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2023

UX Case Study

Project Overview

Project Scope

Create a user-friendly Digigold Application that allows users to purchase gold online for as low as 1 rupee. The application will provide a seamless experience for users to invest in gold, manage their investments, and track gold prices in real time. The primary goal is to create a convenient and secure platform that empowers users to start their gold investment journey with minimal investment.

Challenge

An Application that ensures secure and trustworthy purchases of Digi gold, offering a seamless omnichannel experience. The aim is to encourage individuals to invest in gold, as it is not a common practice for everyone. Design the app with a modern approach while retaining elements of the traditional gold buying process to cater to a broad user base.

My Role

Research, User flows, wireframe, Visual Design, Prototype

Project Duration 

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8 Month

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12+ Flows

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180+ Screens

Design Process

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Discover

Brainstorming
Immersive User research
Competitive Analysis

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Define

Define Problem
Personas
IA

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Design

Design Library
Wireframe

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Develop

Visual design

Prototype



Research

  • Age Group- Young Adults, Millennials, Middle Aged professional (30s & 40s)


  • Do you invest in gold? What form of gold?

  • Do you purchase Gold from online sites/offline?

  • If online, what are the challenges faced while buying online? What do you have to say about the experience of buying online?

  • What is your motivation to buy Gold / Diamond?

  • What is your frequency of purchase in a year?

  • Where and how do you get to know about new jewelry brands?

We conducted research with stakeholders, planned a 2-week workshop to understand the requirements, and then interacted with users to understand their journey and requirements.

  • Income level- Middle to High

  • Geographic- Digital gold is accessible globally, but individuals in urban centers with access to technology and financial services may be more likely to adopt these assets.

Questions we have asked while interacting with users.

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Workshop & Interaction session

66% Users wanted to invest in Digigold 

We spoke to 30+ users to understand their perspectives and needs regarding DigiGold investment

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Competetive Analysis 

We have analyzed more than 2 to 4 competitors Tanishq, Gpay Gold, PaytmGold, and Digigold by Amrapali to understand their strategies. This analysis helped us gain insights into their products and how they engage users, guiding our decisions in this competitive market.

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Digigold by Amrapali

Thangamayil

Tanishq

Gold Locker by Gpay

Features

Positive UX Impact

Negative UX Impact

  • Platform to Buy-Sell-Gift , SIP, store “Gold” & “silver” online

  • One can buy gold and silver coins/bar of 24K in various sizes

  • Simple, user flow for buying and selling

  • Provides statistics of users purchasing gold-this builds trust

  • Too many navigations could be confusing for the user-More option

  • Some UI elements such as icons, text are small to read and click on-Accessibility issue

  • Buy/Redeem “gold” and “silver”

  • The duration of Digi Gold scheme is 330 days.

Live rate shown upfront

  • UI is very basic, does not follow a design language

  • App does not include user guide

  • Lot of accessibility issues

  • Shop jewellery+ Invest in Digi gold+ Invest in Other investment schemes using the Tanishq App

  • One can Buy-Sell-Redeem “Gold”-Under Digital Gold section

  • Buy/sell digital gold anytime/exchange it for jewellery at any store

  • Registration form includes minimum user details(Name,Email, Mobile number, Password)

  • Option to create 4pin/finger print for digi gold

  • Fewer clicks to reach goal

  • Purchase details shown multiple times before final payment

  • Language selection on the final payment screen

  • Time bound- one needs to buy digi gold within 7mins

  • No option to cancel the order once the order is placed on the platform

  • After 5 year user have to pay locker charge if they wish to keep digigold

  • Platform to Buy-Sell-Gift , SIP, store “Gold” & “silver” online

  • One can buy gold and silver coins/bar of 24K in various sizes

  • Minimal user friendly

  • Intuitive user flow-Single Page

  • Noonboarding/registration process

  • No option to redeem digi gold 

Persona

Persona 1- New in Investment

Persona 2- Regular online Investor

Major Takeaways

01

We need to make the experience as simple as possible for digigold, as they would be different age segments & may be without any experience

02

The experience should be seamless from all touch points & it will be accessible easily

03

Establishing trust and credibility with investors is crucial for securing their confidence and commitment to a project or venture

Information Architecture

After gaining approval for the content flow, we proceeded to Design the Wireframe

After designing the initial wireframe and incorporating necessary changes, we seamlessly transitioned to the next phase: crafting the visual design and developing an end-to-end prototype for all scenarios.

Based on the direction we went on to create a Design system

Visual design

DESKTOP

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