ETF Web Journey
Project Overview
The project focused on improving the ETF (Exchange Traded Fund) experience within the 5paisa app, making it easier for users to discover, understand, and invest in ETFs. The goal was to move beyond a static listing and build a journey that feels approachable for beginners while still useful for active investors.
Tags:
Project
ETF Journey
Industry
Finance
Duration
8 Weeks
%201.png)
Problem Context
The earlier ETF flow lacked structure and context. Users often struggled to find relevant ETFs, compare options, or grasp what each type represented. Educational touchpoints were scattered, and the interface didn’t guide users toward investment actions effectively.
The homepage lacked hierarchy, mixing tickers, categories, and listings without clear entry points.
The Buy/Sell flow offered no educational or guided context for first time investors.
Important features like ETF by AMC, Budget-friendly ETFs, and ETF of the Month were absent, reducing discovery.
Filters and sorting options (by category, AMC, returns, or risk) were missing, making comparison difficult.
The detail page layout was inconsistent, key information like charts, returns, and holdings weren’t prioritized.
Focus Areas
Discovery & Guidance
The design aimed to bring consistency across screens, ensuring important actions, updates, and support options were always within reach.
Education Within Flow
Integrated simple explainer cards on ETF basics, benefits, and evaluation factors to build user understanding at the point of decision.
Simplified Actions & Continuity
Streamlined investment steps by replacing Buy/Sell with clear CTAs (Invest Now, Start SIP), and extended the journey into the portfolio view with Invest More and Redeem actions.
Design Outcome
