Fintech
Enhancing User Experience to Boost Demat Account Sign-Ups
Revamping Choice Finance's website to boost online conversions, attract more clients, and enhance user engagement.
Overview
Client
Aurva
When
Jan to April, 2024
Model
B2C Fintech website
Responsibility
UI/UX design,Testing and QA, Continuous improvement.
Key Deliverables :
Redesigned website, Improved UX, Optimized conversion paths, Mobile responsiveness, Effective content strategy, Analytics and reporting.
20%
Conversion rate
30%
Bounce Rate
About Choice
Choice International Limited, one of India's top financial services conglomerates, offers services not just to its own country but to the entire world. They are committed to helping their clients achieve their financial aspirations and promoting value creation for society.
Problem Statement
How can we simplify navigation, improve accessibility, and enhance usability across all devices to enhance user experience?
How can we increase visitor retention, reduce bounce rates, and promote interaction through intuitive design and engaging content?
Business Goals
The primary business objective was To reduce bounce rates and boost engagement on Choice Finance's website, the focus will be on enhancing user experience, optimizing content and navigation, and implementing effective calls-to-action. By improving these aspects, we aim to increase demat account openings and drive overall business growth.
Research
User interviews
At Choice Finance, a substantial part of the business involves direct customer interaction throughout their financial service experiences.
Gathering complaints and concerns voiced by users during interactions with Choice Finance staff was essential.
These insights, combined with themes identified in stakeholder interviews, served as crucial inputs for defining focus areas in the new website design initiative.
Competitor Analysis
I reviewed websites of competitors like Upstox, Angel one and 5paisa capital etc which offer services similar to choice finance to understand user behavior better and a scope for a new solution.
Information Architecture
I wanted to immediately bring the user's focus to the primary Choice Finance services: Demat Accounts and Investment Services.
We streamlined navigation to highlight key services, making it easy to find information on demat accounts, investment options, and financial planning tools.
Adding enquiry forms, FAQs and Pop-Ups were our best bets at keeping the user on the website
The final design
The all new purpose-driven experience
Implemented a mobile-first design approach to ensure responsiveness and accessibility across all devices.
Employed UX/UI best practices to simplify navigation and enhance user journey from landing to conversion.
Design challenges and breakdown
Conclusion & Learning
This was my first full-time internship project while in college. Time management was challenging, but here are my reflections.
My Learnings from this project that would be valuable for other similar design challenges include:
User Research: User research is essential for identifying pain points and areas to improve in products or services, enabling the development of more user-friendly solutions.
Collaboration: Collaborating closely with clients and team members ensures that final products meet client requirements and achieve project success.
Time and Resource Management: Effective management of time and resources is crucial for completing projects on schedule and within budget.