House of the Serpent · ambition & the long game
Nivesh
A Mutual Fund Experience · Axis Bank
A mutual fund platform where four in five people left before investing. The real problem wasn't conversion, it was confidence. I gave two very different investors their own way in, from discovery all the way to portfolio.
An end-to-end redesign
Discovery, investing, and the portfolio afterwards, across the whole lifecycle, not a single screen.
One journey, two investors
A faster path for those who knew what they wanted, and a guided one for those still deciding.
Measured on a live product
Roughly 10% more people registered and invested after the redesign, on an already-running platform serving lakhs.
~10% more registrations
on a platform used by lakhs of investors every month.
The full study lives on the ordinary site, with every screen and detail.