BUSINESS CASE
PRODUCT STRATEGY
BACKGROUND
How do we prepare an incumbent and category-leading investment platform to meet a fast-changing future and the next stage of product evolution, with intention?
Over the years, ICICI Direct had grown to meet a wide range of investor needs. But as the ecosystem evolved, so did its complexity: more features, more users, more expectations, more friction.
THE PROBLEM STATEMENT
EXECUTION STRATEGY
WHAT OUR RESEARCH TOLD US
Our research uncovered that the same product was meant to serve two diversely different sets of user needs that ICICI DIrect was courting.
User 1
DIY investors
Investors in their 30s - 50s, are focused on families, retirement, and major life goals. They prefer steady, safe wealth-building over chasing the market, and need apps that feel calm, clear, and trustworthy. Simple layouts, direct information, and contextual guidance help them stay in control.
Active traders
Traders, spanning younger to older age groups, treated trading as a daily habit or parallel profession. They don’t want lessons. They want speed, clear information, and precision in fast-moving markets. For them, an app must be a Swiss army knife: lean, reliable, and always ahead.
01 | UPGRADING THE CURRENT APP
We made fundamentally visual design upgrades to the current application without changing any structure. The focus was on typography, colour usage, component consistency and spacings.
02 | DESIGNING FOR DIVERGENCE
Watchlisting made better
Our worked on this product has not ended at just launch - we have a whole case talking about all the work, iterative and additive to this financial stack post launch.
