Upstox Website Revamp
Introducing a fresh look
Upstox, recognized for its leading online trading platform that simplifies stock trading, mutual funds, and more
Overview
I joined as a dedicated Senior Product Designer in Upstox. During my nearly year-long tenure, I focused on revamping their website, aiming to enhance the existing design and introduce a fresh new look. Some of the segments that I covered while working were, IPO (Pre and Post Login journey), Calculator templatization, Open Demat account, Upstox multilingual newsroom and Uplearn.
Role
Senior Product Designer
Year
2023 - 2024
Major responsibilities I managed at Upstox
At Upstox, about half of my time was spent revamping the news section, with the remainder dedicated to redesigning other pages of the website as needed.
Open a Demat Account
The ODA page was crucial for conversions as users signed up here. While its content and structure were solid, it needed a visual refresh to capture user attention.
But why we did this change
For a very long time, we had an old design for the ODA page, and we realized that the conversion from that designed page had been reduced to a very low level. It has many reasons to be reduced, but that’s what made us realise that a new and fresh look will attract users to stay on the page and continue opening their accounts with us.
The new design language was introduced after we launched “Uplearn” which helps investors and retailers learn the basics of investing and trading in the market.
Bringing a new and fresh design not only talks about the new design language that we have brought up for Upstox. BUT... Also we made sure that, this step will encourage “Gen Z” and new investors who are age grouped between 18 to 24, come to the platform and start investing.
On August 2024, we got the Google Core Update, and that made us realise that our SEO score has fallen down, that was the high time for us to understand the SEO metrics and come up with a better version.
After the launch of new ODA page on September, we could see a significant growth in our SEO ranking, from 8th postion to coming up to 3rd position when someone search for Open Demat Account on search engine. With that we also saw a significant increase in the amount of people creating an account with Upstox.
Upstox Multilingual Newsroom
Upstox had extensive news data to share, and we aimed to revamp the UI while enhancing user experience and functionality. Our goal was to replace the overwhelming design with something more user-friendly and visually appealing.
Offering multilingual news in local languages such as Hindi, Gujarati, Marathi, Tamil and Telugu
This offering was crucial as a lot of investors prefer to read news in local languages over English as they are comfortable with that.
What I learned while working with Upstox Design Team and the impact that I added…
First thing first, I realised that, working along side marketing team is not that easy at it sounds, it comes with a lot of feedback from a non designer, how you being a designer take it and defend your design to save the user experience you want to give to the users matters the most.
I saw myself growing as a person and as a designer, while working with people who have been in this fast paced environment. It made me realise that how important it is to have mindset where you make sure that your design don’t have silly mistakes and every design have logic behind it. Makes it easier for the person who is reviewing the design, as they don’t have room for silly errors at all.
Being good at communication and asking the right question while starting to work on a crucial thing is important, it all comes down to taking responsibility of things on your own and deliver the best you can.
Thank you as we come to a close! 👋
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