marketfeed. Wealth
May 2025 – Mar 2026 · Product Designer
marketfeed app (iOS / Android)
A 0→1 mutual fund product that opened marketfeed to a new audience of first-time investors, starting at ₹1,000, not ₹4 lakh.
Impact
- ~90%
- Onboarding completion
- 2 min
- Acc. opening time (95% autofilled)
- 250+
- Signups
- ₹14L+
- Assets under management in beta
- 22%
- Signup → SIP activation
Role
Product Designer. I owned the design end to end: flows, information architecture, UI, UX, brand and illustrations.
Team
Sharique Samsudheen (CEO & Co founder)
Sooraj E (CTO & Co founder)
Vivek Krishna (Head of Design)
Nikhil DS (Product Design)
Smarak Das (Sr Engineer)
Ijas Ahammed (Front-end Developer)
Problem
MARKETFEED HAD A TRADING PRODUCT. USERS NEEDED MORE WAYS TO INVEST.
marketfeed's flagship Automated Trading product served 2,500 active users, with a minimum ticket size of ₹4 lakh.
At the same time, we were hearing two different needs from users.
- First-time investors wanted to start small — around ₹1,000–₹10,000 — but had no way to invest through marketfeed.
- Existing trading users wanted mutual funds to diversify their portfolios, and wanted to do it on a platform they already trusted.
We also had a much larger audience discovering marketfeed through YouTube (2.3M+ subscribers combined) and Instagram (747K+ combined), many of whom were first-time investors.
The opportunity was clear: build a wealth product for both audiences, starting at ₹1,000.
What actually got built
1 - 3 Product experience
The first three flows take a new investor from understanding the product to getting an investment plan.
- Discovery - Understand the plan, cost, and who it's for.
- Risk Profile - Six questions to determine investment style.
- Plan - Matched funds, allocation, and alternatives.
The whole product in one pass, and the seven flows it moves through. The first three are entirely ours; every one after hands off to a system we don't control — which is where the challenges come from.
04 · ACCOUNT OPENING
Once they choose a plan, the next job is getting the account ready to invest — with as little manual effort as possible.
05–06 · INVESTMENT EXPERIENCE
Choose how much to invest, set up the SIP, and see the portfolio come to life after investing.
07 · REDEEM
A standard, regulated flow. It worked as expected, so I kept it simple and moved on.
The hard part wasn't the happy path
The core flows were only part of the problem. Once real users started moving through them, we could see where they were getting stuck and where the systems behind the product were getting in the way.
01 · KYC Drop-off 35 fields were too much ask
The first KYC vendor required users to fill nearly 35 fields manually. Mixpanel showed a clear drop-off at KYC. We replaced that experience with Decentro, which could fetch details from PAN and Aadhaar, which resulted in ~2 min Account opening, 95% Parameters pre-filled.
02 · Resume Point Users needed a clear way back
Users could leave at any stage of account opening. When they came back, the dashboard showed where they were and what to do next, instead of making them figure it out again.
03 · Failure & Recovery A failed SIP shouldn't end the journey
After launch, mandate and SIP registration failures left users stuck at different stages. We designed different states for each failure, showing what happened, what went through, and what they could do next.
04 · Payment Trust Unclear mandate context before payment
Users chose their SIP amount in our app, but the UPI flow showed ₹1 as the mandate registration amount. The amount wasn't clearly explained, creating confusion at a critical trust moment. We added a short explanation before sending users to UPI.
Where I chose not to design
Risk profiling questions are owned by compliance and the PMS team; the content is dictated by what's legally needed to categorise a user. Re-litigating the questions would have burned weeks for marginal gain. My lever was length and pacing: pushed the count down to 6 questions, one per screen, clear progress, no scrolling forms.
Redeem is a standard, well-understood, regulated flow. It worked in beta without surprises. We shipped it clean and moved on.
The time saved on both went into the dashboard rebuild, which is where the product actually needed a designer.
What I learned
Reframing beats redesigning. The highest-impact change was a rename. Users finish what they started; they don't start what feels like work.
Vendor choices are design choices. When a third party's UX is killing your funnel, the design fix is replacing the vendor, and the designer should be the one making that case with data.
The unhappy path is the product. In regulated, multi-vendor fintech, most users hit a failure state eventually. Recovery surfaces like progress cards and action centers are where the real UX work lives.
I wasn't only designing the flows. I was shaping how wealth felt
What's Next
Investment Baskets
Curated ETF baskets users can buy in the app, then pledge for a second return.
