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ARVIND SETHIA - BONUS PROJECT
Bonds
Owning the decision surface to drive category adoption
UX execution
LIVE PRODUCT
Role: Lead Designer (Product × Growth)Focus: Adoption, trust, conversion, platform ownership
CONTEXT
AI changed user expectations — but not through in-app chatbots.
Lower awareness
Lower trust
Higher perceived risk
Initially, users were redirected to partner platforms, breaking continuity and trust.This limited our ability to influence conversion, learning, and growth.
Opportunity was clear:
If Tata Neu wanted to grow Bonds meaningfully, we had to own the decision surface, not outsource it.
PROBLEM
Users dropped sharply when redirected to partner journeys
No control over comparison, trust cues, or persuasion
Growth initiatives had limited leverage without native UX
Insight
But as a silent, intelligent collaborator
DESIGN STRATEGY
CC-on-UPI linkage
Optimize for comparison and credibility, not education overload
Apply learnings from FD selectively (scan, clarity, trust)
Enable Growth through design-owned surfaces
KEY INTERVENTIONS
Peripheral (reinforces trust + preference)
Problem:
Redirected partner journeys broke trust and intent.
Design changes
Designed and launched a native Bonds PDP (May)
Owned comparison, issuer credibility, and decision flow
Controlled narrative from discovery to action
Outcome:
Conversion improved from ~11% → ~25%
Nearly 2× increase in engagement post-launch
Owning the PDP unlocked both trust and conversion.
Peripheral (reinforces trust + preference)
Problem:
Bonds felt complex and intimidating when presented as dense lists.
Design changes
Introduced card-based bond discovery
Surfaced key decision variables upfront
Reduced cognitive load without oversimplifying risk
Learning applied (from FD)
Scan-based comparison works even for complex products
Education should support decisions — not precede them
Outcome:
Improved exploration depth
Higher PDP engagement without increasing bounce
Peripheral (reinforces trust + preference)
Problem:
Growth initiatives had low visibility and weak context earlier.
Design changes
Created a dedicated, high-visibility banner slot on Bonds surfaces
Positioned “Bond of the Week” as a focused decision nudge, not noise
Outcome:
~25% of AUM in first two months came directly from this banner
Growth worked because UX gave it a credible, contextual surface.
BUSINESS IMPACT
Funnel-level diagnosis & prioritization
This in a category dominated by incumbents
Significantly stronger relative position compared to FDs (sub-1% share)
Platform ownership + focused UX can outperform scale disadvantages.
WHAT THIS PROJECT DEMONSTRATES
Funnel-level diagnosis & prioritization
Ability to design for category adoption, not just conversion
Reuse of proven design principles across products — with restraint
Strong Design × Growth partnership with measurable outcomes
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ARVIND SETHIA - BONUS PROJECT
Bonds
Owning the decision surface to drive category adoption
UX execution
LIVE PRODUCT
Role: Lead Designer (Product × Growth)Focus: Adoption, trust, conversion, platform ownership
CONTEXT
AI changed user expectations — but not through in-app chatbots.
Lower awareness
Lower trust
Higher perceived risk
Initially, users were redirected to partner platforms, breaking continuity and trust.This limited our ability to influence conversion, learning, and growth.
Opportunity was clear:
If Tata Neu wanted to grow Bonds meaningfully, we had to own the decision surface, not outsource it.
PROBLEM
Users dropped sharply when redirected to partner journeys
No control over comparison, trust cues, or persuasion
Growth initiatives had limited leverage without native UX
Insight
But as a silent, intelligent collaborator
DESIGN STRATEGY
CC-on-UPI linkage
Optimize for comparison and credibility, not education overload
Apply learnings from FD selectively (scan, clarity, trust)
Enable Growth through design-owned surfaces
KEY INTERVENTIONS
Native Bonds PDP (Platform ownership)
Problem:
Redirected partner journeys broke trust and intent.
Design changes
Designed and launched a native Bonds PDP (May)
Owned comparison, issuer credibility, and decision flow
Controlled narrative from discovery to action
Outcome:
Conversion improved from ~11% → ~25%
Nearly 2× increase in engagement post-launch
Owning the PDP unlocked both trust and conversion.
Discovery & comparison: Cards over lists
Problem:
Bonds felt complex and intimidating when presented as dense lists.
Design changes
Introduced card-based bond discovery
Surfaced key decision variables upfront
Reduced cognitive load without oversimplifying risk
Learning applied (from FD)
Scan-based comparison works even for complex products
Education should support decisions — not precede them
Outcome:
Improved exploration depth
Higher PDP engagement without increasing bounce
Growth surfaced through UX: “Bond of the Week”
Problem:
Growth initiatives had low visibility and weak context earlier.
Design changes
Created a dedicated, high-visibility banner slot on Bonds surfaces
Positioned “Bond of the Week” as a focused decision nudge, not noise
Outcome:
~25% of AUM in first two months came directly from this banner
Growth worked because UX gave it a credible, contextual surface.
BUSINESS IMPACT
Funnel-level diagnosis & prioritization
This in a category dominated by incumbents
Significantly stronger relative position compared to FDs (sub-1% share)
Platform ownership + focused UX can outperform scale disadvantages.
WHAT THIS PROJECT DEMONSTRATES
Funnel-level diagnosis & prioritization
Ability to design for category adoption, not just conversion
Reuse of proven design principles across products — with restraint
Strong Design × Growth partnership with measurable outcomes
MORE PROJECTS TO EXPLORE
Similar work and additional learning in other projects
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ARVIND SETHIA - BONUS PROJECT
Bonds
Owning the decision surface to drive category adoption
UX execution
LIVE PRODUCT
Role: Lead Designer (Product × Growth)Focus: Adoption, trust, conversion, platform ownership
CONTEXT
Bonds are structurally harder than Fixed Deposits:
Lower awareness
Lower trust
Higher perceived risk
Initially, users were redirected to partner platforms, breaking continuity and trust.This limited our ability to influence conversion, learning, and growth.
Opportunity was clear:
If Tata Neu wanted to grow Bonds meaningfully, we had to own the decision surface, not outsource it.
PROBLEM
Users dropped sharply when redirected to partner journeys
No control over comparison, trust cues, or persuasion
Growth initiatives had limited leverage without native UX
Insight
Redirection was not a technical shortcut — it was a strategic bottleneck.
DESIGN STRATEGY
Bring Bonds decision-making natively into the app
Optimize for comparison and credibility, not education overload
Apply learnings from FD selectively (scan, clarity, trust)
Enable Growth through design-owned surfaces
KEY INTERVENTIONS
Native Bonds PDP (Platform ownership)
Problem:
Redirected partner journeys broke trust and intent.
Design changes
Designed and launched a native Bonds PDP (May)
Owned comparison, issuer credibility, and decision flow
Controlled narrative from discovery to action
Outcome:
Conversion improved from ~11% → ~25%
Nearly 2× increase in engagement post-launch
Owning the PDP unlocked both trust and conversion.
Discovery & comparison: Cards over lists
Problem:
Bonds felt complex and intimidating when presented as dense lists.
Design changes
Introduced card-based bond discovery
Surfaced key decision variables upfront
Reduced cognitive load without oversimplifying risk
Learning applied (from FD)
Scan-based comparison works even for complex products
Education should support decisions — not precede them
Outcome:
Improved exploration depth
Higher PDP engagement without increasing bounce
Growth surfaced through UX: “Bond of the Week”
Problem:
Growth initiatives had low visibility and weak context earlier.
Design changes
Created a dedicated, high-visibility banner slot on Bonds surfaces
Positioned “Bond of the Week” as a focused decision nudge, not noise
Outcome:
~25% of AUM in first two months came directly from this banner
Growth worked because UX gave it a credible, contextual surface.
BUSINESS IMPACT
Tata Neu achieved ~2% Bonds market share in India within <1 year
This in a category dominated by incumbents
Significantly stronger relative position compared to FDs (sub-1% share)
Platform ownership + focused UX can outperform scale disadvantages.
WHAT THIS PROJECT DEMONSTRATES
Strategic judgment on when to own vs outsource
Ability to design for category adoption, not just conversion
Reuse of proven design principles across products — with restraint
Strong Design × Growth partnership with measurable outcomes
MORE PROJECTS TO EXPLORE
Similar work and additional learning in other projects
Stock broking platform
Designing a SEBI-Compliant Investment App from Scratch
Behavioural UX
Fixed deposits (FD)
Data-led funnel optimisation under regulatory constraints
UX/UI Execution