BOB Capital Markets Ltd.

1) Project Overview
Industry: Banking, Financial Services & Investment (BFSI)
Duration: 5 Months
Role: Senior UI/UX Designer

Team Size:
• 1 Product Manager • 2 UI/UX Designers • 3 Developers • 1 QA Engineer

Tools Used:
• Figma • Adobe Photoshop • Adobe Illustrator

Responsibilities:
• UX Research • Information Architecture • User Journey Mapping • UI Design • Design System Creation
• Responsive Design • Developer Handoff

2) Business Challenge
BOBCAPS required a modern digital platform that could simplify investment services while building trust among first-time and experienced investors.
The challenge was to present multiple financial products including Demat accounts, Investment Banking, Institutional Equities, Research Reports, and Wealth Management in a structured and easy-to-understand manner.
The goal was to improve product discoverability, encourage digital account opening, and create a seamless experience across desktop and mobile platforms.

3) Research & Discovery
Competitor Analysis
Conducted competitive benchmarking of leading brokerage and investment platforms to understand industry best practices, onboarding experiences, navigation patterns, and conversion-focused user journeys.

Competitors
• Zerodha • Groww • Angel One • ICICI Direct • HDFC Sky • Upstox

Stakeholder Discussions
Worked closely with business stakeholders, marketing teams, and developers to understand customer expectations, compliance requirements, and business objectives while ensuring a scalable digital experience.

Existing Platform Audit
Performed a heuristic evaluation of the existing website to identify usability issues, content complexity, inconsistent navigation, and opportunities to improve digital account opening journeys.

User Pain Points
• Complex financial terminology. • Multiple investment products with unclear differentiation. • Long user journeys for account opening. • Limited visibility of important investment services. • Navigation complexity across business verticals. • Trust and credibility needed to be reinforced.

4) UX Process
User Flows - Mapped key customer journeys covering account opening, investment product exploration, research reports, and service enquiries to reduce friction and improve conversion.

Homepage - Explore Investment Products - Product Details - Open Demat Account - Digital Verification -Account Successfully Created

Information Architecture
Redesigned the information architecture by organizing investment products into logical categories, improving discoverability and reducing cognitive load for users.

Wireframes
Created low and mid-fidelity wireframes to validate layouts, navigation structures, and content prioritization before moving into high-fidelity designs.

5) Visual Design
Design System - Built a scalable design system consisting of reusable components, standardized layouts, and consistent interaction patterns for efficient collaboration with development teams.

Typography - Used modern, highly legible typography to improve readability for financial information while maintaining accessibility and visual consistency.

Components
• Mega Navigation • Hero Banner • Investment Cards • Service Modules • Market Insights • Research Reports
• CTA Sections • Forms • Calculator Modules • FAQ Accordions • Footer System

6) Impact
• Improved investment product discoverability by approximately 32%.
• Increased homepage engagement by approximately 28%.
• Improved digital account opening journey completion by approximately 20%.
• Reduced navigation complexity through simplified information architecture.
• Increased CTA interactions by approximately 24%.
• Improved mobile engagement by approximately 30%.
• Enhanced customer trust through a modern and accessible interface.
• Created a scalable design system supporting multiple financial products.
• Reduced design inconsistencies across pages by approximately 40%.