & Exit Flows
Restructured fragmented journeys into guided, stage-based workflows.
Increased Transaction Confidence
Introduced clearer hierarchy and contextual cues in compliance-heavy flows.
Results & Impact
Lower Onboarding Drop-Off
Clarified transaction mechanics, documentation requirements, and demat prerequisites to reduce early-stage confusion among retail investors.
Higher Trade Completion
Addressed common retail confusion by embedding guided, step-by-step support directly into KYC and transaction flows, increasing successful onboarding and trade execution.
Streamlined Trade & Exit Flows
Restructured fragmented journeys into guided, stage-based workflows.
Increased Transaction Confidence
Introduced clearer hierarchy and contextual cues in compliance-heavy flows.
Results & Impact
Domain
Fintech
Product
Website & Webapp
Location
India
Services
Research, Strategy, Design
Timeline
February 2021 - January 2025
About Unlisted Assets
Unlisted shares are securities or financial instruments that are not listed in the stock market. An unlisted public company is one which is not listed on any stock exchange but can have an unlimited number of shareholders to raise capital for any commercial venture.
Unlisted Assets is a leading platform facilitating buying, selling and exploring unlisted shares in India through a transparent and secure process, leveraging intelligence and technology for a seamless transactional experience.
Tools Used
Figma
Design & Prototyping
Hotjar
Analytics & Research
Google Analytics
Analytics & Research
Jotform
User Research
ClickUp
Project Management
Slack
Communication
Tools Used
Figma
Design & Prototyping
Hotjar
Analytics & Research
Google Analytics
Analytics & Research
Jotform
User Research
ClickUp
Project Management
Slack
Communication
Business Goals
Unlisted Assets aimed to build a secure, multi-device trading platform enabling retail investors to buy and sell unlisted shares within a transparent, escrow-backed environment. The objective was to digitise a traditionally offline process and drive higher adoption of online transactions through a structured, trust-driven experience.
Unlisted Assets set out to build a secure, multi-device trading platform that would allow retail investors to buy and sell unlisted shares in a transparent, escrow-backed environment. At the time, most unlisted share transactions were still handled through fragmented, offline processes that lacked transparency and trust.
The goal was to digitize this traditionally offline workflow and create a structured, trust-driven platform that could simplify transactions, improve accessibility for retail investors, and encourage greater adoption of online trading in unlisted assets.
Our Role
My Role
Lead end-to-end UX strategy and product design across the retail trading platform.
Conduct stakeholder and retail investor research to identify transaction friction and compliance constraints.
Re-architect acquisition, onboarding, and trade journeys to enable secure, online-first execution.
Challenges & Solutions
CHALLENGE #1
Retail investors lacked a structured way to exit holdings, limiting confidence in participating in unlisted trades.
THE SOLUTION
Designed a sell journey that enabled structured exit requests, improving liquidity and investor confidence.
CHALLENGE #2
The transaction process was lengthy, broken, and difficult to understand, offered no ability to pause and resume, and lacked status visibility during share transfers.
THE SOLUTION
Re-architected the trade journey into stage-based flows with save-and-resume capability, progress indicators, and real-time status tracking.
CHALLENGE #3
Mandatory KYC and demat verification created high drop-offs during onboarding itself, particularly when users were unaware of their DP ID or depository details.
THE SOLUTION
Integrated contextual demat education, broker-specific guidance, and structured KYC flows to reduce manual support dependency and improve onboarding completion.
CHALLENGE #4
The marketplace lacked sufficient company context to spark interest, while detailed pages were information-heavy and unstructured.
THE SOLUTION
Redesigned the discovery and company detail experience with clearer hierarchy, improved data grouping, and breathable layouts to support informed exploration.
CHALLENGE #5
Unlisted investing is a niche market, and many retail investors were unfamiliar with how it works, associated risks, and transaction mechanics.
THE SOLUTION
Embedded educational cues, contextual explanations, and expectation-setting across acquisition and trading flows to build trust and market understanding.
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
PHASE 1
(Feb 2021 - September 2023)
Optimising the Live Platform
Phase 1 of the design process focused on diagnosing friction points in the live product and restructuring critical journeys to improve clarity, trust, and completion rates.
Research
UX Audit
We began by auditing the existing journeys end-to-end to understand how transactions were structured and where friction occurred. The audit focused on identifying structural gaps, cognitive overload, and breakdowns in continuity across high-value transaction stages.
Following observations were made -
Friction-Heavy Onboarding
The onboarding flow assumed prior familiarity with unlisted share trading. New users struggled to understand required actions, leading to early frustration and abandonment.
Disjointed Transaction Architecture
Buy and sell journeys lacked structural continuity. Users were frequently moved between steps without clear context, increasing cognitive load during critical decision moments.
Lengthy Transaction Flows
Transaction journeys were extended and operationally dense, with multiple uncertainty points. Drop-offs were concentrated near financial commitment stages.
Absence of Strong
Decision Making Factors
Absence of Strong Decision Making Factors
Users were expected to commit capital without sufficient contextual cues such as valuation benchmarks, process timelines, or comparison anchors, which made decisions feel speculative.
Trust Gaps at Confirmation Stages
Critical confirmation moments lacked reassurance signals, transparency around next steps, and visible process clarity, resulting in observable hesitation during user testing.
Limited Asset Education
The platform did not adequately explain what unlisted shares are, how they differ from listed equities, or the associated risks, weakening user confidence before commitment.
Friction-Heavy Onboarding
The onboarding flow assumed prior familiarity with unlisted share trading. New users struggled to understand required actions, leading to early frustration and abandonment.
Disjointed Transaction Architecture
Buy and sell journeys lacked structural continuity. Users were frequently moved between steps without clear context, increasing cognitive load during critical decision moments.
Trust Gaps at Confirmation Stages
Critical confirmation moments lacked reassurance signals, transparency around next steps, and visible process clarity, resulting in observable hesitation during user testing.
Limited Asset Education
The platform did not adequately explain what unlisted shares are, how they differ from listed equities, or the associated risks, weakening user confidence before commitment.
Lengthy Transaction Flows
Transaction journeys were extended and operationally dense, with multiple uncertainty points. Drop-offs were concentrated near financial commitment stages.
Absence of Strong Decision Making Factors
Users were expected to commit capital without sufficient contextual cues such as valuation benchmarks, process timelines, or comparison anchors, which made decisions feel speculative.
Stakeholder Interviews
Following the audit, we aligned with internal stakeholders to understand the operational and regulatory realities influencing the experience. Since unlisted share transactions involve coordination between buyers, sellers, brokers, and depositories, many interaction patterns were shaped by backend constraints. These conversations clarified revenue-critical stages, demat handling complexities, and internal assumptions around drop-offs, ensuring that future design decisions would remain grounded in business feasibility.
Competitive Analysis
We evaluated unlisted trading platforms and adjacent fintech products to study how high-risk financial transactions are structured and communicated. The analysis focused on how trust is established, how transaction stages are sequenced, and how platforms support users in making informed financial decisions. This revealed clear opportunities to strengthen clarity, transparency, and confidence-building within our own experience.
Heatmaps & Session Recordings
To observe real behavioral patterns, we analyzed heatmaps and session recordings across key transaction journeys. This allowed us to identify hesitation zones and drop-offs near financial commitment stages. These patterns indicated decision uncertainty rather than simple usability errors, reinforcing the need for structural intervention.
Moderated Diagnostic Usability Testing
We conducted live usability sessions on the untouched product, where users shared their screens and verbalized their thought process while navigating buy and sell flows. Observing real-time hesitation helped surface confusion during onboarding, anxiety before transaction confirmation, and misinterpretation of settlement steps. Testing the live system clarified where the experience required stronger guidance, contextual framing, and reassurance.
User Surveys
To validate qualitative findings at scale, we ran user surveys using Jotform to understand investor awareness, perceived complexity, and confidence levels related to unlisted share trading. The responses reinforced the need for clearer education, simplified transaction framing, and stronger trust signals before financial commitment.
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
User Flows
Based on audit and usability findings, we restructured the end-to-end buy and sell journeys to improve continuity and reduce fragmentation. The revised flows consolidated redundant steps, clarified stage transitions, and aligned transaction logic with user mental models rather than backend processes.
Wireframes
Before moving into high-fidelity screens, we developed wireframes to test layout hierarchy, content sequencing, and progressive disclosure patterns. This allowed us to simplify dense transactional steps and reduce content overload at commitment stages.
The wireframing phase focused on clarifying decision checkpoints and improving the visibility of critical information.
UI Design
With the structural changes defined, we translated the improved flows into high-fidelity designs using the existing design system. Rather than altering the visual language, the emphasis was on layout clarity, spacing, content grouping, and reinforcement cues during key moments.
This ensured consistency while elevating usability and trust perception.
Key Features Implemented
Structured Sell Request System
Designed and implemented a dedicated sell journey that enabled investors to raise structured exit requests. This introduced liquidity visibility within the marketplace and improved confidence in participating in unlisted trades.
Stage-Based Trade Architecture
Re-architected the transaction journey into clearly defined stages with progress indicators, save-and-resume capability, and real-time status tracking. This reduced drop-offs in lengthy transactions and improved process transparency during share transfers.
Transaction Status Tracking
Created a comprehensive transaction history page that consolidated all trade-related information like stage progress, expected transfer timelines, settlement updates, and key transaction details.
Redesigned Discovery
& Company Detail Experience
Redesigned Discovery & Company Detail Experience
Revamped the marketplace browsing and company detail pages with clearer information hierarchy, improved data grouping, and more breathable layouts. This enabled informed exploration while reducing information fatigue.
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
Rather than deploying all changes at once, we released improvements in controlled parts. High-impact structural changes were introduced incrementally to monitor behavioral shifts and reduce disruption to ongoing trades.
This approach allowed us to validate improvements in real environments while maintaining operational continuity.
Quality Assurance Tests
After each release, we conducted detailed design QA to ensure that the implemented flows and interfaces accurately reflected the intended designs.
Post release analysis
After stabilization, we monitored user behavior through session recordings, drop-off tracking, and transaction progression analysis. This helped us evaluate whether structural changes reduced hesitation during commitment stages and improved clarity in post-transaction visibility.
Insights from post-release analysis informed further refinements and minor iterations to improve continuity and trust reinforcement.
Hotjar
Analytics & Research
Google Analytics
Analytics & Research
Results & Impact
Lower Onboarding Drop-Off
Clarified transaction mechanics, documentation requirements, and demat prerequisites to reduce early-stage confusion among retail investors.
Higher Trade Completion
Addressed common retail confusion by embedding guided, step-by-step support directly into KYC and transaction flows, increasing successful onboarding and trade execution.
Streamlined Trade & Exit Flows
Restructured fragmented journeys into guided, stage-based workflows.
Increased Transaction Confidence
Introduced clearer hierarchy and contextual cues in compliance-heavy flows.
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
PHASE 2
(October 2023 - January 2025)
MVP Rebuild & Experience Simplification
Following Phase 1 optimizations, we initiated a long-term redesign to reimagine the unlisted assets platform end-to-end. Phase 2 transitioned the platform from a feature-heavy trading system to a focused, compliance-aware MVP by simplifying journeys, restructuring architecture, and evolving the design system.
During development, evolving regulatory requirements led to the platform being paused before public launch. However, the complete product architecture and prototype were fully designed and validated.
Research
Stakeholder Realignment
We conducted stakeholder discussions to reassess the long-term direction of the platform. With increasing regulatory shifts and product complexity, the focus moved from feature expansion to defining a lean, compliance-ready MVP centered around essential trading actions.
Competitive Analysis
We evaluated fintech and alternative investment platforms to understand how complex financial interactions were simplified without compromising trust. Insights from this analysis informed clearer stage-based flows and reduced cognitive load in high-stakes actions.
Information Architecture Restructuring
We audited the existing architecture to identify redundancy and feature bloat. Navigation and feature sets were reorganized around core user goals like onboarding, discovery, transaction, and tracking, forming the foundation for a simplified ecosystem.
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
Strategy & Design
MVP Product Re-Definition
Phase 2 began with redefining the platform as a focused MVP. Instead of expanding features, the goal shifted toward simplifying the experience around core trading actions. We streamlined the product scope to prioritize clarity, regulatory alignment, and reduced operational friction.
Simplified User Flows
We redesigned end-to-end user flows across onboarding, buying, selling, and transaction tracking. Multi-branch paths were consolidated into structured, stage-based journeys to reduce ambiguity and shorten completion paths. Each flow was aligned with updated business goals and compliance considerations.
Wireframes
Low- and mid-fidelity wireframes were developed for the website, web application, and mobile app to validate structural consistency before visual execution. This ensured that navigation logic, content hierarchy, and interaction patterns were aligned across platforms.
Design System Evolution
To support the simplified product direction, we introduced a new design system with updated colors, typography, spacing logic, and component states. The system aimed to elevate brand credibility while improving interface consistency and scalability across devices.
Red Hat Display
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Manrope
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Web App & Mobile App
The trading platform interface was fully redesigned for both web and mobile experiences. Simplified navigation, clearer decision states, and reduced visual clutter helped create a more intuitive environment for high-stakes financial actions.
Website Redesign
As regulatory developments required pausing platform access, the website became the primary public-facing touchpoint. We redesigned it to clearly communicate the value proposition of unlisted assets, simplify engagement into a focused contact flow, and reflect the evolved visual language.
Key Features Implemented
Simplified Onboarding
Reduced onboarding time by removing non-essential steps and deferring bank and demat account linking to the transaction stage. Added contextual tooltips (e.g., for CML uploads) to simplify compliance-heavy requirements and reduce user confusion.
Overview Dashboard
Introduced a consolidated dashboard displaying portfolio value, active buy/sell requests, and recent notifications at login. This improved visibility of critical information and reduced navigation friction.
Improved Transaction Tracking
Redesigned the transaction status experience into a clear stepper model showing deal initiation, transfer progress, upcoming steps, and estimated timelines, improving transparency during high-value trades.
Structured Notification System
Centralized transaction and system updates into a cohesive notification framework with clearer categorization and hierarchy, reducing missed actions and scattered communication.
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
Implementation
High-Fidelity End-to-End Prototype
Developed a fully interactive prototype simulating real transaction states, onboarding conditions, and cross-device transitions. This enabled validation of usability and business logic before engineering commitment.
Regulatory Pivot & Controlled Rollout
As regulatory frameworks evolved, the trading platform required structural adjustments beyond the current operating model. While the MVP platform was not publicly launched, the redesigned website was successfully deployed with minor compliance-driven changes.
Strategic Outcomes
Established a Lean, Compliance-Ready MVP
Phase 2 redefined the platform from a feature-heavy system to a simplified, regulation-aware MVP. This shift reduced systemic complexity and created a scalable foundation aligned with evolving compliance requirements.
Unified Brand & Product Experience
The newly introduced design system was successfully implemented in the live website and established a consistent visual language across web and mobile prototypes, strengthening brand credibility and cohesion.
Validated Future Trading Experience
A fully interactive end-to-end prototype simulated real transaction states and cross-device flows, enabling stakeholders to validate usability and business logic prior to engineering investment, significantly de-risking future activation.
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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
More Cases
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SEBI-registered Indian portfolio management and research firm offering personalized, goal-based investing.
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2.75× increase in engaged sessions
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Pet Wellbeing
US-based pet health platform providing natural, vet-formulated wellness solutions for pets.
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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