Evolution | Post launch

Currently Lemonn is evolving at a fast pace, you can check it out below

App store

Play store

Role

Product designer

Project Type

Indian stocks | Post launch iterations

Duration

May 2024 - Current

Missed the foundation behind it?
Check out phase 2 for the background

MVP design (Phase 2) was an extensive phase which built Lemonn from ground up. Not even a year and Lemonn has grown tremendously, and with it I have also grown as a designer, if you need a bit of idea about the foundation, click below.

View Phase 2

Objective

After a review. post launch we learnt that there is a lot of cleaning to do, but there were priorities with drop-offs, I will be talking about few major flows below with their own problem statements.

ARCHITECTURE

OVERVIEW

Problem at priority

Managing KYC dropoffs

Few months after launch 29.43% of users are starting KYC but only 4%-8% are completing it. This really needed some acceleration. Below are the problems identified by user calls (12).

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

Architecture review

The lengthiest and the most important flow was having major drop offs, hence I approached it by mapping the dropoffs in the architecture itself.

OLD

FLOW

OVERVIEW

Step 1 : Drop 38.96%

Basic Verification

Step 3 : Drop 11.24%

Additional Details

Step 5

Nominee Addition

Step 2 : Drop 42.78%

Digio Verification

Step 4

Bank Addition

Step 7

E-Sign

Step 8

Create Password

Step 6

Decleration

Design goals

Visibility of system status
Simple & coherent

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 simpler and shorter?

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.

Crazy 6s

KYC entry point

KYC entry point is placed on the home page takes the user to the flow and marks the status of the action from where the user has left the journey. Making it easy for the users to continue.

NEW

FLOW

OVERVIEW

Step 1

Basic Verification

Step 3

Additional Details

Step 2

Digio Verification

Step 4

Bank Addition

Step 5

Decleration & E-Sign

Shorter and gamified

222.78%

Increase in completion

87% success rate from KYC to trade ready

KYC Gamified

Core drive: Unpredictability & accomplishment

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!

The next major goal

Order execution flow

Order execution flow needed bigger changes as the product was maturing, the types of order needed to increase as there was a fair demand of it by the users and hence we started a redesign sprint, this involved a lot of research and testing to come to a conclusion

Problem

Research and validation

Problem:

Need more order types
Advanced order types need to be simpler to use
A less overwhelming experience

Problem:

Need more order types
Advanced order types need to be simpler to use
A less overwhelming experience

Problem validation source:

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
User reviews

Problem validated :

Typically, information is disordered order screen, and it's tolerable only when the user becomes accustomed to it. Users had their own favourite, as they were acustomed to those products but complexity was something which was stopping a new user to start or explore.

Problem validation source:

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
User reviews

Problem validated :

Breakdown

ALL THE ORDER TYPES FOR A SIMPLER FLOW

Approcshed this by breaking down the hierarchy of the order execution flow and eleminating the odds.

Initial wireframes

Approach 1

Initially 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:

TATAMOTORS

₹1000.00

0.80%

NSE

This will hold information about pledging the mtf owned

Avail. ₹61,432

Required ₹50.30

Buy TATAMOTORS

Delivery

Intraday

Pay full

Get 2x margin

Quantity

Price at Market

@Market

Advanced options

TATAMOTORS

₹1000.00

0.80%

NSE

Avail. ₹61,432

Required ₹1402.30

Buy TATAMOTORS

Delivery

Intraday

Advanced options

Cover

Quantity

Trigger Price

₹1348.59

Price at Market

@Market

Target profit at

Approach 2

Here the advanced section is not called out specifically with the hypothesis that advanced users will know and naive users will not risk it

TATAMOTORS

₹1000.00

0.80%

NSE

Avail. ₹61,432

Required ₹1402.30

Buy TATAMOTORS

Regular

Quantity

Market Price

@Market

Stop loss trigger

Delivery

Intraday

Validity

TATAMOTORS

₹1000.00

0.80%

NSE

Avail. ₹61,432

Required ₹1402.30

Buy TATAMOTORS

Regular

Quantity

Market Price

@Market

Stop loss trigger at : ₹0.00 |

Exit Target Price

Delivery

Intraday

Validity

Final designs

The decision was taken with a lot of thought post testing the prototypes. The Final designs are in development.

Landing on order pad

1st tab - Default

Delivery

MTF eligible

Market

Limit

Margin toggle

Advanced options

Buy/sell CTA

2nd tab - on click

Intraday

Market

Limit

Buy/sell CTA

3rd tab - on click

MTF

Direct

Market

Limit

Buy/sell CTA

Margin toggle

Order applied with margin toggle is same as MTF order, for a person who is unsure what mtf is

Advanced options

+ stop loss = bracket order [BO]

+ Target profit = cover order [CO]

Remover target profit takes it to BO order

Phase wise evolution

Example of how designs changed with the phases : order execution flow.

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

Research analyst

To understand and solve for why the KYC completed users are not placing trades in the span of 3 months.

49.83%

CTR @ View all

21.09%

Asset page conversion

What else I loved doing for Lemonn

Lemonn man

The app personality

I've crafted the personality of Lemonn 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 out previous phases

Lemonn has been a huge project, you can chekout previous phases from below in case you missed out