Reorganised how 3L users look their financial life every day
MY ROLE
Product Designer
Primary user
Investor, Pro-trader & tracker
TEAM
PM & Engineers
TIMELINE
2 months
Old Dashboard had no spine
INDmoney dashboard was a single screen with 12+ widgets stacked in long vertical scroll. Everything fought for attention.
STEP 01 - Data analysis
We did analysis- the data was damning
A full analytics audit of the old dashboard surfaced clear signal on what wasn’t working
90%
Users kept assets list in list mode- grid toggle was invisible noise
~0
active goal user- Goals product as a product was stale still so prominent
less than 1%
Bill payments initiated from dashboard — two dedicated widgets for this
less than 1%
Wallet widget used for adding money - prime real estate wasted
STEP 02 - Appstore reviews /User interviews
Real users! Real stories
Good app to tracks everything in one
place but too many features...
My external MF Portfolio is always wrong , never tells me when to refresh
Sidhaant Mundra
@tradewithSidhaant
User interview
-shreya
“Oh I can do UPI payments and pay bills too from INDmoney”
User interview
-aditya
“I always get lost with finding bills, and often miss due dates”
STEP 03 - Understand why?
~3L Users visits dashboard daily but engagement was low. Two major answers were missing
“How is my portfolio performing Today”
“Is Any of my Bill/EMI/Payment is due today? ”
How might we simply the dashboard of app so that it shows users financial summary in one glance?
The app is built on one idea: Networth
INDmoney's core promise — track every asset, loan, and account to show real wealth — gave us the Information Architecture framework we needed. Net worth has a formula:
Networth = Assets-liabilities
Networth
Liabilities
Assets
Investments
Invested + tracked
IND stocks
US stocks
Mutual Funds
External portfolio
Banks
Liquid asset
Insurance
Protection of assets
Life insurance
Health insurance
Motor insurance
Other tracked
Bills/recharges
Added bills/recharges
Utility bills
Prepaid/postpaid
Recharges
Credit cards
Tracked Credit Cards
Loans
On platloam +external
Personal loans
Loan against MF
External loan
Attention Required
1/2
View all
Shantanu Jain
Electricity Bill
use ₹25 cashback
Pay ₹6,000
Due in 5 days
Assets
Investment
Bank
Protection
Total invested value
₹2,00,00,000
IND stocks
49.2% allocation
₹10,00,000
▲3.2%
Mutual funds
49.2% allocation
₹10,00,000
▲3.2%
Us stocks
49.2% allocation
₹10,00,000
▲3.2%
Realestate
49.2% allocation
₹10,00,000
▲3.2%
View All
Liabilities
Credit card
Bills & recharges
Loans
Total bill amount
₹2,00,00,000
Use
₹1,100 cashback
to pay your bills
Add a card
View all
Bill overdue
Visa •• 5467
Axis Atlas
Next bill in 22 days
Pay ₹5,000
Due in 52 days
Visa •• 5467
HDFC regalia gold
Next bill in 22 days
Pay ₹5,000
Pay by 23 Mar
Mastercard •• 5467
SBI card prime
Next bill in 22 days
Pay ₹5,000
1st EMI on
date
Get Instant Cash up to
₹1,20,000
Instant approval, quick disbursal.
Withdraw
Your data is 100% safe
Trusted by 80 lakh+ Indians
ISO 27001 Certified
INDstocks
US Stocks
Dashboard
Mutual Fund
Insta Cash
9:41
MY net worth
₹1459878.99L
1 Day Change:
₹50,000
▼ 4.27%
Networth first
Any important bill/action
Then what builds it
Then what reduces it
Cross selling of loans
“Users can clearly see that their loans debt is impacting their net worth, SIP is growing it.”
New screen looks practical
New dashboard is smart & personalised!
Widgets shown were based on stage of user. eg if user has just completed registrations we only show kyc widget.
9:41
MY net worth
₹1459878.99L
1 Day Change:
₹50,000
▼ 4.27%
Attention Required
1/2
View all
Shantanu Jain
Electricity Bill
use ₹25 cashback
Pay ₹6,000
Due in 5 days
Assets
Investment
Bank
Protection
Total invested value
₹2,00,00,000
IND stocks
49.2% allocation
₹10,00,000
▲3.2%
Mutual funds
49.2% allocation
₹10,00,000
▲3.2%
Us stocks
49.2% allocation
₹10,00,000
▲3.2%
Realestate
49.2% allocation
₹10,00,000
▲3.2%
View All
Liabilities
Credit card
Bills & recharges
Total bill amount
₹2,00,00,000
Use
₹1,100 cashback
to pay your bills
Add a card
View all
Bill overdue
Visa •• 5467
Axis Atlas
Next bill in 22 days
Pay ₹5,000
Due in 52 days
Visa •• 5467
HDFC regalia gold
Next bill in 22 days
Pay ₹5,000
Pay by 23 Mar
Mastercard •• 5467
SBI card prime
Next bill in 22 days
Pay ₹5,000
1st EMI on
date
Get Instant Cash up to
₹1,20,000
Instant approval, quick disbursal.
Withdraw
Your data is 100% safe
Trusted by 80 lakh+ Indians
ISO 27001 Certified
INDstocks
US Stocks
Dashboard
Mutual Fund
Insta Cash
What moved?
Same information different representation
45%
New investor KYC to trade conversion
4 to 2d
Time taken to convert new investor
2-3%
Actions via attention required
10%
Existing investor engagement ios
3%
Existing investor engagement andriod
dropped
Bill payment & recharge via Widget
What’s next?
01
Recover bill payment numbers
02
Understand the gap b/w ios v/s Andriod users
03
Tab personalisation with in assets
Closing statement!
“Good UX is about giving users clarity at the right moment”