From Fragmented to Seamless: Rethinking Gold Investment

Simplifying gold investment journeys by enhancing discoverability, education, and portfolio management.

Problem statement

Gold has always been a preferred investment in India, trusted for its stability and cultural value. However, users lack the ability to compare and buy various forms of gold investments on a single platform, making tracking and investing unnecessarily complicated.

Why Is This a Real Problem?

Only 12% of users explored more than one gold product.

Less than 5% completed transactions across multiple products.
The absence of unified tracking and clarity in returns further deterred engagement.

Breif

Feature enhancement to help users make informed decisions

Duration

2 Weeks

My Role

Reasearch

Understand the problem

Design

Stakeholders

Ronak (PM)

Shruti (Director - Design)

Ronak (PM)

Shruti (Director - Design)

Ronak (PM)

Shruti (Director - Design)

Initial idea

Create a comprehensive gold investment platform that

Simplifies decision-making with real-time insights and tools.
Encourages exploration of diverse gold products.
Enhances engagement through unified tracking and portfolio management.

Research and Insights

User Interviews: Conducted interviews with 20+ users to deeply understand their approach to gold investments, uncovering decision-making processes, pain points, and expectations around options like ETFs, MFs, and SGBs.
Behavioral Data: Analyzed clickstream data from the Upstox platform to identify drop-off points during gold investment exploration and transactions.

We started with a Competitor analysis, focusing on FD apps like Stable Money. A heuristic evaluation revealed usability issues, as even simplified two-step forms often included cumbersome steps and lacked clarity on key details like interest rates and tenure options, making informed decision-making difficult for users.

Key findings 💡

Users wanted real-time gold price insights for informed decisions.
Lack of clarity on post-tax returns hindered confidence in gold investments.
Tracking investments across multiple products was fragmented and tedious.
Users expressed a need for personalized investment recommendations based on their risk profile.
Lack of historical data visualization for gold prices made trend analysis difficult for users.

To gather user insights, we conducted brief Interviews with colleagues in the office, uncovering a strong preference for a quick, intuitive FD booking experience with clear, simple steps. Additionally, a Sentiment analysis on social media platforms like X (Twitter), Quora, and YouTube highlighted user opinions, showing appreciation for the security of FDs but also frustrations with the complexity and lack of transparency in the booking process.

Affinity diagram - Ideation

Explore page redesign

Design goals

Enhance discoverability of Gold ETFs, MFs, and SGBs.

Display a gold ticker (24k, 18k, 22k) for users to know current gold prices.
Provide historical price trends to help users make informed decisions.
Include educational resources to guide users in understanding investment options.

Enhance discoverability of Gold ETFs, MFs, and SGBs.

Display a gold ticker (24k, 18k, 22k) for users to know current gold prices.
Provide historical price trends to help users make informed decisions.
Include educational resources to guide users in understanding investment options.

Key Features on Explore Page

Design goal

Simplify decision-making by showing post-tax returns for Gold ETFs, MFs, and SGBs.

Portfolio Page Redesign

Design goals

Unified dashboard consolidating all gold products (ETFs, MFs, SGBs).
Grouped tracking for holdings, orders, and SIPs.

Buy flow redesign

Thankyou!