Case study · Money Uncle · Fintech, India
Connecting everyday investors with verified market experts
Freelance · Fintech startup · India · 2022
How I designed a two-sided platform, an investor app, an expert app and the website around them, to help people in India learn before they trade.
By Atulesh Kumar
The problem
Everyday investors were trading on tips and guesswork
India’s retail investors had plenty of trading apps and very little guidance. Beginners bought and sold on tips from friends, colleagues, rumours and the news, with no real research behind them. Even experienced investors struggled to find timely insight they could trust, and talking directly to an expert was out of reach for most.
Money Uncle set out to connect them: a place to share ideas, learn from verified experts and ask questions before putting money on the line.
Audience
Three levels of investor, three different gaps
Beginners
Trading without the basics, making random buys and sells, and following unreliable tips
Mid-level investors
Inconsistent profit and loss, no solid strategy of their own, and limited knowledge of instruments beyond stocks
Experienced investors
Looking for advanced strategies and sharper ideas
I also benchmarked the leading stock market apps in India to see where they helped and where they left people alone.
The call
I split it into two apps with one shared goal
Investors and experts need very different things, so I designed two apps that work as one system:
01
An investor app
For learning, asking and tracking ideas
02
An expert app
For sharing ideas, answering questions and growing an audience
03
Real-time engagement
Between the two, so a question gets a timely answer
Investor app
Asking an expert became as easy as posting a question
An investor picks a stock, adds their buy price, quantity and time horizon, and asks their question in plain words. They choose an expert by credentials and rating, and the answer arrives in their feed. Ideas they act on go into a tracker that shows open positions and profit and loss at a glance.
Expert app
Experts got a business in their pocket
For market professionals, the expert app works like a small business dashboard: earnings for the month, subscription plans and Q&A sales in one view, with tools to write posts, publish ideas and build trackers for followers.
Brand & web
The website meets people at their level
I also designed the brand, the marketing website and the collateral around it, from brochures to social media assets and presentation templates. The website opens with the problems a beginner faces and lets visitors switch between beginner, intermediate and pro, so everyone sees the version of the story that fits them.
Throughout, I worked closely with developers on feasibility and ran usability tests, iterating on the feedback.
2
Connected mobile apps: investor and expert
3
Investor levels designed for
1
Brand and marketing website
End to end
Research, product, brand and collateral
Reflection
Trust lives in the small details
When people are deciding what to do with their money, every detail either builds trust or spends it.
Money Uncle taught me how much trust rests on small, visible things: an expert’s credentials and rating next to their answer, the buy price and time horizon stated up front, profit and loss shown plainly. I bring the same thinking to enterprise tools, where people have to act on data they need to believe.
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