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During my fellowship with NextLeap, I worked on a case study to improve onboarding and investment confidence for Upstox’s new-to-workforce users.
Role:
Product Designer (Course Assignment)
Industry:
Fin-Tech
Duration:
22 weeks
Challenges
User Confidence: Many new investors found stock trading intimidating, leading to high drop-offs during onboarding.
Complex Flows: The initial app experience lacked clarity for users without prior financial knowledge.
Low Engagement: Users didn’t find enough guidance to build consistent investment habits.
My Approach
Conducted user interviews and heuristic analysis to identify friction points in the onboarding flow.
Created personas representing early-career investors to empathize with real pain points.
Designed wireframes and prototypes in Figma focusing on clarity, guided steps, and reassurance through microcopy.
Ran usability testing and incorporated peer and mentor feedback through 3 iterations.
Results
Delivered a simplified onboarding flow that increased user clarity and reduced cognitive load.
Designed an Investment Confidence Score, a visual metric that reassured beginners and encouraged engagement.
The final prototype received positive peer and mentor feedback during the NextLeap fellowship showcase.
Future Plans
Integrate AI-based nudges to recommend safer first investments for new users.
Add personalized learning modules during onboarding to help users understand key financial terms.
Test and optimize the flow further with real-time A/B testing on different confidence metrics.
Conclusion
This project taught me how to balance trust, usability, and visual design within a FinTech environment. It reinforced my belief that even complex financial products can feel approachable when designed with empathy and guided experiences.
