MyySports
Reimagining the experience of the product for all users to increase engagement and enhance value proposition
Overview
Redesign the Mutual Fund Advisor Portal and create a scalable product
We engaged in a collaborative effort with the Kotak Mutual Funds team to revamp the mutual funds advisor portal. Our primary objective was to craft visually captivating screens while simultaneously addressing any user experience challenges, ensuring a seamless and intuitive journey for the end users.
My Role
Lead Designer in a team of 3
Timeline
November 2022 - May 2023 (7 mo)
Scope
9 Flows
|28 Unique Screens
Current Experience
What is the Current Experience like?
- The mutual fund advisor portal was designed to assist users in managing investor portfolios and monitoring progress in total systematic investment plans (SIPs) and total assets under management (AUM).
- However, the portal falls short in delivering a smooth overall experience due to complex navigation, unstructured information hierarchy, and a dashboard that lacks prominent display of relevant information.
Irrelevant Content in the dashboard Poor and unintuitive Navigation Outdated UI Design
Experiences
Who are the Primary Users?
The target users are existing and new mutual fund advisors who help Kotak investors to create and manage portfolio. Also the support staff, individuals assisting the mutual fund advisorswith administrative tasks and data management. These professionals are responsible for managing investor portfolios, monitoring their progress in total SIPs, and overseeing total assets under management (AUM). The portal is designed to enhance their efficiency and effectiveness in providing financial guidance and support to their clients.
Project Goal
Create a scalable product with appropriate nudges, digestible data, and a minimal yet playful UI to enhance user engagement
Project Constraints
As a part of a bigger portfolio of products that Kotak offers, the redesign was constrained by brand language, existing feature list, and standardised UI patterns across the products.
Process
Behind the Scenes
- Working on this project was a highly collaborative process. From the initial phase to the final stages, I worked closely with the Kotak team's project manager, actively coordinating on the user flows and design development.
- Meetings were held every few days to initially grasp the domain and user pain points, followed by discussions on project progress and feedback rounds.
- We conducted multiple rounds of discussions to finalise the portal's style and flow, and after further iterations and feature additions to the design prototype, my team and I prepared the design file for handoff to the developers.
Research
Competitive Benchmarking Overview
- To understand the problem space better I first conducted a thorough analysis of leading industry players. By examining the strengths, weaknesses and unique features of advisor portals from Axis, HDFC, DSP, ICICI, SBI, and Nippon India Mutual Funds, valuable insights were gathered.
- This benchmarking process helped identify industry standards, gaps in existing solutions, and opportunities to create a more intuitive, feature-rich platform that caters specifically to the needs of mutual fund advisors.
Concepts
Nudging towards Goal Completion
The aim is to create an interactive experience which updates the users and nudges them towards their goal.
We combined multiple concepts to make the overall experience smooth and intuitive for the users
wireframes
Initial Conceptual Designs
Through the wireframes, I optimized the navigation, enhanced the homepage with appropriate nudges, and reorganized content with a better structure to make it easier and quicker for users.
We went ahead with mobile-first approach.
visual design
Style Guide
We aimed for a fun, clean aesthetic with apastel colour palette, while maintaining the brand's base color as per the guidelines. Relevant illustrations are used throughout to keep the interface fresh and engaging, striking a balance between professionalism and visual appeal. This approach ensures a user-friendly experience that is both modern and aligned with the brand identity.
Design System
final design
Intuitive, scalable solution
Dashboard Components
Goal completion
Transaction
Opportunity
Takeaway
Reflection
Get feedback early
Ensure product requirements are clear and discuss concepts thoroughly before starting on key screen designs.
Go back to basics
During the design process, we often place too much emphasis on visuals and overlook the core user needs. My team and I had to step back and refocus on presenting the data clearly, rather than solely prioritizing visual appeal.
Take command
As one of the first projects I led, I was responsible for managing client expectations, meeting deadlines, and motivating both myself and my team to keep iterating for the best results. This experience taught me how to effectively communicate and collaborate with clients.
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