Case Study: Mobile Landing Screen

Project Overview

The ET Money app revamp aimed to enhance user engagement by replacing its static interface with a dynamic, personalized experience. By introducing nudge-based recommendations, intuitive navigation, and actionable insights, the new design improves usability, guides novice users, and boosts retention.

Project Structure

The project followed an 8-week structured approach, starting with Assessment & Planning (Weeks 1-2), where we identified user pain points, analysed business goals, and evaluated the limitations of the existing home page. In Research & UX Strategy (Weeks 3-4), we conducted user research, studied competitors, defined key engagement strategies, and created wireframes. Moving to Design & Prototyping (Week 5-6), we designed interfaces and interactive prototypes, integrating dynamic nudges for a more personalised experience. Finally, in Final Testing & Refinement (Weeks 7-8), we conducted usability tests, gathered feedback, and optimized the design before launch.

Target Audience

The target audience includes three key user segments: Novice Users, who are beginners with little to no investment experience and require guided onboarding, educational insights, and intuitive navigation to build financial confidence. Intermediate users are intermediate investors with a basic understanding of financial products, seeking personalised recommendations and deeper insights to optimise their portfolios. Lastly, Pro users are experienced investors who demand in-depth analytics, seamless navigation, and enhanced tools for portfolio management, making data-driven investment decisions with minimal assistance.

Problem Statement

The earlier version of the ET Money app featured a static and non-interactive design, relying primarily on a basic navigation list without dynamic elements. It lacked engagement features, personalisation, and intuitive guidance, making it challenging for both new and novice users to navigate and interact effectively. The rigid and uninspiring interface resulted in low user retention and reduced app usage, as it failed to provide dynamic content, actionable insights, or a seamless onboarding experience.

Proposed Solution

To address these issues, we adopted a nudge-based approach, making the home page dynamic, personalised, and engaging. We introduced contextual nudges based on users' financial history, guiding them toward investments, insurance, and other financial actions.
To enhance navigation and product discovery, we integrated dynamic nudges that adapt to different user scenarios, ensuring timely and relevant suggestions. The first key nudge in Total Investment now includes other assets, giving users a comprehensive portfolio view for better financial decision-making.

Components

The revamped ET Money app includes key components to enhance user engagement. The Total Investment Card offers a consolidated view of investments, including other assets for better tracking. The Investment Account Setup Card guides users through the KYC and onboarding process seamlessly. The Mutual Funds Onboarding Card encourages users to explore and start investing, while the Insurance Due, Dynamic Nudge for selling insurance and loans, and Reminder Card ensure timely premium payments with proactive alerts. These components create a more personalised, intuitive, and interactive experience.

Main Screen

The main screen of the ET Money app offers a personalised, interactive experience, featuring a Total Investment Card, dynamic nudges, and intuitive navigation. It provides real-time insights, proactive reminders, and seamless access to financial products for better user engagement.

Other Screen

The other screens in the ET Money app simplify financial decisions with tailored experiences. Find Mutual Fund helps users discover the right funds, Book a FD enables easy fixed deposit investments, Invest in NPS streamlines retirement planning, and Save Your Taxes provides tax-saving investment options, ensuring a smooth and efficient user journey.