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Background
Investing is complicated, but it doesn’t have to be—guiding beginners with clarity and confidence.
Groww, an India-based investment platform, sought to make investing accessible for beginners. While participating in Y Combinator and preparing for Investor Day, Groww faced challenges with user drop-offs during onboarding and low conversions to active investors. This redesign ultimately helped Groww secure Series A funding from Sequoia, propelling their growth and market position.
ROLE
Lead Product Designer
TEAM
CEO
CTO
Head of Product
8 Engineers
RESPONSIBILITIES
Research
Interaction Design
Prototyping
Usability Testing
Visual Design
Problem
Users drop off during onboarding due to a cumbersome process, and those who complete it often lack the guidance to confidently make their first investment.
Solution
Simplified Investing for Beginners
The redesigned onboarding and first-time user experience (FTUE) for Groww was tailored to reduce friction, provide clarity, and build confidence for users starting their investment journey. By addressing key pain points in the sign-up process and rethinking the app’s structure, we empowered users to complete onboarding seamlessly and feel prepared to make their first investments.
Streamlined onboarding
A revamped onboarding flow simplified the process, reducing redundant steps and guiding users through sign-up with greater clarity and ease.
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Clear Account Status Updates
The redesigned homepage displayed real-time updates on the user's account setup and investment readiness, reducing confusion and customer service inquiries.
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Pick up where you left off
If you skipped some of the onboarding steps, we now put your account status front and center to entice the user to finish setting up so they can invest.
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Homepage catered towards the beginner
If you skipped some of the onboarding steps, we now put your account status front and center to entice the user to finish setting up so they can invest.
Streamlined onboarding
A revamped onboarding flow simplified the process, reducing redundant steps and guiding users through sign-up with greater clarity and ease.
Homepage catered towards the beginner
If you skipped some of the onboarding steps, we now put your account status front and center to entice the user to finish setting up so they can invest.
Results
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A fragmented mobile experience that once frustrated merchants was transformed into a streamlined app, allowing them to effortlessly keep track of their business on-the-go.
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