IPO Experience Revamp
IPO Experience Revamp
IPO Experience Revamp
Redesigning Ventura's IPO experience to help users navigate financial decisions with greater clarity and confidence
Redesigning Ventura's IPO experience to help users navigate financial decisions with greater clarity and confidence
Redesigning Ventura's IPO experience to help users navigate financial decisions with greater clarity and confidence
Role
Role
Product Designer
Product Designer
Industry
Industry
FinTech
FinTech
Business Model
Business Model
B2C
B2C
Timeline
Timeline
2 week-sprint
2 week-sprint
Collaborators
My role at Ventura Securities a Product Design Intern was heavily focused on visuals, from creating engaging motion designs and animations to redesigning existing flows in line with Ventura’s new design system. I also worked on introducing new features aimed at enhancing user engagement and making the app more intuitive and visually appealing.
After understanding the IPO process, I moved on to designing the UI with subtle UX tweaks to simplify navigation, enhance clarity, and make the experience more intuitive for users
After understanding the IPO process, I moved on to designing the UI with subtle UX tweaks to simplify navigation, enhance clarity, and make the experience more intuitive for users
Context
Context
Context
Ventura Securities is a full-service stock broking and financial services company offering equities, derivatives, commodities, mutual funds, IPOs, and wealth management, where I worked as a Product Design Intern, gaining interest and expertise as a Motion Designer:))
Ventura Securities is a full-service stock broking and financial services company offering equities, derivatives, commodities, mutual funds, IPOs, and wealth management, where I worked as a Product Design Intern, gaining interest and expertise as a Motion Designer:))
Understanding the Problem
Understanding the Problem
The existing IPO experience contained dense financial information, inconsistent visual hierarchy, and cluttered layouts that made navigation and decision-making overwhelming, especially for first-time or older investors.
The existing IPO experience contained dense financial information, inconsistent visual hierarchy, and cluttered layouts that made navigation and decision-making overwhelming, especially for first-time or older investors.
Target Audience & User Needs
Target Audience & User Needs
The user base ranged from 28 to nearly 70 years old, with a stronger skew toward older investors and long-term traders. Users needed:
The user base ranged from 28 to nearly 70 years old, with a stronger skew toward older investors and long-term traders. Users needed:
Better readability and accessibility
Better readability and accessibility
Simplified navigation
Simplified navigation
Clear prioritization of important financial info
Clear prioritization of important financial info
A trustworthy and visually structured interface
A trustworthy and visually structured interface
Business Needs
Business Needs
Ventura was simultaneously evolving its design system which aimed at improving consistency, scalability, and visual modernization across the app. The IPO revamp needed to align with this updated design language while also improving engagement and usability.
Ventura was simultaneously evolving its design system which aimed at improving consistency, scalability, and visual modernization across the app. The IPO revamp needed to align with this updated design language while also improving engagement and usability.
PROCESS
PROCESS
From Complexity to Clarity
From Complexity to Clarity
Understanding the IPO Ecosystem
Understanding the IPO Ecosystem
Started by understanding how IPOs work and how users evaluate, and apply for IPOs within the platform. This helped identify the level of clarity and trust required in the experience.
Started by understanding how IPOs work and how users evaluate, and apply for IPOs within the platform. This helped identify the level of clarity and trust required in the experience.
Auditing Existing Experience
Auditing Existing Experience
Reviewed the existing IPO flow to identify cluttered layouts, weak hierarchy, and usability gaps that made financial information difficult to scan and navigate.
Reviewed the existing IPO flow to identify cluttered layouts, weak hierarchy, and usability gaps that made financial information difficult to scan and navigate.
Competitor Analysis
Competitor Analysis
Analyzed platforms like Groww, Zerodha, and Upstox to study modern financial UI patterns, information structures, and IPO application experiences.
Analyzed platforms like Groww, Zerodha, and Upstox to study modern financial UI patterns, information structures, and IPO application experiences.
Defining UX Strategy
Defining UX Strategy
Focused on simplifying complex financial information, improving readability, reducing cognitive overload, and creating a more intuitive user flow aligned with Ventura’s updated design system.
Focused on simplifying complex financial information, improving readability, reducing cognitive overload, and creating a more intuitive user flow aligned with Ventura’s updated design system.
User Flow
User Flow
Restructured financial content into clearer sections by grouping related information and prioritizing key metrics, company details, and actions.
Restructured financial content into clearer sections by grouping related information and prioritizing key metrics, company details, and actions.
Research
Research
What I Needed to Understand
What I Needed to Understand
What I Needed to Understand
IPO Lifecycle
IPO Lifecycle
Financial Metrics
Financial Metrics
User Decision-Making
User Decision-Making
Application Flow
Application Flow
Investor Behavior
Investor Behavior
Structure the user journey
Structure the user journey
Prioritize important information
Prioritize important information
Improve clarity and trust
Improve clarity and trust
Reduce friction during investing
Reduce friction during investing
Design for confidenceDesign for confidence
Design for confidenceDesign for confidence
Existing Experience Audit
Interviews with students and teachers revealed a common challenge: navigation barriers hindering accessibility, making it difficult to find crucial academic resources efficiently.
After understanding the IPO process, I moved on to designing the UI with subtle UX tweaks to simplify navigation, enhance clarity, and make the experience more intuitive for users
Important Information Not Visible Upfront
Key IPO details such as company overview, financials, GMP, and subscription status are not visible directly on the main IPO cards. Users need to go inside an additional screen to access important stock-related information, increasing effort during exploration.
Additional Touchpoint to View Details
Poor Discoverability of the Info Button
Information Density & Weak Hierarchy
LEARNING FROM THE LEADING PLATFORMS
Competitor Analysis
Competitor Analysis
Style stays light and gets out of the way. Clean cards, generous spacing, and a clear price/lot size upfront let people focus on the decision (how much to bid) instead of the interface itself.
Style stays light and gets out of the way. Clean cards, generous spacing, and a clear price/lot size upfront let people focus on the decision (how much to bid) instead of the interface itself.
Flow follows a simple sequence: pick, confirm, approve. Category selection, quantity, and price come first in one screen, then a single mandate approval closes the loop — few branches, few surprises.
Flow follows a simple sequence: pick, confirm, approve. Category selection, quantity, and price come first in one screen, then a single mandate approval closes the loop — few branches, few surprises.
IMPLEMENTING INSIGHTS TO THE SOLUTION
Defining the strategy
Defining the strategy
Design System Alignment
Design System Alignment
Following Ventura’s updated typography, spacing, color, and component guidelines to create consistency across the platform.
Following Ventura’s updated typography, spacing, color, and component guidelines to create consistency across the platform.
Improving Information Hierarchy
Improving Information Hierarchy
Prioritizing key IPO metrics, financial details, and CTAs to improve scanability and decision-making.
Prioritizing key IPO metrics, financial details, and CTAs to improve scanability and decision-making.
Modernizing the Experience
Modernizing the Experience
Introducing cleaner UI patterns, modern card systems, and subtle motion interactions for a smoother experience.
Introducing cleaner UI patterns, modern card systems, and subtle motion interactions for a smoother experience.
User Flow
User Flow
The Solution
The Solution
Before vs After
Before vs After
