• Client

    Aditya Birla Finance

  • Service

    UX & Behavioral Design

  • Industry

    Fintech & Wealth Management

  • Company Size

    1,000+

The client

A technology-forward Indian financial services platform — offering 26 investment products spanning mutual funds, SIPs, fixed income, and alternative investments — was experiencing a user engagement challenge limiting both product cross-sell depth and long-term platform retention. Despite a compelling product portfolio, the platform’s homepage and onboarding experience were failing to create the sense of personalised guidance and immediate relevance driving confident investment decisions. Users were arriving, feeling overwhelmed by choice, and leaving without the felt win that would motivate a return visit.

The problem

The platform’s 26-product ecosystem, rather than being a competitive advantage, was creating a choice overload challenge that its current UX was ill-equipped to resolve. Users faced an undifferentiated homepage that did not know who they were, a first session offering no clear starting point or guidance, and a product architecture requiring financial confidence the platform was not yet building. Worxwide was engaged to apply behavioural science and AI personalisation design to transform the first-session experience for Indian investors.

 

  • Homepage Failing to Personalise or Guide New Indian Investors — The platform’s homepage presented all 26 products with equal prominence to all users — regardless of their investment experience, financial goals, or previous behaviour. New Indian users encountering this undifferentiated landscape had no clear signal about where to start, creating confusion and high rates of first-session abandonment.
  • No Felt Win in the First User Session — Users completing a first visit to the platform left without having experienced a positive, forward-momentum moment — no personalised recommendation acted on, no small investment decision made, no sense of progress toward a financial goal. Without this felt win, the motivation to return was insufficient to build habitual engagement.
  • Choice Overload Across 26 Products Without Personalised Guidance — Twenty-six products presented without intelligent guidance created a cognitive burden deterring action, particularly among Indian users with moderate financial confidence. The platform’s breadth — a genuine strength — was functioning as a barrier to entry for the users it most needed to serve.

OUR SOLUTION

Worxwide conducted primary and secondary research with mutual fund and SIP investors in India, applying the COM-B behavioral framework to map the specific motivation, ability, and behavioural trigger gaps limiting first-session engagement and cross-product adoption. AI-led personalised onboarding UI and adaptive homepage journeys were designed with next-best-action recommendations tailored to each user’s investment profile, financial goals, and engagement history — transforming the homepage from a passive product catalogue into an active, personalised financial guidance experience.

 

  • COM-B Behavioral Framework Research with Indian Mutual Fund Investors — Primary research with mutual fund and SIP investors in India — structured around the COM-B (Capability, Opportunity, Motivation-Behaviour) framework — identified the specific behavioral barriers preventing users from taking action on their first visit, shaping every personalisation and UX design decision.
  • AI-Led Personalised Onboarding and Adaptive Homepage Design — An AI personalisation layer transformed the homepage experience — surfacing the most relevant products, content, and starting points for each user based on their investment profile, goals, and behaviour signals. The adaptive homepage replaced the undifferentiated product catalogue with a dynamic, personally relevant financial guidance experience.
  • Next-Best-Action Recommendations for First-Session Investment Wins — Contextual next-best-action recommendations — designed to guide users toward a specific, achievable action on their first visit — created the felt win motivating a return. Whether a first SIP setup, a mutual fund comparison, or a goal-based calculation, each user was guided toward a confidence-building interaction tailored to their profile.

Our work in action

The Impact

Improved First-Session Action Completion Rates Across the Platform

The combination of personalised guidance, reduced choice complexity, and next-best-action design drove measurable improvement in the proportion of first-session users completing a meaningful action — improving the conversion of new visitors into engaged, returning investors on the Indian platform.

Higher User Engagement Across the 26-Product Investment Ecosystem

The adaptive homepage and personalised product surfacing increased engagement depth across the platform’s product portfolio — with users discovering and interacting with a broader range of products when guided by AI recommendations than when browsing the undifferentiated catalogue.

Increased Cross-Sell Opportunities Through Behavioural

By building financial confidence and product familiarity progressively across user sessions, the redesigned experience created a stronger foundation for cross-product adoption — turning a 26-product platform that had felt overwhelming into a progressive, personalised financial journey that Indian investors wanted to explore.

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