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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
1 Product Designer
1 Product Manager
1 Researcher
10 Engineers (iOS and Android)
RESPONSIBILITIES
Research
Interaction Design
Prototyping
Usability Testing
Visual Design
Problem
Users are dropping off during onboarding because the process feels cumbersome and unclear. For those who complete it, the lack of guidance leaves them unsure about taking the next step, reducing their confidence to invest.
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.
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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