Casestudy
NUVama wealth
2024
Mutual Fund Transaction Flow
Mutual Fund Transaction Flow Research
A research-led revamp of Nuvama Wealth's mutual fund investment journey; untouched since 2019, non-compliant with SEBI, and losing active clients to competitors. Redesigned across mobile and desktop in two shipping phases.
Role
UX Researcher & Mobile App Design
Timeline
6 Months
platform
iOS, Android, Web
Users
End-Clients
Research
The fault lay in the processes, not just the design
"On Groww I can place an order in under a minute. Here it takes me five steps just to set up a mandate, and I have to do it every time."
Design Insight
Clients were directly comparing us to Groww, Zerodha, ET Money, and Angel One; and choosing them for speed and clarity. The mandate problem specifically was industry-solved everywhere except here.
"I just want to invest. I don't know what half of these words mean mandate, view quote, AUM. I had to Google some of them."
Design Insight
The flow was jargon-heavy. Terms like "mandate," "view quote," and market-specific language were presented without context or explanation, creating friction for anyone who wasn't a seasoned investor.
"I like Nuvama. I've been with them for years. I just want the app to be better."
— Nuvama Wealth client, research session
The most significant research outcome was realising that some problems couldn't be solved with design alone. Integrating UPI payment apps - GPay, PhonePe, Paytm- required backend work and product decisions that hadn't been prioritised before. I took the research findings directly to PMs and stakeholders to make the case. That conversation changed the scope of the project.
THE old experience
What five years of no updates looked like
These are screens from the 2019-era flow, the starting point for the redesign.
Before - Category Entry Point
No guidance for new investors
No search from entry
No performance data
Before - Fund Listing + Detail
Unclear CTA
No investment calculator
No visual hierarchy
Design Decisions
What I changes and why
01
Information-first fund listing
Research showed clients were making comparisons before committing. I worked with PMs to identify the three data points users actually look at when choosing a fund like AUM, expense ratio, and 3Y CAGR and surfaced them inline on every fund card. The result: users can scan, compare, and decide without opening a single fund detail page.
02
Progressive disclosure in the SIP form
Based on research, I led with the two decisions that matter most: amount and first instalment date. Step-Up SIP and mandate live under "More Options". Visible but not pushed on first-time users.
03
Payment Methods
The old flow offered only debit card and RTGS. I used research findings to make the case to PMs and stakeholders for UPI integration. It required significant backend work. It shipped and became the most-appreciated feature post-launch. In a volatile market, two taps to pay matters.
Desktop
Mobile Web
App
Desktop
Mobile Web
App
Process
High-fidelity from day one
With an existing flow as reference, we skipped low-fidelity wireframes and went straight to high-fidelity — getting engineering and product into the room faster, and surfacing backend constraints before handoff. The project shipped in two phases.
Phase 1 - MVP
Compliance + Core
SEBI-compliant mandate. Redesigned listing, SIP and lumpsum, UPI payment integration, Order confirmation.
Phase 2 - EVP
Enchanced Value
Step-Up SIP. E-Mandate + Physical Mandate, Fund detail with investment calculator, Scheme type guidance, Cancel flow.
oUTCOME
What shipped
15
Clients in research directly shaped every major decision.
Listing data points, UPI integration, progressive disclosure — all grounded in what actual users asked for.
Additional Payment Mehods
Most-appreciated post-launch. GPay, PhonePe, CRED Pay, Paytm; two taps in a volatile market.
Mandate Setup
The biggest friction point eliminated. Set up once, reused across all future SIP orders.
Reflection
The biggest lesson: research can change more than the design — it can change the brief. Going in, this was a UI refresh and a compliance fix. Research revealed the payment flow was a fundamental competitive disadvantage. Making the case for UPI integration to PMs and stakeholders was as important as any screen I designed. In a product where users are making financial decisions on a volatile market, speed of execution is a design problem.
Casestudy
NUVama wealth
2024
Mutual Fund Transaction Flow
A research-led revamp of Nuvama Wealth's mutual fund investment journey; untouched since 2019, non-compliant with SEBI, and losing active clients to competitors. Redesigned across mobile and desktop in two shipping phases.
Role
UX Researcher & Mobile App Design
Timeline
6 Months
platform
iOS, Android, Web
Users
End-Clients
Research
The fault lay in the processes, not just the design
"On Groww I can place an order in under a minute. Here it takes me five steps just to set up a mandate, and I have to do it every time."
Design Insight
Clients were directly comparing us to Groww, Zerodha, ET Money, and Angel One; and choosing them for speed and clarity. The mandate problem specifically was industry-solved everywhere except here.
"I just want to invest. I don't know what half of these words mean mandate, view quote, AUM. I had to Google some of them."
Design Insight
The flow was jargon-heavy. Terms like "mandate," "view quote," and market-specific language were presented without context or explanation, creating friction for anyone who wasn't a seasoned investor.
"I like Nuvama. I've been with them for years. I just want the app to be better."
— Nuvama Wealth client
The most significant research outcome was realising that some problems couldn't be solved with design alone. Integrating UPI payment apps - GPay, PhonePe, Paytm- required backend work and product decisions that hadn't been prioritised before. I took the research findings directly to PMs and stakeholders to make the case. That conversation changed the scope of the project.
THE old experience
What five years of no updates looked like
These are screens from the 2019-era flow, the starting point for the redesign.
Before - Category Entry Point
No guidance for new investors
No search from entry
No performance data
Before - Fund Listing + Detail
Unclear CTA
No investment calculator
No visual hierarchy
Design Decisions
What I changes and why
01
Information-first fund listing
Research showed clients were making comparisons before committing. I worked with PMs to identify the three data points users actually look at when choosing a fund like AUM, expense ratio, and 3Y CAGR and surfaced them inline on every fund card. The result: users can scan, compare, and decide without opening a single fund detail page.
02
Progressive disclosure in the SIP form
Based on research, I led with the two decisions that matter most: amount and first instalment date. Step-Up SIP and mandate live under "More Options". Visible but not pushed on first-time users.
03
Payment Methods
The old flow offered only debit card and RTGS. I used research findings to make the case to PMs and stakeholders for UPI integration. It required significant backend work. It shipped and became the most-appreciated feature post-launch. In a volatile market, two taps to pay matters.
Desktop
Mobile Web
App
Process
High-fidelity from day one
With an existing flow as reference, we skipped low-fidelity wireframes and went straight to high-fidelity — getting engineering and product into the room faster, and surfacing backend constraints before handoff. The project shipped in two phases.
Phase 1 - MVP
Compliance + Core
SEBI-compliant mandate. Redesigned listing, SIP and lumpsum, UPI payment integration, Order confirmation.
Phase 2 - EVP
Enchanced Value
Step-Up SIP. E-Mandate + Physical Mandate, Fund detail with investment calculator, Scheme type guidance, Cancel flow.
oUTCOME
What shipped
15
Clients in research directly shaped every major decision.
Listing data points, UPI integration, progressive disclosure — all grounded in what actual users asked for.
Additional Payment Mehods
Most-appreciated post-launch. GPay, PhonePe, CRED Pay, Paytm; two taps in a volatile market.
Mandate Setup
The biggest friction point eliminated. Set up once, reused across all future SIP orders.
Reflection
The biggest lesson: research can change more than the design — it can change the brief. Going in, this was a UI refresh and a compliance fix. Research revealed the payment flow was a fundamental competitive disadvantage. Making the case for UPI integration to PMs and stakeholders was as important as any screen I designed. In a product where users are making financial decisions on a volatile market, speed of execution is a design problem.