```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F8eCDIulCEwWVFhld8IvvSQgBFw12%2F5BLzd90p0lFJKcDReshL%2Faac4461f-8f0b-4434-9c09-9567923fc22d.png?alt=media&token=5225f859-28c9-4443-bc5c-fe3def7b5dfa","id":"aac4461f-8f0b-4434-9c09-9567923fc22d","width":3840,"height":2625,"filename":"Pricing.png","type":"image/png","caption":"","border":false}]}
```

# **Objective ⛳️**

Being a subscription-based business model, Tickertape's success was very much dependent on the number of active subscribers. Our primary objective was to get more of our users to sign up for a paid subscription version.

# How did the current system look like? 💭

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F8eCDIulCEwWVFhld8IvvSQgBFw12%2F5BLzd90p0lFJKcDReshL%2Ffc9727a7-a513-4f72-b9b5-83c3b4bf0284.png?alt=media&token=254e58d2-4fb1-4b12-8cad-9aae0d8126c3","id":"fc9727a7-a513-4f72-b9b5-83c3b4bf0284","width":2880,"height":1409,"filename":"Pricing_Current.png","type":"image/png","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F8eCDIulCEwWVFhld8IvvSQgBFw12%2F5BLzd90p0lFJKcDReshL%2Fd08ab874-0e3e-42e8-94aa-a9a6f1778f29.png?alt=media&token=777b4462-a8df-4cd3-8441-ac04c6067e2b","id":"d08ab874-0e3e-42e8-94aa-a9a6f1778f29","width":2863,"height":1253,"filename":"Plans Curren.png","type":"image/png","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F8eCDIulCEwWVFhld8IvvSQgBFw12%2F5BLzd90p0lFJKcDReshL%2F0d48e74c-ac10-4746-8b83-2b2c12cf780c.png?alt=media&token=d773a3a2-f77e-45dd-b91c-158592350e75","id":"0d48e74c-ac10-4746-8b83-2b2c12cf780c","width":2560,"height":1442,"filename":"Pro_to_basic.png","type":"image/png","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F8eCDIulCEwWVFhld8IvvSQgBFw12%2F5BLzd90p0lFJKcDReshL%2Fae5ff9f7-617c-45a8-94fd-5d6d5bc0c73e.png?alt=media&token=9f183a2e-e599-41cc-b3bb-8888b8c14d68","id":"ae5ff9f7-617c-45a8-94fd-5d6d5bc0c73e","width":2560,"height":1092,"filename":"Plan_ended.png","type":"image/png","caption":"","border":false}]}
```

# Why was an overhaul required?🧐

We already had a dedicated page but that wasn't helping a lot in terms of retaining power users to our platform. we started digging more into this problem by looking more into it.

We began the process by observing user’s behavior on our pricing page. We looked into the quantitative data using Google Analytics and Mixpanel, heatmaps, and user recordings from Hotjar. We found an a-lot of users coming to our Pricing page but the conversion rate was significantly low from there. And we were significantly losing the retention number also from the segment of users opting who were opting for a trial plan. After speaking to some of our activities and power users, we came across multiple issues.

**🙋‍♀️ User Issues**

1️⃣ Unawareness of auto-debit of amount for one month plan (After trial/ End of every month)

2️⃣ Difficulty in plan cancellation

3️⃣ More payment options

4️⃣ Segregation of relevant information

💼 **Business** **Issues**

1️⃣ Increase Engagement

2️⃣ Increase Conversion

3️⃣ Increase Retention rate

# **Solution 💡**

As a solution, we proposed a re-design where we tried to address the issues being faced by our users to make it easy for our users to understand the Tickertape Pro’s pricing and its benefits. The goal is to convert as many users as possible to Pro users by keeping the experience efficient and seamless.

But with this, we also decided to offer something new to our users which will give delight to them when using the platform. As a part of this decision- we came up with offering an **"Offers & Referrals"** process, where users can leverage our integrations with multiple brokers and a lot of influencers & YouTubers as and whom they like.

# **User Journeys 🚴🏻‍♀️**

For this, we researched- **Actions** users take, **Questions** they ask, **Happy moments** they experience, **Pain points,** and finally **Opportunities** we can gain upon completion. Each step is conducted by researching different channels like social media, customer service feedback, user calls, surveys (google forms) done internally. With all these, we also defined :

* Focused User type

* Entry/Exit points

* Possible/Intermediate actions

# **User Flow 🗺**

Based on user journeys, we were able to come up with user flow which helped us defining the flow of our feature.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F8eCDIulCEwWVFhld8IvvSQgBFw12%2F5BLzd90p0lFJKcDReshL%2F9e50d4c6-7ba5-4331-9f8d-ab0e6b69feb3.jpg?alt=media&token=d39b39d8-4ae9-4515-8abf-73fa30dc0103","id":"9e50d4c6-7ba5-4331-9f8d-ab0e6b69feb3","width":9732,"height":2248,"filename":"Subscription-Flow.jpg","type":"image/jpeg","caption":"","border":false}]}
```

We also defined the new payment flow which included a lot of customizations, since we were using a third-party platform integration for enabling gateway for payments.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F8eCDIulCEwWVFhld8IvvSQgBFw12%2F5BLzd90p0lFJKcDReshL%2F142ac42e-033a-4964-b6ce-ebe8f8c322b7.jpg?alt=media&token=c390af33-a2d2-479d-89e1-23e59a41eb3d","id":"142ac42e-033a-4964-b6ce-ebe8f8c322b7","width":4966,"height":3310,"filename":"TT-_Payment_flow.jpg","type":"image/jpeg","caption":"","border":false}]}
```

# Key points identified around the experience revamp

1️⃣ Drive the entire flow with **heavy usage of visua**l elements(less usage of text)

2️⃣ Show **limited yet necessary information** only

3️⃣ User should be **aware of each action** he takes

4️⃣ Everything should be **easily accessible** to users, even if it's not beneficial for business.

5️⃣ Maintain a **forward flow** across the funnel

# Revamped System 💅

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F8eCDIulCEwWVFhld8IvvSQgBFw12%2F5BLzd90p0lFJKcDReshL%2F23a23de1-5123-4f06-9801-989b56b9ff0d.png?alt=media&token=bbacd166-2801-49eb-8f56-f3e95aa03179","id":"23a23de1-5123-4f06-9801-989b56b9ff0d","width":2560,"height":1696,"filename":"Plans-regular.png","type":"image/png","caption":"Pricing page","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F8eCDIulCEwWVFhld8IvvSQgBFw12%2F5BLzd90p0lFJKcDReshL%2F5dd22303-437e-4bb2-987a-b1732b1b0698.png?alt=media&token=f939aebe-3708-4daf-93e4-55d15e250cb8","id":"5dd22303-437e-4bb2-987a-b1732b1b0698","width":3840,"height":3198,"filename":"All_Features-3.png","type":"image/png","caption":"Feature page","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F8eCDIulCEwWVFhld8IvvSQgBFw12%2F5BLzd90p0lFJKcDReshL%2F11ae43b1-7298-4778-a44e-08a0e58315b6.png?alt=media&token=2fb38c5e-0d29-4fb0-8088-851f72f535b4","id":"11ae43b1-7298-4778-a44e-08a0e58315b6","width":2560,"height":1696,"filename":"Coupon_list.png","type":"image/png","caption":"\"Apply Coupon\" State","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F8eCDIulCEwWVFhld8IvvSQgBFw12%2F5BLzd90p0lFJKcDReshL%2Fe67be7a3-548d-4171-b35a-c1e7e2fefb83.png?alt=media&token=76813159-57f9-4874-b4a1-38c4fc3ede8f","id":"e67be7a3-548d-4171-b35a-c1e7e2fefb83","width":636,"height":832,"filename":"Untitled.png","type":"image/png","caption":"Membership - Basic user","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F8eCDIulCEwWVFhld8IvvSQgBFw12%2F5BLzd90p0lFJKcDReshL%2F97f7fece-d71e-472a-9b7d-711b1b57a3b2.png?alt=media&token=c9a60945-ded5-4ffd-b493-d0b3e3b08e98","id":"97f7fece-d71e-472a-9b7d-711b1b57a3b2","width":2789,"height":5333,"filename":"Membership_Pro.png","type":"image/png","caption":"Membership - Power user","border":false}]}
```

**Payment Flow**

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F8eCDIulCEwWVFhld8IvvSQgBFw12%2F5BLzd90p0lFJKcDReshL%2Fdae77f60-1de8-47f2-a820-94b521846c9f.png?alt=media&token=0bb54482-8356-4d88-a8ef-83c03a6b46c7","id":"dae77f60-1de8-47f2-a820-94b521846c9f","width":1186,"height":696,"filename":"1.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F8eCDIulCEwWVFhld8IvvSQgBFw12%2F5BLzd90p0lFJKcDReshL%2F7448e076-736b-4e2c-b43a-58a28ee8da26.png?alt=media&token=f39f93a9-659c-4390-b0e2-6afb384429ca","id":"7448e076-736b-4e2c-b43a-58a28ee8da26","width":798,"height":494,"filename":"2.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F8eCDIulCEwWVFhld8IvvSQgBFw12%2F5BLzd90p0lFJKcDReshL%2F69135bf0-37e7-4337-bd7d-6fe8b3d1aaba.png?alt=media&token=73bce642-f7f6-4481-a707-43edd055345a","id":"69135bf0-37e7-4337-bd7d-6fe8b3d1aaba","width":1432,"height":894,"filename":"3.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F8eCDIulCEwWVFhld8IvvSQgBFw12%2F5BLzd90p0lFJKcDReshL%2Fac73dc4e-4cdd-4f87-a9b9-3d5e5c67d6ef.png?alt=media&token=65e7b29f-75c6-4d22-9390-d8ea62e6f9fe","id":"ac73dc4e-4cdd-4f87-a9b9-3d5e5c67d6ef","width":1428,"height":870,"filename":"4.png","type":"image/png","caption":"","border":false}]}
```

# Early Iterations 🥸

Features page as simple as it sounds, it was that complicated to actually present. Since we had to make user interactions very little and still present them our key features and also scale it up for future additions to the PRO offerings, we had to try multiple layouts to make sure that we are presenting information in a required still a modern way.

Some close to final iterations right from the garage box:

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F8eCDIulCEwWVFhld8IvvSQgBFw12%2F5BLzd90p0lFJKcDReshL%2F15762d8b-08af-4a71-8761-a9f3a5c32336.png?alt=media&token=b42516b3-0bd9-49c6-b91c-55e7cd04279c","id":"15762d8b-08af-4a71-8761-a9f3a5c32336","width":2560,"height":2266,"filename":"1.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F8eCDIulCEwWVFhld8IvvSQgBFw12%2F5BLzd90p0lFJKcDReshL%2F92c5939f-496e-4824-bfc0-d38c3ccc589c.png?alt=media&token=28e66dc2-d7c3-4d9a-b35b-623e09fba3cb","id":"92c5939f-496e-4824-bfc0-d38c3ccc589c","width":2560,"height":2266,"filename":"2.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F8eCDIulCEwWVFhld8IvvSQgBFw12%2F5BLzd90p0lFJKcDReshL%2F0b1d8574-563e-4ee8-8a52-feee9a0faf3d.png?alt=media&token=037323c5-31d7-4f6b-b9f8-844244e18e33","id":"0b1d8574-563e-4ee8-8a52-feee9a0faf3d","width":2560,"height":2266,"filename":"3.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F8eCDIulCEwWVFhld8IvvSQgBFw12%2F5BLzd90p0lFJKcDReshL%2F8038eca1-6f75-48f9-89b6-f7b58d88cc7a.png?alt=media&token=f115bba6-aa0b-459d-afad-0e2a99df5419","id":"8038eca1-6f75-48f9-89b6-f7b58d88cc7a","width":2560,"height":2266,"filename":"4.png","type":"image/png","caption":"","border":false}]}
```

An Interaction document was created post design sign-off to present to the whole team including- Product, Engineering, CX, QA, Growth & Marketing to make sure we all are on the same page and no feedback gets missed out. [Have a look](https://docs.google.com/document/d/117HNo528CG3r_aveS6WncU2K-02-3xSmRGZ6478_7IY/edit?usp=sharing)

# **Challenges faced while development 😓**

* We designed a complete custom payment modal. But since we were using a 3rd party platform for our payments, there were a lot of discrepancies that happened in integrations and development collectively for all platforms.

* Handling dynamic height of side-panel for coupons for different resolutions and devices was a bit tricky.

* Maintaining communication for exceptional cases and intermediate states using proper copy-writing and empty/loading states.

Post-development, we made sure to define:

🗣 **Communication**: All the sources which enable direct contact with users like emails newsletters, push notifications, Campaigns, social media announcements.

📊 **Analytics**: Since we were to monitor user behavior very closely for this, there was a list of analytics to be tracked being provided by all teams to developers.

📈 **Metrics:** We were set to adapt the **HEART** framework as our metric system for analyzing our user experience

# Interesting data Post-Launch

We monitored data for a duration of **76 days** and included **3.6M** users. The new variant in design helped to increase the conversion **rate by over 13.07%**.

This was raw data collected via clever tap measuring the uplift between the two versions.

* Users found the new features page meaningful. The new pricing page helped us in increasing conversion by **+16%** for Pro subscription, just within last month. where the user base was **\~51,296.**

* Pricing/Feature page visits converting to PRO users increased from **4.4%** to **7.03%**

* Users seem to be loving the new feature page and payment grid cards. Users interacting positively with the feature carousel are converting at **12.83%**

Improving Subscription flow for better experience

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F8eCDIulCEwWVFhld8IvvSQgBFw12%2FBbpHht16tOVtOGTUghtb%2Fa9acfe28-6117-40cc-a9db-96fb870ab8b6.png?alt=media&token=81014ab0-4d96-406f-b071-0a945fc1b170","id":"a9acfe28-6117-40cc-a9db-96fb870ab8b6","width":3840,"height":2625,"filename":"Beat_the_Street.png","type":"image/png","caption":"","border":false}]}
```

# What is Beat The Street? 📈

Beat the street is a virtual trading platform where people keep an eye on the market, try to predict it, and then select the top 5 gainers/losers according to their research to compete with thousands of investors to win rewards.

# What was the motive? 🧐

We all are very much aware of Dalal street where everyone talks, live breathes money. And there are a lot of people out there who understand how to time the market and invest your money to grow it. That being said, there is 73.84% of the total population who have not even opened the dictionary of finance. The considered reason I'd say is because of lack of knowledge and complexities of this domain and because it involves real money, people are scared to put out their hard-earned money to something risky. We wanted to ease this process by introducing a little excitement and motivation at the same time to people who are even 0.1% interested in stock investing, who are seeking some confidence and looking for a platform to learn more about it without actually losing anything.

# What does a user need?🙋‍♀️

Our users take their money very seriously and that's the thing that stops them to experiment with it and learn more about how to grow it instead they like to. keep it stagnant to their bank accounts and do nothing.

We realized that and appreciating an environment where whatever the results are- they get to learn is the primary agenda, was the most required feature.

# What were we building?👷‍♀️

Beat the street was basically about providing users a platform to apply their learnings and see how much they are right or not and where do they need to improve upon, but in a very casual and interactive way.

We wanted users to learn every day. So when users are coming to the platform, they would do prior research about- how the market is performing? which stocks are the ones affecting markets? why these stocks only?

One thing leading to another, they will surely learn something new every day without any fear of losing anything and that's the kind of behavior we were trying to build on our platform.

# What is gamification?

Gamification is a design that keeps human motivation at the center in the process and tries to optimize accordingly as opposed to pure efficiency.

There's a very beautiful framework been provided as **Octalysis** - by Yu-kai Chou

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F8eCDIulCEwWVFhld8IvvSQgBFw12%2FBbpHht16tOVtOGTUghtb%2F2afdde1d-56ec-470e-8e74-dafcc108b702.png?alt=media&token=a1acd826-237f-4253-aea3-accecba0ef73","id":"2afdde1d-56ec-470e-8e74-dafcc108b702","width":1602,"height":1338,"filename":"Octalysis.png","type":"image/png","caption":"","border":false}]}
```

# User study **👨‍👨‍👧‍👧**

We took an internal survey to understand how many people encourage gaming and how many would like to use something like this in the Fintech domain as well. To our surprise, the results were interesting. the survey was taken by **57 people** and out of which **52 people** were willing to see something like this in action.

So this was our green flag to take this idea forward give our users what they really need.

# Competitive research 👽

Since we were not really building a gaming platform but more of an indirect learning platform. And after trying to dig a lot, wasn't able to come across any such direct competitor. Thus, I decided to take some inspiration from currently most hyped gaming platforms like **Dream 11, Tetris, Spider solitaire, Pokemon-Go,** etc\*\*.\*\* These platforms were able to get users hooked crazily in their times and thus we wanted to benchmark these platforms for strategy building. Took some inspiration from them and understood the nature of problems and solutions they would've thought of.

# Early Iterations 🥸

We had lot many things to experiment upon while designing. As much as the experience needed to be seamless, the Visual part was equally important. We did not want to give the communication of spammy webpages by making the product too much casual. So we had to play cool by keeping aesthetics alive and maintaining the product's identity.

Starting from base to some close to finalizations iterations:

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F8eCDIulCEwWVFhld8IvvSQgBFw12%2FBbpHht16tOVtOGTUghtb%2F093a268c-22fd-4ceb-acec-857d4eeebab0.jpg?alt=media&token=e8487fdb-0176-4a2c-84fe-237f3ce4c3a5","id":"093a268c-22fd-4ceb-acec-857d4eeebab0","width":2389,"height":3226,"filename":"Submission_view.jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F8eCDIulCEwWVFhld8IvvSQgBFw12%2FBbpHht16tOVtOGTUghtb%2Ffd9d98d9-2f5b-4666-8892-849f42035c05.jpg?alt=media&token=ecee4c2f-d3ba-496a-a6c5-f22e202b7b10","id":"fd9d98d9-2f5b-4666-8892-849f42035c05","width":1870,"height":2688,"filename":"Prize_section_options.jpg","type":"image/jpeg","caption":"","border":false}]}
```

# Final Designs🎨

We already have made some incremental changes to the page. Designs for the first version looked something like this:

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F8eCDIulCEwWVFhld8IvvSQgBFw12%2FBbpHht16tOVtOGTUghtb%2Ff46f05a7-0b2f-40d2-a8e1-5dab3bd02588.jpg?alt=media&token=18928aaa-cceb-4e63-9cd7-7d5848db7c46","id":"f46f05a7-0b2f-40d2-a8e1-5dab3bd02588","width":2400,"height":3047,"filename":"Submission_view-with_past_log.jpg","type":"image/jpeg","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F8eCDIulCEwWVFhld8IvvSQgBFw12%2FBbpHht16tOVtOGTUghtb%2F8e82e5b9-4646-4ec3-b15e-8b68fbbda1ed.jpg?alt=media&token=5f1ca7db-0d4f-485c-82b2-811b522c9471","id":"8e82e5b9-4646-4ec3-b15e-8b68fbbda1ed","width":2400,"height":3047,"filename":"Submission_view-with_past_log.jpg","type":"image/jpeg","caption":"","border":false}]}
```

After doing user research, we realized that our users like to use the product but they also want to know how winners are winning and this allowed us to encourage healthy competitive behavior to our platform.

In the first incremental phase, we made few changes such as:

* Users now will be able to see a list of the top 100 winners

* Users now can see picks by the top 5 winners.

* Adding a periodic view to see the historical data of winners

* Users now can tweet their ranks directly from the leaderboard

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F8eCDIulCEwWVFhld8IvvSQgBFw12%2FBbpHht16tOVtOGTUghtb%2F07dcbdd7-05fd-4b69-8626-86d9a86d7289.jpg?alt=media&token=67293e09-4f99-4c96-aaac-ec4c21a7b090","id":"07dcbdd7-05fd-4b69-8626-86d9a86d7289","width":2400,"height":4548,"filename":"Submission_view-Periodic_views.jpg","type":"image/jpeg","caption":"","border":false}]}
```

# **Challenges faced 😰**

This was a completely new idea which came into the picture suddenly and we wanted to put it out as soon as possible, so consider it surprising and unplanned but yes! I had to close all designs (Web+mobile) in a week. I took some extensions in terms of feedback and sign-offs and this product was designed within a week and a half. And because of time constraints, I was not able to invest too much time in research and iterations. But, the product is speaking for itself and we have received a lot of good feedback.

Though we had multiple limitations because of compliance policy and how users interpret our product, we had to remove multiple thought features. But since we always like to bring something new and exciting to our users, we are working on it and would soon come up with a whole new set of features.

Empowering financial study by Gamification

```cv
gallery
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```

# What are Stock pages? 📈

Stock pages were aimed to provide detailed information about any company to users. The overview page aims to give snippets of all the other pages and some meta-information that helps the user get an overall picture of the stock in focus.

# Why was this required? 🧐

At the time we started working on the product, there were many tools available in the market that enabled users to view stock details and let them transact in stocks, but in a disjointed and archaic fashion. These tools were primarily geared towards seasoned investors and were significantly low in usability standards.

According to Morgan Stanley’s research:

* An estimated 4.75 million Indians enter the workforce every year in the 18–35 age group, which comprises 46% of the total workforce every year.

* A millennial survey indicates that \~91% of the participants prefer to take their own financial decisions.

Taking this as an opportunity, we wanted to build a system that combined all these functionalities under the same umbrella while also making it usable, even for investors that are brand new to the field.

# What does the user need?🙋‍♀️

After speaking to a lot of users (some of them were experienced while some were complete beginners, few data points were collected:

📊 **Data POV:**

1️⃣ Basic data point which doesn't require research from their end to make a decision

2️⃣ Detailed financial reports

3️⃣ Latest news about the company

🖥 **Platform POV:**

1️⃣ Quickly accessible information

2️⃣ Consumable data

# What were we building?👷‍♀️

By introducing stock pages to market, we were officially going to launch Tickertape under the same domain which had its existence earlier with a screener (stock discovery tool) but partly.

Tickertape was built with the sole objective of making stock-market analysis easier, accessible, user-friendly, and a product that our users can use as a ‘go-to’ tool — every day for every single financial need. and so was the primary motive of stock pages.

# How we strategize to be best?⚙️

We followed a few guiding principles on the way to make sure we deliver what we promise and also stand out from the rest of the market:-

## **“Know thy business”**

To create the right user experience, it is vital to understand and delve deeper into the intricacies of the financial investment domain while also keeping a keen eye on the behavioral peculiarities of the users.

## ***“Less is more”***

*\~Ludwig Mies Van Der Rohe*

This is one of the most useful design principles that everyone may have heard but is a tough one to crack. It’s delicate to trace this path since you have to maintain a balance between overwhelming users while also keeping things functional.

We tried to remove as many data points from the interface, as were functionally viable. The page layouts, task flows, and content was designed in a manner that provides a natural flow of information, which contextually fits the user’s task at hand. The best way we found to simplify our pages was by transforming complex financial data into easy-to-understand graphs. We aimed to provide very smooth and obvious user flows to increase speed and user satisfaction. We also made sure that the most frequently used tasks are always visible and accessible to users and giving them confidence while handling their finances, so as to allow new users to easily become familiar with the product and begin placing trust in it.

With all these principles keeping in consideration, our primary agenda was to deliver information to users in the most possible **clutter-free** manner.

# **Users and audience 👨‍👨‍👧‍👧**

In order to shape our users, we decided to run short research which included user calls

We asked some of the following questions as a base;

* How long have been Investing/ Have you started investing?

* How much time on average do you spend weekly looking at stock markets?

* Which platforms do you use for the same?

* What are few things you feel these platforms are missing out on?

With responses, we were able to figure out the basic requirements of our users, which were:

* Beginners/ Seasoned investors

* Some spent very little because they are sure what data points to look at, but freshers have to struggle because of the availability of a lot of data but are unsure of how to consume it.

* Most users were long-time users of Moneycontrol, Bloomberg. Apart from these, there were some new refreshing products available like Indwealth, Upstox, etc.

* Lack of Guidance, Clarity on what's important data, too much data, less interaction were few points got mentioned by users as missing features from the existing system.

Also created a mind map 🧠 for understanding user behavior in the right manner.

[TT User Research - Question Tree-1.pdf](https://s3-us-west-2.amazonaws.com/secure.notion-static.com/cb62cb91-3306-44aa-9e1c-b549925d092d/TT_User_Research_-_Question_Tree-1.pdf)

# Final Designs🎨

After a lot of brainstorming, wireframing, discussions, talking to users to brainstorming, wireframing, and repeating processes all over again multiple times. We finally had the first version of our beautiful stock pages ready.

```cv
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```

P.s: these are the early phase iterations. And stock pages went live on **24th May 2019.** We now have come way too far with incremental changes on our product. please visit **Tickertape** if you wish to understand how we integrated all the user feedback along with our defined feature pipeline.

# **Challenges faced 😰**

Boy oh boy! there were a lot of challenges and constraints we had to overcome while developing. A few major of them were:

* The price graph on the overview page had a lot of restrictions in order to be fetching live prices ticking from the market considering we weren't able to yet start showing live prices. With that, some of the selected states, hover states complications were there too.

* A lot of data optimizations had to be done in order to make pages quickly loadable even on slow internet.

and many more in order to improve our SEO ratings. But here I would like to give a huge shoutout to our engineering team who helped me bring this dream design to life just the way I wanted it to be.

# **Results 🤗**

Well, numbers matter a lot of course but, we were designing for our users and even a small hint of them being satisfied with our product is worth the whole effort. We get a lot of vocal feedbacks thus no record of such but a few of them which were public are here:

And these feedbacks only made us push ourselves to strive for unbeatably best in the market.

# Interesting data post launch📈

Tickertape is the smartest approach to analyze your stock better and we needed to make it known to everyone. To compete with known leaders in the space, it needed to establish credibility with seasoned investors. This was the biggest challenge for us but the product made its own way. While we crossed a milestone number of **1L+ monthly active users by October 2019(Just in 5 months)**, our **Weekly and Daily active users** numbers had reached **41k** and **12k**, respectively. Just by **October 2019**, there were **1.2 million page visits**, which was an overwhelming number. Surprisingly our **current DAU** is having exponential organic growth without any marketing or specific campaigns.

# Scalability 🧪🔮

We think and we know our product could be improved a lot, concerning performance and smoothness. New features could be added with time or some of the features could be removed to reduce the complexity of the app, depending on users’ interests. It has been a very interesting journey to build this app and test it to see what works and what needs improvement. Though we have a whole new set of features to present to users, still the main motive would be to focus on the two most important things:

* **Financial Decisions:** It’s an important aspect of life to make good financial decisions, whether it’s your expenses, savings, investments, or insurances. When it comes to investing, different investors would have different strategies, depending on their objectives. Some want to invest for a long term or short time or might choose a particular sector by being confident about the future of that sector. Some don’t even have a strategy and ask for suggestions. Not having a portfolio that aligns with your investment goals might lead you into financial tragedy. So it’s always a good idea to analyze the stocks based on your objectives. With Tickertape, we want to make a decision taking super smooth with curated information like researching companies and understanding financial jargon.

* **Financial Wealth:** The basic formula to build financial wealth is to save money, avoid debt and invest the savings wisely. If you are saving money and putting your savings in the bank account then probably this is not the most right decision. Taking risks and building a sizeable portfolio, go hand-in-hand. The risk and returns objective should be well calculated before starting to invest. Build a portfolio diversified enough for fixed cash holdings, equities, and other investments. Diversification is a very important aspect of investing because if one class is underperforming then it is very much possible that some other class is outperforming. Tickertape helps you by providing you with a good set of filters to analyze and compare different classes and sectors separately. So the easy way to build good financial wealth is by assessing your risk appetite, investing regularly, and diversifying your portfolio.

Considering the motives, we have a long list of new features to be part of our plan out of which some majors are:

* Introducing **more asset classes** incrementally

* Enabling **Transactions** using our own gateway

* With transactions, **Portfolio** becomes a huge factor to be considered of course, which will be done partly.

* Introducing **Stock Deals,** where users can see all the data of **Insider trading** and **Bulk/Block deals.**

And many more exciting features are on the list already, so do keep an eye :)

Building Stock pages for better data consumption

Open to exciting and challenging opportunitites

Design Lead

Happily Quarantined!

I enjoyed the early self-isolation that came with the pandemic, see how?

Design is the key to communication, How?

How Design played an important role in shaping a disrupting platform

Tickertape- A new way to learn your finances 📊

How the idea of Tickertape came to reality

Why am I so forgetful 😥?

Judge me all you want but I know it’s not just me. See how to normalise forgetting nature

Winning Friends in the real world- bringing Carnegie's Hypothesis to Life

I’ve always been known as a social butterfly with a big network and tons of friends.

Yes! I am proud to admit that I am good at making friends but what’s the science behind it?

Recognition has its own languages

To all the managers out there, learn these Recognition languages to uplift your team.

Revamping experience to reduce friction in conversion and increasing retention

💸  Improving Subscription flow for better experience

Beat the Street- A gamified version for users to learn markets better everyday

🎲 Empowering financial study by Gamification

Understand stocks in a more understandable and digestible way

📊 Building Stock pages for better data consumption

To design an experience for people who have performed poorly in the test but they can retake the test after 6 weeks. What will motivate them to come back and give the test?

Improving experience for Poor Performers

Prototyping

Visual Experiments

Sketching

Leading the most crucial revenue generating verticals of the organisation- Unacademy centres and Unacademy stores

My role involved interacting with PMs and stakeholders to identify existing issues and brainstorm new features, collaborating with engineers to improve the user experience, regular catch-ups with the marketing and growth team to evaluate current campaign performance and brainstorm new ideas.
Created a unified design system that facilitated a smooth handoff between the design and engineering teams.
I mentored the design cohort for our internship program

- Designed a product with careful consideration for business needs & usability findings using a user centric approach.
- Designed a product with careful consideration for business needs & usability findings using a user centric approach.
-Designed an evolving set of design patterns and style guidelines.

Visual Designer

Graphy is all about building and empowering the community of creators.
With mentoring designers, I got opportunity to work on some of the most critical flows for Graphy like Graphy payments, Referrals, Checkout experience Creator dashboard, Navigation etc.

Interaction Designer

Building the most powerful yet safest social wallet to accommodate all DeFi needs for degens.

Lead all things design as the 1st product designer for the early-stage Fintech startup "Tickertape". 
Here, with every new feature, I strove to make complicated financial concepts snackable and novice-friendly. 

- I was responsible for leading a team of 8 designers, consisting of both product and brand designers. I ensured that each team member received appropriate feedback and guidance to support their growth, as well as the product growth. 

- Additionally, I regularly communicated with product managers and stakeholders to ensure that our designs aligned with business requirements. I worked closely with engineers to refine design details and enhance the user experience. I also collaborated with the marketing and growth team to analyze the performance of our ad campaigns. In order to maintain the quality of our product, I met regularly with the QA team to discuss bug fixes without compromising user experience.

- Furthermore, I communicated with the CX team to address user queries and resolve any issues with our product's flow. I valued data and analytics, so I frequently analyzed user behavior data to identify areas where we could improve our designs and user experience.

Devyani

2021