Portfolio Optimizer
Wealth Management for retail investors
Holistic wealth management solution for the needs of Indian retail investors. Enabling portfolio curation according to the user's goals.
Fintech
Wealth Management
Why did we start?
Opportunity
Users spend up to 30% of their time manually formatting documents. Generating, structuring and managing documents using AI can reduce grunt work immensely
Version control and miscommunication can lead to delay in important tasks and impede collaboration on a large scale
Writing and summarizing a document consumes valuable time and effort that can be avoided by using AI’s capabilities
Why did we start?
Problem Statement
How can WealthDesk attract these dormant users into their ecosystem?
How can WealthDesk build trust among these new users that have not invested in a while?
How can we bring value through Wealth Management?
Who are we solving for?
Target Persona
Rahul Roy
Rahul Roy, 36, is a busy marketing manager living in Mumbai. He’s not well-versed in finance and prefers a hands-off approach, rarely checking or managing his portfolio. He is more focused on his career and personal hobbies, leaving his investments on autopilot, but he occasionally worries he should be doing more with them.
Core Behavior
Hands-off approach
Rahul’s interaction with his investments is minimal. He set them up initially but hasn’t put much thought into managing them since.
Risk-averse
He avoids high-risk investments because he doesn’t fully understand the complexities of trading and is concerned about losing money.
Occasional check-ins
He may glance at his portfolio when prompted by news, a conversation, or when he gets an account update, but he doesn't dive deep.
Dependence on simplicity
He prefers index funds for their ease and relative safety and tends to stick with well-known companies rather than venture into unfamiliar territory.
Frustrations
Financial jargon
He gets frustrated by complex investment terminology and technical analysis that feels inaccessible.
Information overload
When he does try to research investing, he’s often bombarded by information, which leads to decision paralysis.
Feeling disconnected
Rahul feels like he’s “missing out” because he doesn't actively participate in trading or investing discussions, but at the same time, he’s reluctant to dive into something he doesn’t fully understand.
Fear of mistakes
His lack of experience leads to anxiety over making wrong investment decisions or missing out on growth opportunities.
Core Needs
Ease of understanding
Rahul needs financial information in layman’s terms. He wants quick summaries and simple explanations to avoid feeling overwhelmed.
Low effort management
He’s looking for a hands-off investment solution that grows over time without demanding his active involvement.
Security and trust
He needs assurance that his investments are safe, even if he's not watching them closely.
Actionable insights
Rahul would benefit from gentle nudges or simple tools to help him make minor adjustments or rebalance his portfolio, without needing to become an expert.
Bird’s eye view of roles and responsibilities
Overview
My Role
As the lead product designer for THEM Consulting, I was in-charge of envisioning the MVP for this use-case and drive design thinking and business alignment
Conducting desirability tests for the right PMF
Envisioning the MVP
Driving and delegating production
Managing client expectations.
Duration
7 Months ( Feb 2022-Aug 2022)
Key Tasks
Product Envisioning
Product Strategy
Sprint Planning
User Flows
Journey Mapping
Process & Scope management
User Research
Aligning business & User requirements
Envisioning MVP
Business
Considerations
User
Considerations
Technical
Considerations
MVP
Entry point for
WealthBasket ecosystem
Lead generation funnel
Minimum CAC
Quick GTM
Simplifying journey design
Comprehensible report
Building trust
Using predictive algo
Reusing existing tech stack
Scalability
Phase 1
Growth Campaign
Partnering with Brokers and advisors to send out an email campaign that contains their portfolio analysis and recommendations to improve its health based on the current market status quo
Why did we start?
Objective
Gauging the user’s desirability towards WealthBasket’s value offering
Gaining insights to improve the comprehension of analysis report
Laying the foundation for security and trust between WealthDesk and it’s new customers
Low effort, high impact exercise to test waters
Our Solution
An email campaign
Our Solution
Key Considerations
Scalable design for all partners and advisors with their branding
Simple design that ensures users get a full experience even in low-latency interactions
Clear and comprehensible data visualization
Quick Go-To-Market
S
Arihant Capital
3 days ago
to me
Your portfolio analysis
Inbox
11:00
Gauging user’s desirability
What did the numbers say
32
%
Open rate
27
%
Click through
of all the users that saw the email
31
%
1st Transaction
of all the users that clicked through
23
%
Repeat Transaction
of all the users that clicked through
What did we learn?
Insights
There was a gradual growth in numbers after relationship managers followed up with their network and offered additional information about the process and management tech
Users still struggled to fully understand their portfolio analysis.
On follow up conversation with Relationship Managers, users believed that the analysis was personally done for their portfolio and were not okay with the lack of privacy.
Phase 2
Designing MVP
Using the insights from growth campaign to build a native experience on Wealthdesk.in that allows the traffic funneled from various partner websites for a Portfolio Analysis
Our Solution
Key Considerations
Educate the user on the value proposition
Leveraging existing tech and structure to ensure quick production and consistency
Make analysis report jargon free & comprehensible
Scalable designs for introducing more investment products
Gauging user’s desirability
Here’s the user flow
Broker Login
Holding Selection
Analysis Report
Order Execution
Report structure should address the following common question that our persona had
Simplifying the report
How's my portfolio looking?
High Level Summary
What should I do about it?
Why should I do it?
Our Solution
Let’s see how design meets the considerations
Educate the user on the value proposition
Leveraging existing tech and structure to ensure quick production and consistency
Make analysis report jargon free & comprehensible
Scalable designs for introducing more investment products
Before and After
Experience the complete journey
Thank you for your attention
If you like the way I think
The most precious thing to me in the world is a good conversation and a pour over iced coffee.
Send me a mail
For a professional jargon-filled millennial exchange
Set up a meeting
For a humane conversation that has my full attention, devotion and gesticulation.
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