Case Study: Mutual Fund Product Pages

Project Overview

This project redesigns a mutual fund’s product pages originally built for advanced investors, prioritizing raw data. The goal is to make it more user-friendly, engaging, and accessible for all users, ranging from beginners to experts, by adding interactive elements and incorporating social proof.

Project Structure

The project kicks off in Week 1: discussions and requirement gathering to align goals and expectations. In Week 2: UX research and strategy development take place, ensuring a user-centric approach. Week 3: focuses on wireframing and structuring information for intuitive navigation. Weeks 4: involve UI design and prototyping, bringing visual and interactive elements to life. Week 5: Prototyping the flow and micro-elements of the design. Weeks 6 & 7 are dedicated to testing and iterations to refine the experience as per feedback. Week 8: Fine-tuning the design system and components for handover of development. After development: Analysing the data, reviewing the users feedback for refinement,

Target Audience

Mutual fund investors are classified into three types based on their experience, financial aspirations, and investment behaviour: novice, moderate, and professional investors.

Novice investors are those who are just beginning their investment journey. They seek low-risk alternatives such as SIPs, simpler platforms, and financial education to boost their confidence. Their main obstacles are a lack of expertise, a fear of market volatility, and trouble selecting the appropriate funds.

Moderate investors have some financial experience and understand mutual funds, but they are now looking to fine-tune their portfolio, maximise profits, and manage risk. They prioritise diversification across asset classes, tax efficiency, and regular rebalancing while dealing with time constraints, selecting the best funds, and controlling portfolio performance.

Pro investors are experienced individuals with strong market knowledge who seek to maximise wealth, diversify globally, and use advanced portfolio management procedures. They demand skilled advice services, tax-efficient solutions, and tools to handle complex assets while coping with market swings, tracking high-value portfolios, and identifying unique investment opportunities.

Problem Statement

The old website catered only to advanced investors, focusing on raw data with poor design. It was complex, hard to navigate, lacked engagement, and had no social proof, making it inaccessible for novice users.

Comparison: Old vs New

The previous website was extremely technical and sophisticated, catering exclusively to experienced investors who could understand raw data and technical nuances. This established a barrier for beginners, making it difficult for them to understand investment possibilities, navigate the site, and make confident decisions. The redesign focuses on simplifying the user experience through a modern UI, straightforward navigation, interactive components, and social proofing, ensuring that investing is seamless, entertaining, and accessible to all investors, from beginners to seasoned experts.

Main Screen

The Main screen of the revamped website welcomes and informs investors of all levels. It has a clear, structured layout that delivers crucial investing information in a visually appealing and easy-to-understand manner.

Component

The revamped website is organised around essential UI elements that improve usability, engagement, and accessibility. The banner component is the entry point, with a clear headline, key performance data, and a compelling call-to-action (CTA) for investment decisions. It also uses social proofing, such as investor statistics, to increase trust.

The Performance Highlights Component streamlines investment analysis by providing cumulative and annual returns, as well as rolling return figures, which allow users to effectively measure historical performance. The Investment Allocation Component uses a doughnut chart to visually describe fund distribution, making it easier to comprehend portfolio diversification across equities, debt, and other asset classes.

Other Screen

The revamped website contains new screens to improve user experience and decision-making. The Fund Details Screen gives detailed information about the mutual fund, such as historical performance, risk analysis, and investing objectives, which are supplemented by interactive charts and FAQs for better comprehension. The Portfolio Allocation Screen visualises fund distribution across equities, debt, and other asset classes, allowing investors to examine diversification. These screens provide a unified, data-driven experience, simplifying investment decisions for all users.