Goal based Investment app
How a Mutual Fund Platform Simplified Goal-Based Investing Through Guided UX
A Case Study by,
Pavesoft Team
OVERVIEW
Problem
Mutual fund platforms often overwhelm users with:
Dense financial jargon
Too many choices without guidance
Fragmented flows (goal planning, investing, tracking)
Lack of clarity on returns and outcomes
For new and intermediate investors, this leads to:
Decision paralysis
Low trust in the platform
Drop-offs during investment flows
Solution
Design a platform that:
Guides users through goal-based investing step-by-step
Simplifies scheme selection using relevant metrics
Makes financial data easy to understand and act on
Builds trust through clarity and transparency
RESULTS
Impact it brought
35–40% reduction in drop-offs during goal planning through guided step-by-step flows.
Improved investment decision speed with clearer scheme comparison. (1Y / 3Y / 5Y returns focus)
Increased user confidence and trust due to transparent order tracking and simplified flows.
Reduced support dependency by clarifying financial actions and reducing ambiguity in UX copy.
Significant reduction in cognitive load across key journeys, leading to smoother onboarding and investing.
HOW IT WAS ACHIEVED
Understanding the Business
The engagement began with in-depth discovery sessions to understand how the SIP platform operates day to day, from user onboarding and KYC verification to investment setup, portfolio tracking, and transactions. Based on these insights, the onboarding flow was defined by identifying key data requirements and structuring account creation into simple steps.
Stakeholder interviews helped map the complete user journey along with internal workflows and dependencies. Complex flows were broken down and simplified to create a more guided, intuitive experience for users across different levels of understanding.
Challenges & Constraints
Balancing Simplicity with Financial Accuracy
Financial decisions require precision, but users need simplicity.
Solved through structured flows and contextual explanations.
Backend Dependency (BSE APIs)
System-driven constraints influenced data structure and flow logic.
UX was designed around real-world system behavior, not assumptions.
User Trust
Finance products require a higher level of clarity and confidence.
Addressed through consistent UX writing and transparent flows.
Information Architecture
The platform was structured to support a natural user journey:
Set Goal
Get Plan
Explore Schemes
Invest
Track & Manage
Each stage connects seamlessly, reducing friction between decision-making and action.
UX Progression
The design process began with defining core SIP user flows and investment structures to establish clarity in how users would move from goal setting to portfolio management. This progressed into high-fidelity screens, where financial complexity was simplified, visual noise was reduced, and hierarchy was refined to support faster investment decisions, clearer SIP tracking, and seamless execution of key actions throughout the platform.
Data Visualization
Financial data is simplified through clear visualization to make SIP performance and portfolio insights easy to understand and act on.
Approach
Simplified performance charts are used to reduce complexity and highlight only key insights.
The design focuses on clarity over complexity to make SIP and portfolio data easier to read.
Unnecessary financial jargon is avoided to ensure accessibility for all user levels.
System Consistency & Scalability
A reusable component system and standardized design tokens were established to ensure consistency across SIP workflows, including goal setting, investment plans, and portfolio tracking. Mobile-first layouts and adaptive components were designed to handle complex financial interactions smoothly on smaller screens while ensuring the app can scale with new features without affecting the existing user experience.
Final Product Experience
The screens and features were crafted to bring clarity, consistency, and efficiency to the platform.
Unified Investment Management System
Goal Planning
Transformed a single-page, input-heavy experience into a guided journey that explains each step and leads to a personalized outcome.
Scheme Discovery
Enabled quick comparison and scanning by prioritizing only essential metrics, helping users make faster decisions.
Order Lifecycle
Created transparency in post-investment stages through clear status tracking and simplified management flows.