Fisdom - Invest in Stocks, Mutual funds. Save & File Taxes
Fisdom provides online demat, trading, and mutual fund investment facilities in India. Its goal is to uncomplicate and popularize the investment procedure for Indian clientele, offering a variety of products, functions, and studies. Fisdom boasts over 1 million regular users and AUM exceeding 600 crores. They also collaborate with some of India's leading banks to cater to their customer's financial needs. Fisdom has been the recipient of the “Best Fintech Award” two years in a row, in 2020 and 2021.
Challenge
Ascending from a UX-UI designer to Senior UX-UI designer, and finally Design Lead at Fisdom, I had the privileged role to pilot the metamorphosis of our trading platform into the leading stock broking solution in India.
Results
Best-in-Class App: I led the design efforts to create a best-in-class application, ensuring a seamless and intuitive user experience for our clients. This web platform set new standards for accessibility and performance in the stock broking industry.
Integrations with 13+ Banks: I oversaw the creation of top-notch integrations with more than 13 banks, streamlining financial operations and enhancing user convenience. These integrations enabled smooth and secure transactions for our users.
Stock Broking Mobile/web App: I was dedicated to creating the most visually stunning and user-friendly stock broking mobile application. Our mobile app design set the benchmark for elegance and functionality, providing users with a truly exceptional stock trading experience.
Positive user feedbacks
4.78
Increased User Retention
80%
Improved onboarding process
10x
Process
“For a span of 5 years that I have worked with Durgesh at Fisdom, I witnessed him transform into a formidable leader. Not only did he prove himself as a visionary in design, but his inherent interest in finance & behavioural economics pushed Fisdom to become one of the most intuitive financial apps available.”
Empowering Teams through Financial Literacy
Fisdom has also been my gateway to understanding finance closely. During the COVID-19 pandemic, we began planning to build a KYC process for the stock market. It was during this journey that I realized many of my fellow product managers and designers lacked a deep understanding of what they were building. Recognizing this gap, I took the initiative to conduct finance classes on mutual funds and stock market basics. This not only kickstarted their investing journey but also significantly shortened our product shipping cycle, leading to an exponential increase in our overall productivity.
Conclusion
As a Lead Designer at Fisdom, my role has always been more than just creating designs. I’ve collaborated with marketing, sales, human resources, and customer service teams to enhance the end-user experience. Every feature I’ve helped to build has been enriched with at least a small innovation, making the product better with each iteration.
When I receive design requirements, I channel my inner Marcello Gandini from Alfa Romeo, imagining innovative and efficient solutions. My journey at Fisdom began as a UX designer, but over the course of five years, I’ve worn many hats, evolving into more than just a generalist - I’ve become a strong leader in fintech design.
