ICICI Direct

The next step in the evolution of India’s trusted trading app

A high-density interface designed for steady-state use that reduces effort, surfaces insights faster and helps traders make confident, time-sensitive decisions.

BUSINESS CASE

PRODUCT STRATEGY

A high-density interface designed for steady-state use that reduces effort, surfaces insights faster and helps traders make confident, time-sensitive decisions.

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?

PROBLEM STATEMENT

The question now was, what’s next?

Where should it go from here?

How do we prepare the product for its next chapter?

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.

EXECUTION STRATEGY

Research, product strategy, high fidelity prototypes and a complete case study

Research, product strategy, high-fidelity prototypes and a complete business case

We understood early on that this needed to be approached as a full case study, one that would unpack how the app was being used today, where there was scope for it to evolve, and what users actually needed going forward.

Every step was designed to surface clear, evidence-based recommendations and equip the ICICI Direct team with a more intentional path forward for the legacy product. The outcome of our engagement was a business case that combined a clear product strategy, research-backed insights, and interface prototypes.

We craft interfaces for digital products. This is our core expertise. Dashboards, web apps, mobile apps, trading terminals, entertainment interfaces, Payment systems whatever they are. If you are building a digital product, we can design it for you.

Primary research: Interviews

Secondary research: Industry study

Product audit

Product and design strategy

Business case to management

Primary research: Interviews

Secondary research: Industry study

Product audit

Product and design strategy

Business case to management

Primary research: Interviews

Secondary research: Industry study

Product audit

Product and design strategy

Business case to management

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.

USER 2

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

Evolving the existing app into a modern, dedicated Trader Mode

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.

See the upgrades

02 | DESIGNING FOR DIVERGENCE

Introducing a new mode built for the complex needs of the DIY Investor

DO MORE WITH ONE APP

A feature set designed around utility, opportunity and wealth management

An all-in-one financial

super-app

.01

We designed dedicated landing experiences for each product category, with a clear actionables and a focus on cross-sell initiatives.

.02

Focussed summaries providing a bird's-eye view of all relationships a customer could possibly have across the multiple lines of businesses at Aditya Birla Capital.

.01

We relied on progressive disclosure to keep users focussed, while also providing summaries at each step to ensure the user has full context of their choices and inputs as they go through application flows.

.03

We broke the application process down into smaller, more comprehensible steps, to remove friction and possible drop-offs owing to the length of the forms.

.02

We broke the application process down into smaller, more comprehensible steps, to remove friction and possible drop-offs owing to the length of the forms.

DO MORE WITH ONE APP

Simplifed decision making

.03

.02

We designed application flows with quick choices and progressive disclosure to maintain the balance of information. Dense application forms were broken down into smaller groups with summary units of all your choices

.01

DO MORE WITH ONE APP

Product recommendations

.01

The dashboard stems out into well thought out individual landing pages. Each module your data along with clear actionables for you to be able to quickly scan through and action out your need

DO MORE WITH ONE APP

Simplifying the interactions between multiple lines of businesses

.01

User flows going across lines of businesses - such as a health scan leading to an insurance cross-sell – were made frictionless and informed by user needs.

The design system

Jasper

Our design system was overtly visual, modern and heavily optimized for mobile usage.

Scalable form systems

Data input made easy with stackable multi-variant input fields that can be visually grouped with the help of progress bars, accordion containers etc

The design system

Jasper

Our design system was overtly visual, modern and heavily optimized for mobile usage.

Scalable form systems

Data input made easy with stackable multi-variant input fields that can be visually grouped with the help of progress bars, accordion containers etc

Surpassing expectations from 0 to1 and beyond

Surpassing expectations from

0-1 and beyond

Surpassing expectations from 0-1 and beyond

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.