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Project Details

The Yes Securities platform aims to be the trader’s choice, offering a seamless and intuitive experience.
With its robust research capabilities and prominently featured user-friendly research calls, Yes Securities is committed to enhancing its app and website to advance its offerings of a simplified and enjoyable experience.

  • Client
    YES Securities
  • Worked as
    Product Designer
  • Duration
    2023-Present
  • Platforms
    Website, iOS & Android Apps

My Role

Requirement Gathering
Secondary Research
User Interviews
Stakeholder Interviews
Brainstorming Sessions
Creating Wireframes
UI Design
Prototyping
User Testing

About the client

YES Securities is a full-service brokerage and investment banking firm, part of YES Bank, offering a wide range of financial services including equity trading, wealth management, investment advisory, and research. The firm provides personalized financial solutions to retail and institutional clients, focusing on capital market products such as equities, derivatives, mutual funds, and IPOs, as well as strategic investment banking services. YES Securities is known for its in-depth market research and a client-centric approach, catering to diverse investment needs.

The Brief

“To re-imagine the YES Securities portal and mobile app, focusing on a modern, user-friendly experience. Targeting HNIs and UHNIs (70% of the current base) while aiming to acquire 30% new users through digital channels, the design will prioritize engagement with Gen Z and Millennials”

The Process

Understanding the Complexity of Trading

Conducted secondary research to understand trading complexities

Performed quantitative analysis to gather relevant data

Data Collection and Problem Identification

Collected data and gathered initial questions

Derived potential problems from the data

Validation and Refinement

Validated problems through stakeholder interviews

Transformed assumptions into solidified problem statements

User Interviews and Vision Alignment

Conducted user interviews to gather diverse insights

Developed a collective vision for the project

Finalising the Problem Statement

Synthesised findings to finalise the problem statement

Key Pain Points

Key issues and areas for improvement were pinpointed through extensive primary and secondary research

  • Unnecessary human intervention
  • Low engagement
  • Non-Intuitive Design
  • Basic Application
  • Uniform UI/UX
  • Poor Navigation
  • Outdated Visuals

Finalized Redesign Goals

Clear & Intuitive Experience
Customer Retention & Engagement
Reduce Human Intervention
Robust and future-ready
Shorten learning curve
Self-driven but also guided interface
Personalized experience

Time for a
Brainstorming Workshop

  • A 3-day brainstorming workshop in Goa brought together Product Heads, UX Designers, and Project Managers to generate ideas and finalize the design direction.
  • The team also received a crash course on trading concepts to ensure the platform met industry standards.

5 stakeholders + 4 Designers + 3 Days

= 1 successful brain dump

Consolidation and Feasibility

  • Accumulated and assessed all expectations
  • Identified feasible requirements

Team Collaboration

  • Assigned product leads and respective designers into groups
  • Shared ideas with designers through discussions

Ideation and Design

  • Analyzed and generated design renditions on the spot
  • Sketched and displayed ideas for immediate feedback

Idea Filtration

  • Voted on the best ideas based on majority expectations
  • Finalized good-to-have and must-have ideas
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And now….The Fun Part!

Design Concepts

We had developed 6 concepts to address the major pain points. The client proposed merging three of these concepts to create the final design.

Lock

Oops! Anything more and we will be trespassing into NDA territory

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