What else I loved doing for Lemonn
Lemonn man
The app personality
I've built the personality of the app by making a story about all the emotions our Lemonn man has while the users invest their dreams on the app there is someone feeling about their journey.Used in empty states, success, pending and failure cases etc.
Predictions
User journey and UI
Designing the flow for Lemonn predictions, where our research analyst suggests the atock to buy with the upside and duiration.
Mutual funds
Flows and IA
I also revamped the IA for mutual funds, making the existing flows less complicated and hassle free, with the revamp of the UI making it cleaner and less overwhelming.
Navigation
for super app and Indian stocks
I designed the navigation for the app, when the original idea was to create a super investment app with all investment categories under one roof, further for the lemonn app which included mutual funds and Indian stocks.
Prototyping
Interactive for the user testing
Instantly prorotyping the flows for floor testing and interviews has been something that I have learnt keenly with making the prototype interactive enough.
Accessibility
throughout the process
I have never let accessibility take a back seat and always made design decisions where it was considered as a priority, whether it is about contrast, legibility, readibility, layout, reachibilty etc.
Check Lemonn here.
Overview
LEMONN
Kicking off the most exciting thing with:
Designing for Compliance
Screens for STWT approval+Testing
STWT
SECURITY TRADING THROUGH WIRELESS TECHNOLOGIES (STWT)
Primary and secondary research followed by iterative process of designing, getting feedbacks on floor in loop
in order to send the design to SEBI for the approval of the product.
COMPETETIVE ANALYSIS
All the planets we travelled to make a Lemonn
GROWW
DHAN
ZERODHA
ANGEL
UPSTOX
To understand how the users are adapted to existing platforms and along with that how they are used to operating the various features, for example buying a stock and executing the order to sell it
The list on the left shows what all we covered in analysing the competitors initially.
USER RESEARCH
We sent out a survey asking our existing users their intent, challenges, platform choices, etc for Indian Stocks.The 2 cohorts we chose for this study were:
Active traders (Users who had made at least one successful trade in the last 30 days)
Active users (Users who were active in the last 30 days)
What users said about their problems?
Segregating the whole product into three main pages for the "not invested user:
Home page: The decision making starts from here and the variety of stocks listed on the home is not enough, users are tired of seeing the redundant and infamous companies and even seeing unknown and random listed companies is not helping them with the execution of their new trade
Asset page: the information here seems to be monotonous, just numbers is not something that a new user will fairly want to see and perceive, there is no separation of summaries and advance information
Order pad: Confusion seemed to be everyones problem, people who are less aware usually play a safe game. Not everyone is sure of the product under which they are executing and order and what the the different order types, it just goes with the flow of any app they are using to execute thier trade
How might we...
How might we increase the discoverability of stocks from the homepage itself?
How might we engage the users on the home page so that they are returning and navigating to assets in order to trigger a purchase?
How might we ease the understanding of the users about the stock market
How can we not compromise on the accessibility across themes and flows?
Game? stocks made fun.
The one of the first takes on increasing discoverability of stocks is engaging the users with something that they want to know and know more about
HOME
Play to
learn
Right
Success
Fun
Facts
Play again
View asset
MUNCH
Start>
Choosing
brand
Wrong
Try again
Fun
Facts
Play again
View asset
Let’s dive into some KYC revamp
Few months after launch KYC was at 9% completion rate (Organic traffic) this really needed some acceleration
Order execution flow
Order execution flow was something that I started the journey of Lemonn with, this needed bigger changes as the product was maturing, the types of order increased and hence we started a redesign sprint
What I learnt?
Designing the whole product from scratch was quite an experience, I have developed great understanding of so many things
An important area of development for me was prototyping. I discovered that it's important to iterate based on feedback in addition to creating something that looks excellent. I learned something new from every iteration of the prototype, whether it related to functionality or usability. I embraced the idea that failure in early stages is only a stepping stone to improvement.
My learning approach was significantly aided by collaboration as well. Collaborating with interdisciplinary groups has enhanced my appreciation for diverse viewpoints and abilities. It made me realize how important open communication is and how different perspectives may result in a stronger final product.
Finally, I became more aware of the need to strike a balance between creativity and pragmatism. Though it's simple to become buried in creative concepts, I discovered that maintaining
Before
Usually on competitive platforms the information is very scattered, it is only okay if the user gets used to it.
The decision to keep all he action items on one side of the screen with a very clean design was a win.
12 internal employees were shown both designs STWT and MVP
7 were shown STWT first and 5 were shown MVP first
There was a mix of investors who have been in the market for a couple of years as well as new investors
User selected make trades from intraday to long term investments and also do options trading
Intent
After few user calls it was clear that the users’ intent to go ahead was surely lacking
Procrastination
“Will do it today” “forgot to come back” etc. were some words that I caught hold of
Trust
Users had doubts about the credibility of the product and could not see it as authentic
To much of work
Filling all the forms, answering questions, checking boxes etc. are definitely too much for one go
How?
How might we increase Intent of the user to reach the end of KYC flow?
What can over power their procrastination to complete the task?
How might we increase the authenticity of the process and product?
How might we make the steps look lesser and easier?
REWARDS
Zero Brokerage | No account maintenance fee
OLD
NEW
Intent.
How to get that?
The way to get intent is to give incentive. As we were already giving free brokerage and no account maintenance fee for to all the users for certain time, why not sell it?
Procrastination
How not to?
Building intent is one way to solve it but if we manage tasks in a way where the no. of tasks are same but they appear to be half of it, this is exactly how
I managed this.
Trust
How to build?
All the first phase designs and STWT approval are given from SEBI, we need to use them to show authenticity. Giving affirmation through copies is another way to go about.
To much of work
Can we reduce?
We obviously can’t, everything is important from compliance point of view but surely there can be some visual delight with minimizing cognitive load.
25%
Progress
Verification
Basic
Veirfication
Step 1
Info.
Context
setting
NO CTA
HOME
Entry
Point
50%
Progress
Details
Additional
Step 2
75%
Progress
Bank details
Input
Step 3
Nominee
Re-
direction
Continue
Skip
Choosing
100%
Progress
Declaration
Check boxes
Proceed to sign
HOW DID WE LAND THERE?
There were several iterations before coming to the final stages which included taking the decision between:
Game should flow from stocks to brand?
Or stocks to brand?
Game at present has a click rate of 65%, letting the users explore the unknown stocks!
With the usability testing, it came to knowledge that it is not just a medium of discoverability but also education
Creating an app from scratch involved 100+ iterations and repetitive feedbacks from everywhere.
From sitting with the insights team to the reviews with the developers was a thrilling journey!
ENHANCING DISCOVERABILITY VIA GAME
63%
Increase in sign ups
87% success rate from KYC to trade ready
ARCHITECTURE
OVERVIEW
Identify 4/5 brands under the company to win
Play & win big!
Select a company to begin the game
Play This game
#2 Brands to Stocks
Unilever
Adani Group
ITC
#1 Stocks to Brands
Identify 4/5 brands under the company to win
Play & win big!
Select a company to begin the game
Play This Game
Munch
Kit-Kat
Maggi
PROS:
Option to select multiple answers which gives it a game like feel
With more selection, more hopes of winning
Recognition of a less known stock may lead to drop-off
Brands are more common and can be related and recognized more frequently acted on
CONS:
PROS:
Brands are more common and can be related and recognized more frequently to engage with
More chances for the users to recognize more brands
CONS:
Ability to only select one answer in the inner which can make it less competitive
Step 6
Decleration
OLD
FLOW
OVERVIEW
Step 1
Basic Verification
Step 3
Addiotion Details
Step 5
Nominee Addition
Step 2
Digio Verification
Step 4
Bank Addition
Step 7
E-Sign
Step 8
Create Password
Step 6
Decleration
All these steps contained multiple screens with some cognitive load on each screen, without any visual delight and a lot of work to do
NEW FLOW
Get.
Set.
Go.
Create your account and win worth ₹1000 rewards
Get full proof ready, just in 5 mins
Unlock your 1st reward after basic verification
Unlock your 2nd reward after Bank addition
LET US GO!
Info.
Context
setting
Reward in
next step
Digio
Re-
direction
Reward in
next step
Success
Info. about
the reward
claim
Nominee
Flow
Skip
Continue
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Redesign scope
We needed different order types with a lot of complicated combination. These were:
Iteration 1 | Wireframe :
Case 1: MTF (Margin traded funds) was in a scope of not being called out upfront in the UI and the margin can be added to the stock, going forward with this:
Margin is only available in delivery orders
Final design :
Making MTF a third product type. The final design was much in sync with the first iteration the capabilities differed
DELIVERY
INTRADAY
MTF
Iteration 2 | Wireframe :
Here the advanced section is not called out specifically with the hypothesis that advanced users will know and naive users will not risk it
BREAKING DOWN
ALL THE ORDER TYPES FOR A SIMPLER FLOWe
Initial
Wireframes
Few other
Iterations
Crazy 6s
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MTF
Validity
STWT
Order pad designed for SEBI's approval
MVP
Order pad designed to face the users after launch
Current
Order pad designed after user testing and scoping
Phases
Example of how designs changed with the phases : order execution flow.
Check Lemonn here.
Role
Product designer for stocks and mutual funds
and pro version of stocks (web)
one of two Founding designers for stocks vertical - Lemonn
Project Type
Building an Indian stocks app from the ground up
Overhauling the mutual funds interface
Prioritizing user experience and interface design
Industry
Finance Technology
Indian Stocks | Mutual Funds | Crypto
CoinSwitch & Lemonn
This project is best viewed on desktop
LEMONN
Overview
USER RESEARCH
We sent out a survey asking our existing users their intent, challenges, platform choices, etc for Indian Stocks.The 2 cohorts we chose for this study were:
Active traders (Users who had made at least one successful trade in the last 30 days)
Active users (Users who were active in the last 30 days)
What users said about their problems?
Segregating the whole product into three main pages for the "not invested user:
Home page: The decision making starts from here and the variety of stocks listed on the home is not enough, users are tired of seeing the redundant and infamous companies and even seeing unknown and random listed companies is not helping them with the execution of their new trade
Asset page: the information here seems to be monotonous, just numbers is not something that a new user will fairly want to see and perceive, there is no separation of summaries and advance information
Order pad: Confusion seemed to be everyones problem, people who are less aware usually play a safe game. Not everyone is sure of the product under which they are executing and order and what the the different order types, it just goes with the flow of any app they are using to execute thier trade
NEW
Cover order
Add target profit and it becomes a bracket order
MTF
Validity