A GTM-first, zero-to-one UX execution that drove 50,000+ unique transactions in 3 months, paired with continuous improvement loops to optimize conversion and retention post-launch.

Digital gold landing page (on the left) and purchase page (on the right)

Business Impact

This project delivered the following value:

Helped scale a new product vertical to an USD 7-figure assets under management, making it one of the best-performing Moneyview offerings after lending.
A redesigned conversion flow increased the average invested value per investor by 22%.
Streamlined onboarding and purchase journeys improved the purchase completion rate by 7.4%.
Repeat purchases grew by 36% after introducing value-driven UX patterns and improving post-purchase flows.

Media feature: Financial Express↗, Business Standard↗, Express Computer↗ and APAC News↗

The Objective

With Moneyview becoming a soonicorn, we set our sights on entering new product verticals - Investing. One of the first was digital gold.

The goal was to launch a first-time investment experience that could attract an organic user base (independent of lending) and keep them engaged across the Moneyview ecosystem.

Market size and identified opportunities from market research

Understanding the Problem

Our research informed us that the proposition to invest felt unfamiliar to many first-time investors. Users needed to understand why investing was a good financial decision and how to make it secure. Without context about long-term benefits, investment intent was low.

Quantitative insight from survey validating market research findings in context to Moneyview’s users

Challenges

Unlike credit products, digital gold required a fresh mental model—users who typically came to Moneyview to borrow money now had to be nudged toward investing for the first time. The challenge was to build trust and make that “ask” feel safe.

Research findings analysed and synthesised - The #1 key highlight being the trust that users have in a physical piece of gold v/s digital gold, which was a key driver in emphasising our partnership with a jewellery store and promoting exchange of digital gold to physical gold

The journey had to be designed to ensure that the product could recover its GTM cost, all while mitigating the risk of entering into a new vertical with no guaranteed traction.

GTM opportunities and gaps, and product positioning identified through SWOT activity with stakeholders

There was early pressure to replicate existing digital gold platforms from competitors to save time. Advocating for user-first design decisions that were grounded in Moneyview’s context was necessary, not just market parity and rolling out “another digital gold product”.

Competitors studied and benchmarked for target audience mental model

Research Phase

Conducted a market landscape review of digital gold platforms and investment behaviours to uncover key mental models, usage patterns, and gaps in the market.
Evaluated product flows, onboarding journeys, trust-building and value-adding techniques across digital gold competitors to identify best practices and usability gaps.
Launched targeted surveys to capture intent, familiarity, and expected behaviours, helping zero in on our ICP.
Conducted interviews with users to understand their perceptions around digital gold - issues, risks, motivations, and hesitations.
Synthesised findings to prioritise core features for launch—striking a balance between must-haves for credibility and low-effort, high-impact add-ons for early traction.

User Flows targetting critical areas - One-time/Systematic investment, First/Repeat investor time, and Selling/Transferring digital gold

Design Phase

Created quick wireframes to explore multiple onboarding and transaction flows, focusing on reducing decision fatigue and simplifying intent capture.
Designed modular high-fidelity components in Kanban-style sprints—each iteration focused on one user journey (onboarding, purchase, or repeat buy) to speed up internal validation.
Facilitated alignment workshops with PMs, engineers, and marketing to validate trade-offs, gather input, and ensure feasibility before locking in flows.

Evolution of Design Concepts into Wireframes, and Wireframes into Hand-off ready UI

Not-so-boring loading screens with animation and reassuring content to retain engagement and reduce bounce rate

Summation Phase

Shared early designs with internal users and pilot audiences to test for clarity, perceived trust, and ease of use—helping eliminate assumptions early.
Paired real-time feedback sessions with rapid design iterations—making regular (almost daily) design refinements based on feedback.

Observing Heatmaps of pilot product interactions, deriving insights and using inferences to drive UX decisions

Additional Features

Feature - Systematic investment plans (starting from low amounts matching purchasing power of ICP, for regular engagement - as frequent as daily)

Learnings

The laundry list of features is only going to increase: We chose a simpler, modular system at launch, knowing it would allow us to add and scale features without debt.
Distribute insights to drive convergence: Sharing user feedback in digestible formats across verticals reduced design misalignment and cut revision cycles by 80%.

Digital Gold

A GTM-first, zero-to-one UX execution that drove 50,000+ unique transactions in 3 months, paired with continuous improvement loops to optimize conversion and retention post-launch.

Business Impact

This project delivered the following value:

Helped scale a new product vertical to an USD 7-figure assets under management, making it one of the best-performing Moneyview offerings after lending.

A redesigned conversion flow increased the average invested value per investor by 22%.

Streamlined onboarding and purchase journeys improved the purchase completion rate by 7.4%.

Repeat purchases grew by 36% after introducing value-driven UX patterns and improving post-purchase flows.

Media feature: Financial Express↗, Business Standard↗, Express Computer↗ and APAC News↗

The Objective

With Moneyview becoming a soonicorn, we set our sights on entering new product verticals - Investing. One of the first was digital gold.

The goal was to launch a first-time investment experience that could attract an organic user base (independent of lending) and keep them engaged across the Moneyview ecosystem.

Understanding the Problem

Our research informed us that the proposition to invest felt unfamiliar to many first-time investors. Users needed to understand why investing was a good financial decision and how to make it secure. Without context about long-term benefits, investment intent was low.

Challenges

Unlike credit products, digital gold required a fresh mental model—users who typically came to Moneyview to borrow money now had to be nudged toward investing for the first time. The challenge was to build trust and make that “ask” feel safe.

The journey had to be designed to ensure that the product could recover its GTM cost, all while mitigating the risk of entering into a new vertical with no guaranteed traction.

There was early pressure to replicate existing digital gold platforms from competitors to save time. Advocating for user-first design decisions that were grounded in Moneyview’s context was necessary, not just market parity and rolling out “another digital gold product”.

Research Phase

Conducted a market landscape review of digital gold platforms and investment behaviours to uncover key mental models, usage patterns, and gaps in the market.

Evaluated product flows, onboarding journeys, trust-building and value-adding techniques across digital gold competitors to identify best practices and usability gaps.

Launched targeted surveys to capture intent, familiarity, and expected behaviours, helping zero in on our ICP.

Conducted interviews with users to understand their perceptions around digital gold - issues, risks, motivations, and hesitations.

Synthesised findings to prioritise core features for launch—striking a balance between must-haves for credibility and low-effort, high-impact add-ons for early traction.

Design Phase

Created quick wireframes to explore multiple onboarding and transaction flows, focusing on reducing decision fatigue and simplifying intent capture.

Designed modular high-fidelity components in Kanban-style sprints—each iteration focused on one user journey (onboarding, purchase, or repeat buy) to speed up internal validation.

Facilitated alignment workshops with PMs, engineers, and marketing to validate trade-offs, gather input, and ensure feasibility before locking in flows.

Summation Phase

Shared early designs with internal users and pilot audiences to test for clarity, perceived trust, and ease of use—helping eliminate assumptions early.

Paired real-time feedback sessions with rapid design iterations—making regular (almost daily) design refinements based on feedback.

Additional Features

Learnings

The laundry list of features is only going to increase: We chose a simpler, modular system at launch, knowing it would allow us to add and scale features without debt.

Distribute insights to drive convergence: Sharing user feedback in digestible formats across verticals reduced design misalignment and cut revision cycles by 80%.

Mohan Madhuv
Product Design • UX Research • UX Design

Digital Gold

A GTM-first, zero-to-one UX execution that drove 50,000+ unique transactions in 3 months, paired with continuous improvement loops to optimize conversion and retention post-launch.

Business Impact

This project delivered the following value:

Helped scale a new product vertical to an USD 7-figure assets under management, making it one of the best-performing Moneyview offerings after lending.

A redesigned conversion flow increased the average invested value per investor by 22%.

Streamlined onboarding and purchase journeys improved the purchase completion rate by 7.4%.

Repeat purchases grew by 36% after introducing value-driven UX patterns and improving post-purchase flows.

Media feature: Financial Express↗, Business Standard↗, Express Computer↗ and APAC News↗

The Objective

With Moneyview becoming a soonicorn, we set our sights on entering new product verticals - Investing. One of the first was digital gold.

The goal was to launch a first-time investment experience that could attract an organic user base (independent of lending) and keep them engaged across the Moneyview ecosystem.

Understanding the Problem

Our research informed us that the proposition to invest felt unfamiliar to many first-time investors. Users needed to understand why investing was a good financial decision and how to make it secure. Without context about long-term benefits, investment intent was low.

Challenges

Unlike credit products, digital gold required a fresh mental model—users who typically came to Moneyview to borrow money now had to be nudged toward investing for the first time. The challenge was to build trust and make that “ask” feel safe.

The journey had to be designed to ensure that the product could recover its GTM cost, all while mitigating the risk of entering into a new vertical with no guaranteed traction.

There was early pressure to replicate existing digital gold platforms from competitors to save time. Advocating for user-first design decisions that were grounded in Moneyview’s context was necessary, not just market parity and rolling out “another digital gold product”.

Research Phase

Conducted a market landscape review of digital gold platforms and investment behaviours to uncover key mental models, usage patterns, and gaps in the market.

Evaluated product flows, onboarding journeys, trust-building and value-adding techniques across digital gold competitors to identify best practices and usability gaps.

Launched targeted surveys to capture intent, familiarity, and expected behaviours, helping zero in on our ICP.

Conducted interviews with users to understand their perceptions around digital gold - issues, risks, motivations, and hesitations.

Synthesised findings to prioritise core features for launch—striking a balance between must-haves for credibility and low-effort, high-impact add-ons for early traction.

Design Phase

Created quick wireframes to explore multiple onboarding and transaction flows, focusing on reducing decision fatigue and simplifying intent capture.

Designed modular high-fidelity components in Kanban-style sprints—each iteration focused on one user journey (onboarding, purchase, or repeat buy) to speed up internal validation.

Facilitated alignment workshops with PMs, engineers, and marketing to validate trade-offs, gather input, and ensure feasibility before locking in flows.

Summation Phase

Shared early designs with internal users and pilot audiences to test for clarity, perceived trust, and ease of use—helping eliminate assumptions early.

Paired real-time feedback sessions with rapid design iterations—making regular (almost daily) design refinements based on feedback.

Additional Features

Learnings

The laundry list of features is only going to increase: We chose a simpler, modular system at launch, knowing it would allow us to add and scale features without debt.

Distribute insights to drive convergence: Sharing user feedback in digestible formats across verticals reduced design misalignment and cut revision cycles by 80%.

Refer and Earn

Mohan MadhuvProduct Design • UX Research • UX Design

Mohan Madhuv
Product Design • UX Research • UX Design