Finance & Banking
Mutual Fund Discovery & Onboarding Platform
Simplifying investments for first-time retail users
Client/Company
IndusInd Bank
Role
Creative Director & Strategy Lead
Duration
1 month
Problem
First-time retail investors often lack confidence and financial literacy, making mutual funds appear complex and intimidating. This limited discovery, engagement, and adoption within the bank’s digital channels.
Context & Constraints
The platform needed to simplify investment concepts while maintaining the trust cues and regulatory expectations associated with a banking environment. The experience had to balance education with action, without overwhelming users or diluting the bank’s credibility.
Process
Experience Framing
Defined an education-led experience strategy that introduced mutual fund concepts progressively, aligning learning moments with user intent and decision-making stages.
Experience & UX Strategy
Structured navigation with embedded educational touchpoints. Used data visualisation to demystify investment concepts and help users compare options with confidence.
Validation
Introduced social and peer-learning cues to encourage participation and reduce hesitation among first-time investors.
Outcome & Impact
Introduced social and peer-learning cues to encourage participation and reduce hesitation among first-time investors.
Highlights
Education-led discovery for first-time investors
Progressive disclosure of complex financial concepts
Data visualisation to support informed decision-making
Trust-aligned UX within a regulated banking environment
