Mutual Fund Dashboard
Mutual fund dashboard is a centralized space where users can easily and seamlessly monitor, manage, and analyze their mutual fund portfolio on ‘Black App’.
The dashboard provides a detailed view of portfolio performance. It serves as a one-stop destination for accessing all essential data and documents. One of its standout features is a dedicated section for SIP investments, making it easy to track and manage SIPs—possibly a first-of-its-kind offering. The dashboard also delivers advanced analytics and personalized investment suggestions.
Company
ClearTax
My Role
UI & UX Design
Platform
Mobile App
Duration
Sep - Oct 2021
The Team: Shibu Ponnan (PD), Vinish Varghese (Design Head), Ayush Batra (PM), Mouli Mohan (FE), Gokul Bharathi (FE)
TARGET MARKET
The primary target audience is Indian millennials (25-40) who are tech-savvy, financially independent, and seeking convenient investment options for long-term financial growth. The product also caters to individuals of all ages and backgrounds who are focused on wealth creation.
PROBLEM STATEMENT
The following challenges in tracking and managing their mutual fund investments prevent investors from making informed decisions and managing their investments effectively:
Fragmented information across the app makes it difficult to access them easily.
Lack of a centralised place to monitor, manage, and analyse portfolio.
Discoverability of statements or reports is less.
Difficulty with SIP Management.
BUSINESS OBJECTIVES
Improved User Engagement
A centralized, easy-to-use dashboard will enhance user satisfaction and keep them actively engaged with the platform.
Market Differentiation
Unique features like advanced analytics and SIP management will set the company apart from competitors.
Tapping into Millennial Market
The platform caters to millennial investors, helping the company expand its customer base in this growing segment.
Revenue Growth Opportunities
Offering personalized features opens new revenue streams through premium services and cross-selling.
DESIGN PROCESS
Research
& Analysis
Market Analysis, User Analysis, Competitors Analysis, etc..
1
Design
Wireframe, High fidelity Design, & Prototype
2
User Testing
Test the prototype with target users for early feedback.
3
Launch & Performance Analysis
Deploy and Analyse the performance metrics.
4
1
Research & Analysis
We conducted a survey with users, gathering insights that shaped the dashboard's design. The key takeaway was that users want a comprehensive dashboard with performance tracking, analysis, reports, transactions, and investment suggestions. Some users preferred a simpler view showing only current value, invested value, and overall returns, while majority were open to deeper insights.
ON A SURVEY OF 56 PEOPLE:
85.7%
users wanted a comprehensive dashboard
10.7%
users preferred basic data on dashboard
3.6%
users did not have any preferences
COMPETITIVE ANALYSIS
Our main competitors - Groww, ET Money, Paytm Money, Kuvera, Freecharge, etc.. offer only basic portfolio information on their dashboards - contrary to our survey results.
This led us to conduct another round of surveys and it became clear that users are looking for more than just basic data; they need a comprehensive, feature-rich dashboard that addresses all their key investment needs.
USR PERSONA
Priyanka Sharma
Age
30
Occupation
HR Manager
Location
Mumbai, India
Income
₹34LPA
Tech-Savvy Level
High
I want more control and deeper insights into my investments.
Background
Focused on growing her wealth for retirement and financial security
She’s been investing in mutual funds but finds managing them across platforms cumbersome and seeks a more efficient way to track and make decisions
Needs
Centralised investment tracking & management
Easy access to a consolidated P&L report
A seamless SIP management feature to easily track and manage her monthly contributions
Goals
To make data-driven decisions and keep track of his financial growth over time
Avoid the clutter of having multiple platforms for mutual funds investments
Pain Points
Tracking investments across platforms is arduous
Getting reports from multiple platforms
Tracking and managing multiple SIPs
Solution
Track Performance
Provides updates on investment values and performance metrics. Allow users to track both internal and external investments. Offer a performance graph to assess performance over various time periods.
Easy Access to Investments & Reports
Provide easy access to the investments, transactions, statements and reports (ELSS Reports, P&L Reports, and Transaction Statements) etc..
Centralized SIP Management
Create a centralized platform for SIPs to enable effortless tracking and seamless management
Advanced Analysis
Offer details of investment distribution across sectors, fund categories, and market caps, helping users maintain a well-balanced portfolio, while also providing personalised fund recommendations.
2
Design
Based on our research findings, we identified the key features to build.
Key elements to have on the dashboard as per the research:
Total Invested Amount
Current Value of Portfolio
Absolute Returns
Daily Returns
XIRR
CAGR
Invested Funds
Graphical Representation of Portfolio
Transactions
SIP Tracking
Sector Distribution
Category Distribution
Reports & Statements
External Investments Integration
Recommendations
FEATURES TO BE DESIGNED
Summary section with a concise overview of portfolio performance
Individual Investments and their Comprehensive details
A dedicated SIP management platform
Easy accessibility to transactions, reports and other essentials
Advanced analytics to maintain a balanced portfolio
External investments integration to create a centralized dashboard
Personalised recommendations based on user risk profiles
HIGH FIDELITY DESIGNS
PROTOTYPE
UI ELEMENTS
3
User Testing
Presented the prototype to a select user group and gathered feedback to refine and enhance the product.
FINDINGS
76.4%
Net Promoter Score (NPS)
83%
Rated Excellent
4.5/5
Usability Rating
4
Launch & Performance Analysis
Launched it in the first week of November 2021. The project led to higher Play Store and App Store ratings, while significantly reducing help tickets especially those related to order details, reports/statements, and SIP information.
6L+
Total Downloads
4.7
Appstore rating
4.3
Playstore rating
40%
Drop in help tickets
CONCLUSION
The dashboard was well-received and appreciated by users and stakeholders alike.
The visual representations of the advanced analyses captured significant attention
The launch of the dashboard led to a noticeable increase in SIP adoption
A significant drop in the support tickets related to transactions and statements
PRODUCT
DESIGNER