Product Overview

Paytm Money is focused on bringing a fully digital investing experience for Mutual Fund investors. It provides maximum benefits to the investors as it offers only direct plans in mutual fund schemes that come with no hidden commissions.

Paytm Money Limited is a SEBI registered Investment Adviser (IA) that offers investment execution & advisory services. Paytm Money simplified user experience allows the user to start their investment journey with zero paperwork, seamless digital KYC, automated payments, updated portfolio, and powerful insights to make well-informed investment decisions.

The Challenges

The primary challenge is to transform the existing Paytm Money app into a lightweight version that can be seamlessly integrated into the Paytm app. This integration allows users to invest in mutual funds without having to install a separate Paytm Money app. The goal is to provide a frictionless and intuitive experience through four core functionalities—KYC, Investment, Portfolio, and Payment—by displaying only the most essential information.

The Solution

Retain the essential modules—KYC, Investment, Portfolio, and Payment—while removing non-critical details such as detailed portfolio analytics, full transaction histories, customer support, and FAQ. This streamlined approach ensures a lightweight, efficient experience within the Paytm app for mutual fund investments.

Target Customers

Indian Mutual Fund Market for B2C customers

20–55 years Working Professionals

Age Group

Types of Users:

People who are new to investing.
Experienced Investors: people who use GROWW or any other apps to invest in mutual funds

Maximum Users want to invest in Mutual Fund but they don't have the proper knowledge

The Problem

Awareness of Paytm Services

• Users primarily associate Paytm with UPI payments, bill payments, and mobile recharges, but are largely unaware of Paytm Money for Mutual Fund investments.

Knowledge Gaps in Mutual Funds

• Most users are unfamiliar with how to invest in Mutual Funds, yet express a willingness to invest.
  

Challenges with KYC Process

• A significant number of users experience difficulties and frustrations during the mandatory KYC process required for mutual fund investments, which entails extensive personal information.

Complexity of Mutual Fund Information

• Each mutual fund scheme provides extensive data that is overwhelming for users, most of whom lack the time to thoroughly analyze historical insights and jargon, leading to a lack of simplicity in understanding.

Lack of Awareness on Investment Importance

• New users often do not recognise the importance of investments or the substantial benefits that mutual funds can provide.
  

Insufficient Educational Resources

• Current online mutual funds marketplaces do not offer adequate information or educational resources on mutual fund products.
  

Difficulty in Finding Investment Opportunities

• Users knowledgeable about mutual funds struggle to identify suitable investment platforms that align with their financial capabilities.
  

Lack of Clarity on Investment Options

• Even those who are aware of investment opportunities do not know where to look or how to find options that fit their investment capacity.
  

PERSONA

Good UX requires that all information is logical and within reach. The organization and division of content should be such that users can find everything when they need it. An IA of this app has been created to gain more of a technical understanding of how the system worked.

User Journey

Information Architecture

Prototype

KYC Follow -Before Investing in Mutual Funds

Investment Follow - After KYC Done

Metrics to Evaluate the Paytm Money Mutual Fund App Experience

User Engagement

• Increase in click-through rate on the CTA by a target percentage.

• Higher average time spent on the Mutual Fund page due to improved usability.

• Greater interaction with the Investment Return section (e.g., number of users entering amounts to check returns).

Conversion Metrics

• Improved conversion rate from page visit to completed investment transactions.

• Increase in the volume of mutual fund investments initiated and completed.

User Satisfaction

• Higher Net Promoter Score (NPS) and Customer Satisfaction (CSAT) ratings.

• Positive user feedback on the new aesthetics and clarity of the Fund Manager and reviews sections.

Usability & Accessibility

Performance

• Reduced bounce rate and quicker task completion times on key functions.

• Fewer user complaints related to interface elements, such as the share icons' tapping area.

• Faster page load times and smoother navigation across the redesigned sections.

• Overall reduction in support queries related to navigation and functionality.