Project Details
In this case study, I analyzed INDmoney’s onboarding experience and identified critical user pain points like decision paralysis, emotional resistance, and lack of confidence in financial actions. The project aimed to improve first-time user activation, financial literacy, and retention by introducing a smart, emotionally-aware onboarding solution.
Problem Statement
Despite its rich features, new or emotionally overwhelmed users feel confused and intimidated by the INDmoney app.
The app provides tools but lacks clear, personalized guidance.
Users experience decision paralysis and often drop off without taking any financial action.
A key user quote highlights the core issue: "The app tells me what I can do, but not what I should do".
Solution: INDguide
A personalized, emotionally-aware financial coach embedded within the app.
Key Features:
Financial Persona Quiz: A short questionnaire to segment users based on their life stage, income, and goals.
Emotion & Mindset Tracker: Allows users to log their feelings about money, which in turn adjusts the content and suggestions they receive.
Scenario-Based Coaching: Delivers customized modules like "Start Your First SIP" based on the user's persona and needs.
Confidence Meter: A visual tool (Green/Amber/Red) that shows how aligned a user's investment decisions are with their stated goals.
Ask INDcoach: An AI-based chat assistant that provides guided, friendly responses to financial questions.
Projected Impact
Activation Rate: Projected to increase by 20%.
User Retention: Expected to increase by 15% at Day 7 and Day 30.
SIP Conversions: Projected to see a 25% increase from new users.
Session Time: Expected to increase by 30%.
User Confidence: Anticipated to lead to a positive NPS (Net Promoter Score) from users who feel they have "better clarity".
