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ARVIND SETHIA - MORE PROJECT
Investor-First Stock Broking Platform
Designing a SEBI-Compliant Investment App from Scratch
Strategy Design
OVERVIEW
Designed a standalone, mobile-first stock broking app focused on retail investors. The product covered Stocks, Mutual Funds, IPOs, and a unified Investment Hub, built under strict SEBI compliance.
The project was paused pre-launch due to an org-level decision to keep broking as a separate regulated business.
Status: Designed end-to-end · Not launched (strategic decision)
MY ROLE
Design Leadership
- Ran a 3-hour alignment workshop (18 cross-functional leaders).
- Co-led hypothesis-driven UPI research (21 hypotheses, 3 archetypes validated).
- Defined target user mix: Careful Explorers (60%) + Switchers (40%).
- Established the Core–Peripheral–Magic framework adopted across teams.
- Reset homepage & navigation priorities to bring UPI to the foreground.
- Directed end-to-end UX, UI, Visual, Motion for the entire redesign. (1team of 3TDesign lead- 1 (Myself), UX/UI Designer - 1, VD - )
- Ensured reward system clarity and alignment between product, loyalty, and tech.
THE CORE PRODUCT DECISION
Who are we building for?
We evaluated three segments:
Active Traders
❌ Rejected
Active Traders
✔️ Chosen
Complete Novices
❌ Deferred
Why Investors?
Large audience, mobile-first
Invest part-time to grow wealth
Prefer clarity, confidence, and portfolio visibility
Lower tolerance for complex trading tools
Product Direction:
Start with investing. Progressively unlock trading depth.
EXPERIENCE STRATEGY
This was not a trading terminal. The product was deliberately designed as an Investor-First App:
Simple discovery of stocks, funds, and IPOs
Clear investment context before action
Progressive disclosure of advanced data
Portfolio-centric thinking over isolated trades
PRODUCT SCOPE & EXECUTION
FOCUS AREA: INFORMATION ARCHITECTURE
Stock & Mutual fund details page
Stock details page
Balanced company info, market data, and action
Clear hierarchy with progressive depth
Multiple iteration cycles with PMs & SMEs
Mutual funds details page
Simplified fund understanding
Clear separation of: Fund overview, Performance & Risks, Investment action (SIP v/s One-time)
Stock details IA video
Mutual fund details IA video
Design System & Team Execution
Built and scaled a dedicated design system
Ensured:
Consistent data-visualisation patterns
Reusable investment components
Scalability for future trading depth
Executed in agile sprints with regular design, tech, and leadership reviews
KEY DESIGNS
Play the video, to experience the flow
Watchlist experience
Stock purchase experience
Mutual fund portfolio
WHAT THIS PROJECT DEMONSTRATES
Strong product judgment & user segmentation
Large-scale information architecture
Designing under strict regulatory constraints
End-to-end execution at platform scale
Leading designers while remaining hands-on
MORE PROJECTS TO EXPLORE
Similar work and additional learning in other projects
ARVIND SETHIA - MORE PROJECT
Investor-First Stock Broking Platform
Designing a SEBI-Compliant Investment App from Scratch
Strategy Design
OVERVIEW
Designed a standalone, mobile-first stock broking app focused on retail investors. The product covered Stocks, Mutual Funds, IPOs, and a unified Investment Hub, built under strict SEBI compliance.
The project was paused pre-launch due to an org-level decision to keep broking as a separate regulated business.
Status: Designed end-to-end · Not launched (strategic decision)
MY ROLE
Design Leadership
- Ran a 3-hour alignment workshop (18 cross-functional leaders).
- Co-led hypothesis-driven UPI research (21 hypotheses, 3 archetypes validated).
- Defined target user mix: Careful Explorers (60%) + Switchers (40%).
- Established the Core–Peripheral–Magic framework adopted across teams.
- Reset homepage & navigation priorities to bring UPI to the foreground.
- Directed end-to-end UX, UI, Visual, Motion for the entire redesign. (1team of 3TDesign lead- 1 (Myself), UX/UI Designer - 1, VD - )
- Ensured reward system clarity and alignment between product, loyalty, and tech.
THE CORE PRODUCT DECISION
Who are we building for?
We evaluated three segments:
Active Traders
❌ Rejected
Retail investor
✔️ Chosen
Complete Novices
❌ Deferred
Why Investors?
Large audience, mobile-first
Invest part-time to grow wealth
Prefer clarity, confidence, and portfolio visibility
Lower tolerance for complex trading tools
Product Direction:
Start with investing. Progressively unlock trading depth.
EXPERIENCE STRATEGY
This was not a trading terminal. The product was deliberately designed as an Investor-First App:
Simple discovery of stocks, funds, and IPOs
Clear investment context before action
Progressive disclosure of advanced data
Portfolio-centric thinking over isolated trades
PRODUCT SCOPE & EXECUTION
FOCUS AREA: INFORMATION ARCHIECTURE
Stock & Mutual fund details page
Stock details page
Balanced company info, market data, and action
Clear hierarchy with progressive depth
Multiple iteration cycles with PMs & SMEs
Mutual funds details page
Simplified fund understanding
Clear separation of: Fund overview, Performance & Risks, Investment action (SIP v/s One-time)
Stock details IA video
Mutual fund details IA video
Design System & Team Execution
Built and scaled a dedicated design system
The agent builds a unique flow for each user:
Consistent data-visualization patterns
Reusable investment components
Scalability for future trading depth
Executed in agile sprints with regular design, tech, and leadership reviews
KEY DESIGNS
Play the video, to experience the flow
Watchlist experience
Stock purchase experience
Mutual fund portfolio
WHAT THIS PROJECT DEMONSTRATES
Strong product judgment & user segmentation
Large-scale information architecture
Designing under strict regulatory constraints
End-to-end execution at platform scale
Leading designers while remaining hands-on
MORE PROJECTS TO EXPLORE
Similar work and additional learning in other projects
ARVIND SETHIA - MORE PROJECT
Investor-First Stock Broking Platform
Designing a SEBI-Compliant Investment App from Scratch
UX EXECUTION
OVERVIEW
Designed a standalone, mobile-first stock broking app focused on retail investors. The product covered Stocks, Mutual Funds, IPOs, and a unified Investment Hub, built under strict SEBI compliance.
The project was paused pre-launch due to an org-level decision to keep broking as a separate regulated business.
Status: Designed end-to-end · Not launched (strategic decision)
MY ROLE
Lead Designer (IC + Team Lead)
- Led UX from 0 → high-fidelity execution
- Managed & executed with 3 designers
- Owned:
- User segmentation & product framing
- Information architecture
- Critical investment journeys
- Design quality across agile sprints
- Partnered with SME PMs, Tech, Compliance & Leadership
THE CORE PRODUCT DECISION
Who are we building for?
We evaluated three segments:
Active Traders
❌ Rejected
Retail investor
✔️ Chosen
Complete Novices
❌ Deferred
Why Investors?
Large audience, mobile-first
Invest part-time to grow wealth
Prefer clarity, confidence, and portfolio visibility
Lower tolerance for complex trading tools
Product Direction:
Start with investing. Progressively unlock trading depth.
EXPERIENCE STRATEGY
This was not a trading terminal. The product was deliberately designed as an Investor-First App:
Simple discovery of stocks, funds, and IPOs
Clear investment context before action
Progressive disclosure of advanced data
Portfolio-centric thinking over isolated trades
PRODUCT SCOPE & EXECUTION
A full-scale broking platform designed end-to-end.
FOCUS AREA: INFORMATION ARCHITECTURE
Stock & Mutual fund details page
Stock details page
Balanced company info, market data, and action
Clear hierarchy with progressive depth
Multiple iteration cycles with PMs & SMEs
Mutual funds details page
Simplified fund understanding
Clear separation of: Fund overview, Performance & Risks, Investment action (SIP v/s One-time)
Stock details IA video
Mutual fund details IA video
Design System & Team Execution
Scaled a dedicated design system
Ensured:
Consistent data-visualisation patterns
Reusable investment components
Scalability for future trading depth
Executed in agile sprints with regular design, tech, and leadership reviews
KEY DESIGNS
Play the video, to experience the flow
Watchlist experience
Stock purchase experience
Mutual fund portfolio
WHAT THIS PROJECT DEMONSTRATES
Strong product judgment & user segmentation
Large-scale information architecture
Designing under strict regulatory constraints
End-to-end execution at platform scale
Leading designers while remaining hands-on
MORE PROJECTS TO EXPLORE
Similar work and additional learning in other projects