Zerodha Feature recommendation metrics, issues, Wireframe and UI/UX

Three Most like things

1. Usability

• Easy to use interface:- It’s made, Kite accessible for end-user.

• Transparent:-Transparency drives Retention and makes it more Trustworthy.

2. Value Before, Investment in the stock market was a complicated process. Traders used to invest through brokers and banks. They charge a high Brokerage fee on every transaction, which drives low reach.

Solution:- • Reduce Complexity by introducing Digital Platform.

• Educate investors via Zerodha Academy.

• No/Low brokerage charges:- Lead Traders to invest frequently.

3. Delight Nudge feature:- When someone picks a stock, Kite gives Push nudge (News and performance) details about that particular Stock.

• Nudge deliver Delight value to an end-user to build Engagement.

 

Three key metrics

1. North star metrics:- Daily/Weekly orders

2. OMTM(one metric that matters):-Brand Awareness/Response time

3. Health metrices:- Retain/Churn.

4. funnel metrices:- Intended action/activation.

Issues, Feature Improvement, Wireframe and User story

? Easy access to Market Indicators

Problem statement:- How blank pages instead of charts. Need Nifty and Sensex performance instead of Market Place wrote on Homescreen.

I believe that the value of the main indices becomes important for the traders in keeping them updated and taking an informed decision. Currently, we have to scroll down to check the value from the top or add the indices to one of our watchlists, which is not always user-friendly. My belief was validated after some competitive analysis of applications like Upstocks, 5paisai etc.

Solution:- I redesigned this experience as shown below to add any index at the top instead of Market Watch.

As we do not want the users to be shocked by a sudden design change, hence the design change has been incorporated subtly in the existing design.

? Accessibility mode for color blind people.

The accessibility mode in the application, disables transitions and simplifies UI, but I believe a lot more is needed in case of accessibility. One of the important accessibility issues that Iike now can be easily solved is Colour blindness(or color vision deficiency). The reason I believe it is necessary is that more than 5% of people in India are deficit The image below represents how different color deficit people see the Portfolio screen of the Kite application.

Solution:- solution to this problem proposed is very simple, which aims at removing colors for accessibility mode and emphasizing on ‘+’,‘–’ symbols in the application. The below image shows a simple solution for this problem.

? Other issues

There are a number of reported issues regarding the application, but I am sure the people at Zerodha are working towards them constantly to improve. Apart from them some problems which can be easily solved are-

• Notification on National Holidays
• When a share is purchased from SmallCase, and sold on Zerodha, then the Smallcase application keeps showing that as an active investment, which becomes confusing.
• Including an option for paid calls to customer care as sometimes it is really urgent for people to connect, and huge money is at stake.
• Creating widgets to easily keep a track of the stocks on the go.