Multi asset
investment
platform
HDFC InvestNow is a multi asset investment platform exclusively for HDFC Bank customers where they can avail expert recommendations based on their financial needs, goals and risk appetite. Despite its robust offerings, the platform faced challenges in user engagement and usability, prompting a partnership with Studio How About That! to reimagine the experience.
01
Studio How About That conducted a 360° analysis:
- Competitive Audit: Benchmarked against Groww, Zerodha, and global platforms like Vanguard.
- User Interviews: Revealed pain points: “I don’t know where to start” (novice) vs. “I need faster access to data”(expert).
- Heuristic Evaluation: Found inconsistent IA, poor visual hierarchy, and insufficient educational guidance.
Key Insights
- Users desired simplicity without sacrificing advanced functionality.
- Goal planning was a critical motivator but poorly integrated.
- Trust required clarity in fees, risk, and performance metrics.
02
Guided by four pillars: Simplicity, Personalization, Trust, and Scalability.
User-Centric Framework
- Personas: Crafted for segments like Rohan (28, first-time investor) and Anita (45, seasoned trader)
- Journey Mapping: Streamlined onboarding to under 2 minutes and introduced role-switching (Beginner/Expert Mode).
Information Architecture - Consolidated features into five intuitive hubs
- Dashboard: Unified portfolio snapshot.
- Goals: Link investments to life milestones (e.g., “Buy a Home”).
- Global Investing: Curated markets with risk ratings.
- Model Portfolios: Robo-advisor with risk-assessment quizzes.
- Learn: Bite-sized guides and webinars.
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