Conducted user research & usability testing with new and experienced traders.

User Research & Personas: Created personas and journey maps to capture pain points.

Design Creation: Designed wireframes, prototypes, and final UI screens.

Design System: Established design system components for consistency.

Collaboration & Handoff: Collaborated closely with developers & QA teams for smooth handoff.

Stakeholder Communication: Presented designs and rationale to stakeholders & leadership.

Despite being a top brokerage app, Angel One faced challenges:

Complex Navigation: Users found it hard to locate key features like portfolio, watchlist, and order history.

Overloaded UI: Too much data on a single screen, overwhelming first-time investors.

Lack of Personalization: No adaptive dashboards or customized views for traders vs. investors.

Onboarding Friction: Account opening and KYC processes were confusing and time-consuming.

Performance Gaps: Slow load times during market hours affected trust.

We defined clear project goals:

Simplify Navigation: Simplify app navigation for first-time investors.

Modular UI System: Design a modular UI system for scalability.

Improve Onboarding: Improve onboarding & KYC flow to reduce drop-offs.

Enhance Personalization: Enhance personalization for traders (advanced tools) and investors (simplified insights).

Increase Engagement: Increase engagement by introducing contextual education and AI-driven suggestions.

We identified three key user groups:

First-time Investors (Age 20–30): Goals: Easy onboarding, simplified trading, guided education. Pain: Overwhelmed by jargon, fear of losing money.

Active Traders (Age 25–40): Goals: Fast order execution, advanced charts, seamless navigation. Pain: Performance lags, cluttered data presentation.

Long-term Investors (Age 35–50): Goals: Research tools, portfolio insights, advisory content. Pain: Limited personalized recommendations.

We followed a double-diamond design approach:

🔍 Research Conducted 30+ user interviews (mix of traders & investors).
Analyzed support tickets & app reviews.
Benchmarked competitors like Zerodha, Groww, Upstox.

✏️ Define Mapped user journeys for onboarding, placing orders, and tracking portfolios.
Identified top 5 pain points.

💡 Ideate Brainstormed multiple navigation models (bottom tabs, segmented dashboards).
Sketched wireframes for onboarding, dashboard, and trading screens.

🎨 Design Developed interactive prototypes in Figma.
Designed dark & light themes for accessibility.
Created modular components (cards, charts, buttons) for scalability.

✅ Test Conducted usability testing with 20 users.
Improved onboarding flow → reduced steps from 9 to 5.
Redesigned dashboard → +30% faster task completion.

Key design highlights of the Angel One Trading App:

New Dashboard: Personalized for traders/investors with modular widgets.

Simplified Navigation: Bottom tab structure with clear hierarchy.

Onboarding Flow: Progress tracker, reduced steps, gamified experience.

Trading Screens: Clean charts, quick buy/sell, one-click order modification.

Portfolio Insights: Simple cards with returns, sector allocation, risk metrics.

Dark & Light Themes: Designed for accessibility and user preference.

Key challenges we faced during the Angel One Trading App redesign:

Balancing simplicity vs. advanced features for different users.

Handling regulatory requirements (KYC, compliance) while keeping flow smooth.

Performance limitations during peak market hours.

Stakeholder alignment: Balancing business goals (engagement, upsell) vs. user needs (simplicity).

Key learnings from the Angel One Trading App project:

Fintech users need trust, clarity, and speed above all.

First-time users benefit from progressive disclosure (show features gradually).

Personalization increases engagement (custom dashboards improved retention).

Design handoff with developers requires robust documentation & version control.

Future scope for the Angel One Trading App:

AI-powered investment recommendations.

Voice-enabled trading for accessibility.

Gamified learning modules for new investors.

Real-time market sentiment dashboard.

Integration with mutual funds, insurance & global markets.

The Angel One Trading App redesign successfully improved user experience, reduced onboarding friction, and created a more intuitive trading platform.

The project demonstrated the importance of user-centered design in fintech applications and set a strong foundation for future enhancements.

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