Case Study
Investing Made Easy: Mutual Funds on BharatPe
Investing Made Easy: Mutual Funds on BharatPe
I led the design of a simplified mutual fund investing experience tailored for both first time and informed investors on the BharatPe app. I crafted dual investment journeys including a guided Starter Basket for beginners and a flexible custom fund path for advanced users with goal based SIP planning, transparent fund insights, and intuitive portfolio tracking.
Case Study
Investing Made Easy: Mutual Funds on BharatPe
I led the design of a simplified mutual fund investing experience tailored for both first time and informed investors on the BharatPe app. I crafted dual investment journeys including a guided Starter Basket for beginners and a flexible custom fund path for advanced users with goal based SIP planning, transparent fund insights, and intuitive portfolio tracking.
Company
BharatPe
Role(s)
Senior Product Designer
Company
BharatPe
Role(s)
Senior Product Designer
Challenges
Challenges
Challenges
Designing a mutual fund experience for BharatPe required balancing simplicity for first-time investors with depth for advanced users. We faced multiple user and product-level challenges:
Low financial awareness : Many users were unfamiliar with mutual funds, terms like SIP, expense ratio or CAGR, and feared losing money.
Trust and perceived risk : Mutual funds felt risky compared to gold or FDs. Building confidence was critical.
Overloaded fund selection : Advanced users wanted control, but the number of funds and financial data could overwhelm.
Dual user paths : Catering to both beginners and experienced investors required two distinct yet connected journeys.
Goal-based planning UX : Mapping financial goals (₹1L, ₹5L, ₹10L) to SIP plans in a clear and motivating way was a key design challenge.
Clarity without complexity : Displaying fund returns, risk levels, and top holdings needed to be simple, yet transparent and credible.
Designing a mutual fund experience for BharatPe required balancing simplicity for first-time investors with depth for advanced users. We faced multiple user and product-level challenges:
Low financial awareness : Many users were unfamiliar with mutual funds, terms like SIP, expense ratio or CAGR, and feared losing money.
Trust and perceived risk : Mutual funds felt risky compared to gold or FDs. Building confidence was critical.
Overloaded fund selection : Advanced users wanted control, but the number of funds and financial data could overwhelm.
Dual user paths : Catering to both beginners and experienced investors required two distinct yet connected journeys.
Goal-based planning UX : Mapping financial goals (₹1L, ₹5L, ₹10L) to SIP plans in a clear and motivating way was a key design challenge.
Clarity without complexity : Displaying fund returns, risk levels, and top holdings needed to be simple, yet transparent and credible.
The Solution
The Solution
BharatPe developed and integrated a dual-pronged mutual fund investment experience within its Invest App, designed to cater to diverse user needs while simplifying the entire journey:
The Solution
BharatPe developed and integrated a dual-pronged mutual fund investment experience within its Invest App, designed to cater to diverse user needs while simplifying the entire journey:
Discovery and Education
Discovery and Education
We launched Daily Gold as a key offering on the merchant home screen. The landing page clearly explained the benefits, returns, and how it works, making gold investment feel simple, safe, and trustworthy from the first tap.
Discovery and Education
We launched Daily Gold as a key offering on the merchant home screen. The landing page clearly explained the benefits, returns, and how it works, making gold investment feel simple, safe, and trustworthy from the first tap.
Goal-Based Investing: Purpose-Driven Wealth Building
Goal-Based Investing: Purpose-Driven Wealth Building
Building on the foundation of the Starter Basket, BharatPe launched a dedicated "Goal-Based Investing" feature. This powerful enhancement allows users to:
Set Predefined Goals: Choose from specific financial goals like "₹3 Lakh in 3 Years" or "₹5 Lakh in 5 Years," making investment tangible.
Flexible Tenure Selection: Users can adjust the time horizon (e.g., 3Y, 5Y, 7Y) to see how it impacts their monthly SIP.
Curated Fund Portfolios: Each goal is linked to a carefully selected set of 4 funds (e.g., Large Cap, Gilt, Index, Growth funds) from leading AMCs (ICICI Prudential, DSP, HDFC, Nippon India), balancing growth and stability appropriate for the goal's tenure.
Transparent Fund View: Users can view details of the pre-selected funds within the goal, including NAV, 3Y returns, fund category, and AUM, without leaving the journey.
Goal-Based Investing: Purpose-Driven Wealth Building
Building on the foundation of the Starter Basket, BharatPe launched a dedicated "Goal-Based Investing" feature. This powerful enhancement allows users to:
Set Predefined Goals: Choose from specific financial goals like "₹3 Lakh in 3 Years" or "₹5 Lakh in 5 Years," making investment tangible.
Flexible Tenure Selection: Users can adjust the time horizon (e.g., 3Y, 5Y, 7Y) to see how it impacts their monthly SIP.
Curated Fund Portfolios: Each goal is linked to a carefully selected set of 4 funds (e.g., Large Cap, Gilt, Index, Growth funds) from leading AMCs (ICICI Prudential, DSP, HDFC, Nippon India), balancing growth and stability appropriate for the goal's tenure.
Transparent Fund View: Users can view details of the pre-selected funds within the goal, including NAV, 3Y returns, fund category, and AUM, without leaving the journey.
The Starter Basket: Simplicity for the First-Time Investor
The Starter Basket: Simplicity for the First-Time Investor
For beginners and those daunted by choices, BharatPe introduced the "Starter Basket." This guided path removes complexity, offering a pre-curated combination of 2 index funds + 2 liquid funds. Users simply:
Choose a Goal: Select from clear, relatable financial targets like ₹1 Lakh, ₹5 Lakh, or ₹10 Lakh.
View SIP Amount: Automatically calculates the monthly SIP required over a customizable 3-year horizon, with clear breakdowns.
Invest in 3 Easy Steps: A streamlined process from goal selection to payment.
The Starter Basket: Simplicity for the First-Time Investor
For beginners and those daunted by choices, BharatPe introduced the "Starter Basket." This guided path removes complexity, offering a pre-curated combination of 2 index funds + 2 liquid funds. Users simply:
Choose a Goal: Select from clear, relatable financial targets like ₹1 Lakh, ₹5 Lakh, or ₹10 Lakh.
View SIP Amount: Automatically calculates the monthly SIP required over a customizable 3-year horizon, with clear breakdowns.
Invest in 3 Easy Steps: A streamlined process from goal selection to payment.
Opportunity to Stand Out
Opportunity to Stand Out
India has one of the most active digital finance ecosystems, with countless apps offering gold investment. But most of them are built for tech savvy users. BharatPe merchants, often first time investors, needed simple and familiar products that are easy to use.
Opportunity to Stand Out
India has one of the most active digital finance ecosystems, with countless apps offering gold investment. But most of them are built for tech savvy users. BharatPe merchants, often first time investors, needed simple and familiar products that are easy to use.
Portfolio
Portfolio
Intuitive Portfolio Tracking
Intuitive Portfolio Tracking
Real-time portfolio value, historical performance, risk profiles, and projected growth.
Portfolio
Intuitive Portfolio Tracking
Real-time portfolio value, historical performance, risk profiles, and projected growth.
Flexible SIP Management:
Flexible SIP Management:
Real-time portfolio value, historical performance, risk profiles, and projected growth.
Flexible SIP Management:
Real-time portfolio value, historical performance, risk profiles, and projected growth.
SIP Cancellation
SIP Cancellation
Real-time portfolio value, historical performance, risk profiles, and projected growth.
Real-time portfolio value, historical performance, risk profiles, and projected growth.
SIP Cancellation
Real-time portfolio value, historical performance, risk profiles, and projected growth.
KYC Document verification
KYC Document verification
Transactional alerts, SIP reminders, and status updates via SMS, email, and WhatsApp keep users informed and build trust.
KYC Document verification
Transactional alerts, SIP reminders, and status updates via SMS, email, and WhatsApp keep users informed and build trust.
Conclusion
Conclusion
₹2 Cr+
users invested in goal and starter basket plabns
₹ 21,000
average investment by our user in the offered products
12,100
Users onboarded on post mutual funds launched
Within four months of launch, we delivered a fully functional mutual fund investment experience tailored for BharatPe merchants. Every interaction was shaped by early user behavior and feedback. The focus was not just on enabling investments, but on simplifying decision-making through goal-based flows and starter baskets, making investing feel intuitive, trustworthy, and easy to adopt.
Conclusion
₹2 Cr+
users invested in goal and starter basket plabns
₹ 21,000
average investment by our user in the offered products
12,100
Users onboarded on post mutual funds launched
Within four months of launch, we delivered a fully functional mutual fund investment experience tailored for BharatPe merchants. Every interaction was shaped by early user behavior and feedback. The focus was not just on enabling investments, but on simplifying decision-making through goal-based flows and starter baskets, making investing feel intuitive, trustworthy, and easy to adopt.
Thanks for checking out my work!
Thanks for checking out my work!
Thanks for checking out my work!