Directed a 12-member design team across UI/UX, research, and prototyping.

Vision & Strategy: Defined the design vision in alignment with business goals and user needs.

Stakeholder Collaboration: Worked closely with the CEO, product managers, and tech leads to balance user experience with technical feasibility.

Design Execution: Oversaw the complete end-to-end process — from research, wireframing, prototyping, to final visual design.

RQuality Assurance: Ensured consistent design language and smooth handoff to the development team.

Users struggled to understand the value proposition of premium offerings

Complex Subscription Flows: Existing onboarding and subscription steps were fragmented and confusing.

Trust & Transparency Issues: Fintech users are cautious with payments; unclear pricing and benefits created friction.

Retention Gaps: Many users signed up but dropped off without fully exploring the premium tools.

Make Samco Prime visible and enticing within the trading journey.

Seamless Subscription Flow: Design an intuitive, minimal-step journey from discovery to activation.

Communicate Value Clearly: Highlight exclusive benefits and ROI of Samco Prime through design.

Build Trust: Ensure transparency in pricing, features, and cancellation.

Drive Retention: Create engagement loops to keep users active post-subscription.

We defined three key user personas:

The First-time Investor Age: 22–30 Motivations: Learning, guidance, minimizing risks. Needs: Educational insights, easy-to-use subscription, trust.

The Active Trader Age: 28–40 Motivations: Quick decisions, advanced tools, competitive edge. Needs: Advanced analytics, seamless access to premium tools.

The Long-term Wealth Builder Age: 35–50 Motivations: Financial growth, steady investments. Needs: Portfolio insights, transparency, and long-term benefits of Prime.

We defined the key process:

1. Research & Discovery Conducted user interviews with 25+ traders & investors. Benchmarked subscription models in fintech (Zerodha, Groww, Upstox, Robinhood). Identified emotional triggers around trust, ease, and rewards.

2. Information Architecture Mapped user journeys from free user → discovery of Samco Prime → subscription → retention. Created task flows focusing on reducing clicks from 7 to 3.

3. Wireframes & Prototypes Developed low-fidelity wireframes to test subscription entry points. Built interactive prototypes to validate pricing page, onboarding, and payment flow.

4. UI Design Designed with Samco’s updated design system (Samco 3.0). Used trust-building visuals (badges, lock icons, transparency in pricing). Focused on clarity-first typography, premium color accents (blue/gold), and smooth animations.

5. Testing & Iteration Ran A/B tests for subscription CTA placement (home vs. portfolio screen). Iterated based on feedback: simplified pricing, added free trial, integrated one-click payment.

We defined the key designs:

Subscription Discovery: Banner cards in dashboard & portfolio. Contextual nudges during key trading actions.

Prime Landing Page: Clear explanation of benefits with infographics. Side-by-side comparison of Free vs Prime.

Subscription Flow: 3-step flow → Select Plan → Payment → Confirmation. Auto-renewal with transparent opt-out option.

Engagement Features: Personalized dashboard for Prime users. Notifications for premium insights & market calls

We defined the key challenges:

Balancing Complexity & Simplicity: Including advanced features without overwhelming beginners

Cross-Device Consistency: Ensuring smooth experience across web + app.

Regulatory Constraints: Compliance with SEBI rules on financial transparency.

Payment Trust Issues: Users hesitant to save card details; required multiple payment gateway integrations.

We defined the key learnings:

Trust is Everything in Fintech: Transparent communication increased conversion by 23%.

Contextual Nudges Work Better: Users subscribed more when nudges appeared during active trading moments.

Less is More in Pricing UI: A clean comparison chart outperformed feature-heavy descriptions.

Collaboration is Critical: Close alignment with tech and compliance teams prevented last-minute redesigns.

We defined the key Improvements:

Gamification: Reward milestones for Prime users to boost retention.

AI-driven Personalization: Tailor insights based on portfolio behavior.

Cross-Sell Features: Bundling Prime with other Samco services.

Enhanced Analytics: Integrating predictive models for smarter insights.

Referral Programs: Incentivize Prime users to bring new subscribers.

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