Decision clarity
Information overload
Dense market data and different levels of expertise made it difficult to know what to explore, evaluate, or act on next.
Axis Direct / Investment platform
Axis Direct
Designing for a million traders and investors—with clearer decisions, trusted expertise, and an experience shaped around intent.
A progressive product foundation for continuous learning
A server-driven UI let the team test ideas and release changes quickly, revealing complexity as each investor's intent became clearer.
Project Details
My Role
Strategy and execution. I shaped the UX strategy, research, journey mapping, information architecture, UI architecture, and product experiments across the investment experience.
Business Goals
Increase new-user acquisition, improve retention, and re-engage existing traders while reducing the cognitive load created by complex market data and decision paths.
Product Outcome
A server-driven, progressive experience gave the team a shared foundation for personalized research, social investing, trading workflows, and voice navigation—designed once and deployed rapidly across customer journeys.
Services
UX strategy, UX research, UI architecture, Information architecture, Product experimentation, Progressive UX.
Every investor starts with a different question.
Dense information, uncertain advice, and different levels of expertise complicated the journey from exploration to a trading decision.
Trust and guidance
Interrupted decisions
The recurring ‘let me ask’ moment took investors outside the buying journey, where the quality of advice was uncertain.
Product delivery
Evolving expectations
Acquisition, retention, and re-engagement required frequent experiments and a product foundation that could adapt quickly.
Intent first. Complexity second
I connected research, trusted guidance, and progressive UX to shape a product that could keep learning.
Start with the investor’s intent.
Design focus
Find the moments that shape a decision
- Review heatmaps and analytics for journey signals.
- Use contextual inquiries to understand expectations.
- Map mental models, triggers, and moments of clarity.
The approach
Connect evidence to the journey
Research connected exploration, evaluation, and execution, helping the team organise the experience around what investors wanted to achieve.
What this creates
Journey maps, mental models, and empathy maps
Explore each focus area to see how the strategy came together.
Designing around intent instead of isolated screens
Heatmaps, analytics, and contextual inquiries revealed the triggers behind exploration, evaluation, and execution. Mental models and empathy maps translated those signals into design direction.
Make complex market data easier to act on.
Option-chain data was organized around the decisions a trader needed to make next, reducing the effort required to move from analysis to action.
A trusted social network for investors
A recurring “let me ask” moment interrupted buying journeys. We conceptualized a network connecting investors with in-house experts, recognized influencers, and peers to bring guidance closer to the decision.
Personalized recommendations without overwhelming the investor
A simpler interface and personalized research suggestions helped investors find relevant evidence without wading through every market signal.
Turning user intent and mental models into a voice-navigation flow
We connected user intent, mental models, and journey context to reusable components, shaping a voice flow traceable from customer need to a testable interaction.
