Mobile app, Website, Admin panel
Lacs in investment within one month of launch (in lakhs)
Playstore rating
For Users: Many users struggle to find investment solutions that meet both their short-term and long-term goals. Traditional investment platforms are often complicated, lack flexibility, and do not prioritize user-defined objectives. For Business: Growlex seeks to differentiate itself in a crowded market by offering a unique value proposition through P2P SIP, encouraging consistent user engagement and expanding its user base. It is essential to balance creating a streamlined and user-centric experience with achieving business goals like customer acquisition, retention, and monetization.
As the only product designer cum manager for Growlex, I was responsible for the app's end-to-end design, including user experience (UX) design, interface design, and prototyping. My tasks involved: 1. Conducting user research and gathering insights into the target audience’s investment habits and preferences. 2. Collaborating with business stakeholders, developers and engineers to align the design with key business objectives. 3. Designing and iterating on the user interface (UI) to ensure usability, accessibility, and engagement. 4. Maintaining a continuously evolving component library, style guides and typography
Single handedly designed and managed all the products, website and admin panel. Collaborated with developers to bring design to life.
Product management
Website design
Mobile app design
Admin panel & Component library
For Users: Many users struggle to find investment solutions that meet both their short-term and long-term goals. Traditional investment platforms are often complicated, lack flexibility, and do not prioritize user-defined objectives. For Business: Growlex seeks to differentiate itself in a crowded market by offering a unique value proposition through P2P SIP, encouraging consistent user engagement and expanding its user base. It is essential to balance creating a streamlined and user-centric experience with achieving business goals like customer acquisition, retention, and monetization.
To better understand the needs and pain points of potential users, I conducted research, which included: 1. User Interviews: I conducted interviews with users across various demographics to understand their investment habits, challenges with traditional platforms, and interest in goal-based planning. 2. Market Analysis: I reviewed competitors to identify gaps in their services, especially regarding accessibility, ease of use, and goal-planning features. Key Insights: 1. Short-Term vs. Long-Term Needs: Users needed flexibility in investment durations, with a preference for easy access to funds in short-term plans. 2. Goal-Oriented Savings: Many users felt more motivated to save when the investment aligned with a specific goal (e.g., education, travel).
Based on research findings and aligning with business goals, the Growlex app was designed to offer: 1. Flexible Investment Plans Short-Term Plans: Users can choose investments from 1 to 3 months with clear timelines and returns. Long-Term Plans: Plans from 6 months up to 5 years, catering to more substantial growth opportunities.
2. Goal Planning with P2P SIP Goal-Setting Feature: Users can set a financial target, select a timeframe, and contribute to the goal through P2P SIP contributions. Automated SIP Contributions: Users can schedule recurring contributions to their goal, with options to adjust based on changing financial conditions. Bellcurve SIP: Something unheard of in P2P industry, where users can start with small amount, gradually increase monthly investment amount and gradually decrease the monthly investment amount again to form a bellcurve pattern. This was a psychological play that addressed the resistance to start investing big amounts monthly in a new P2P app, instead users started small, saw their investment growing to become more comfortable in increasing monthly investment amount.
Gross invesment value in first month of launch (in lakhs)
Playstore rating
By prioritizing user needs and integrating business goals, Growlex successfully positioned itself as a competitive, user-friendly P2P investment app. The design approach highlighted the importance of flexibility, transparency, and goal-oriented features to create a solution that resonates with users while advancing Growlex’s business objectives. Unfortunately due to RBI's latest compliance in P2P investment industry, the existing business model became unsustainable and illegal overnight and we had to stop all new investments from new investors. This project taught me the value of compliances in Fintech industry. Fintech is one of the highest regulated sectors of India, one that sees a new regulation and new compliance coming in every month.
