Groww

Transforming Groww’s onboarding to turn new users into confident investors.

Investment
Mobile
B2C

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.

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ROLE

Lead Product Designer

TEAM

CEO

CTO

Head of Product

8 Engineers

RESPONSIBILITIES

Research

Interaction Design

Prototyping

Usability Testing

Visual Design

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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.

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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.

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Streamlined onboarding

A revamped onboarding flow simplified the process, reducing redundant steps and guiding users through sign-up with greater clarity and ease.

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.

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.

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.

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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.

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Results

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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40%

increase in user sign-ups

20%

increase in new users that invested

$Xm

in customer support costs saved
For confidentiality reasons, I have omitted the actual values for these metrics.

Contact

Have an idea or project in mind? Let’s connect—I’d love to hear from you.

Email me
Joey Shiner Signature
I’m Joey Shiner, a digital product designer based out of Brooklyn, NY.