Introducing Stock Market Feature in PhonePe
This case study explores the UI/UX process of designing a Stock Market Learning and Investment Feature in PhonePe. The feature aims to bridge the knowledge gap for beginner investors while leveraging PhonePe’s existing user base and financial ecosystem.
To read full case study-
Goal
• Offering a structured stock market learning experience within PhonePe Wealth
• Increasing user confidence in investments through a seamless and engaging design.
• Increasing user confidence in investments through a seamless and engaging design.
Problems
PhonePe is a leader in digital payments, it lacked features to support users in exploring stock market investments. Challenges included:
• Low financial literacy: Over 75% of Indian adults lack basic financial knowledge.
• Minimal retail investor participation: Only 3% of Indian households actively invest in stocks.
• Complexity of stock market tools: Existing apps overwhelm beginners and unstructured learning.
Research
Conducted quantitative and qualitative analysis, revealing that only 3% of Indian households actively invest in stocks, despite 11 crore demat accounts registered in 2023. User interviews highlighted a lack of structured learning, confusion with terminology, and the need for time-efficient, accessible investment education.
Design Goals
• User Goals: Simplify stock market learning for beginners by offering an intuitive, engaging experience with features that enhance decision-making and investment tracking.• Provide an intuitive and engaging user experience.
• Business Goals: Strengthen PhonePe’s financial services portfolio, drive user engagement and retention with value-added features, and generate revenue through subscription plans and premium services.
Solutions
• Introduced a three-level curriculum: Beginner, Intermediate, Advanced
• Included bite-sized lessons on stock market basics, technical analysis, and trading strategies
• Adding thumbnails attracts user visually and make them read the blog.
• Access CTA for better conversion.
Wrap-Up
This project was a testament to how thoughtful design can drive meaningful change. By addressing user needs and aligning with business goals, the Stock Market Learning Feature positions PhonePe as a leader in financial empowerment.
To read full case study