Case Study

Proposed Solution

Submitted by
Somesh Mishra
(UM19310)

Xavier Institute of Management

Bhubaneswar
 User Personas

Ambitious Newbies Casual Millennials Rigid Gen X

Attributes Professional Attributes Attributes Attributes

Experience Experience Experience Experience

Potential Potential Potential Potential

Age: early 20s to Age: early 20s to Age: 30s to early Age: Late 40s
30s 30s 40s to 55 years

Risk Appetite Risk Appetite Risk Appetite Mid age Risk Appetite Mid age
Entering the Entering the
workforce workforce
Active investor Active
investor
Active investor Passive investor
Digital Literacy Digital Literacy Digital Literacy Have already Digital Literacy
established their Have been
May/may not No idea about
independence in investing via
demand mutual funds but
the family agents
engagement want to try out
Savings for
Enthusiastic Purpose: loan Need to be Would demand engagement from the Outlook Would
new home
about repayment independent fund manager dependant on demand
investments family welfare engagement
Purpose:
Independent and loan Demand Purpose: Have been
Savings for new do it yourself repayment engagement marriage, savings investing for a Purpose- children education,
home outlook for retirement while children marriage, retirement

• DSP Mutual Fund- equity mutual fund inflow in the last 2 years is greater than the
previous 16 years put together. This is a sign of more mature investment behavior by
the average Indian investor. There is a structural shift which is moving away slightly
from gold and real estate.
• Goal of investment differs for people- liquidity, capital appreciation, tax savings, etc..
 Minimum Amount

Lock-ins

Flexibility
Payment Methods
Easy Withdrawal

Enter your PAN

Call: +91-90-3601-6503

Feedback on
investments
• This customer journey provides the user
experience for a customer from start to end

• The encircled part denotes the area which

can be enhanced in the regular customer
Payments
journey

• Insights about tax savings , blogs on

investments ,life goals plans are some of the
suggested solutions Switch
 Features Priority
Additional Complimentary
Information about the services

Information on the experience level of the

Medium
Feature
participant- which will lead to different landing High
pages Life Goals Tab
(eg, saving up for son’s education, becoming a millionaire,
Communication to the investor- an introduction to
the company's vision and promise
Low securing retirement plans, etc) will measure the personal milestone
that the user wants to achieve by investing in our plans. It will be in
Goal of investment (Tax Savings, Long Term,Short
Term)
High tandem with the consumer profile of our user and will enable us to
provide hyper-personalized plans for investment.
Company's recommendations and rankings of
High
alternatives
Metrics:
Profiling of consumer High
1. Revenue per visit
Income details- requirement of a PAN card- which
determines the eligibility of the potential investor. Medium Essentially this is the amount of revenue attributed to a user in a
visit. By mapping the journey and touchpoints on the UI using
Alternatives to invest with comprehensive fund heatmaps, we can fathom whether incremental revenue can be
High
information attributed to this feature which collects more intelligence on the
How many people are buying thay product Low
user.

View investment alternatives before signing in Low 2. Conversion per visit

Speak to/chat with customer service executives High
This would entail how many users actually clicked the section
Current investment portfolio High where we could profile them in depth, and would then end up
availing a personalized plan and hence, ensure the success of the
Snapshot of current market trends Medium
feature.

*The degree of priority is determined basis the importance to the customer life cycle
and the importance to analyzing of investment portfolio
 Delivery Plan

Assumptions:
1. Sat /Sun are included in the week
2. Risk is denoted as per its intensity of affect on the overall project
Delivery Time: 65 Days
3. Number of days are fixed as per secondary research
4. Agile method will be followed so the launch will be in phases
 App Development Costs
App Design, UI and framework hrs 125
Payment gateway integration hrs 40
Security, Notification and Communication setup hrs 40
Google Maps integration hrs 30
Registration setup hrs 15
Chat facility hrs 50
Analytics integration hrs 15
Report Complaints hrs 20
Data Encryption hrs 20
Content featureing hrs 50
Miscellaneous (planning + buffer) hrs 40
Total hours hrs 445
Hourly developer rate(Assume) Rs 2,100
Total Cost of development of APP Lakh Rs 9.35
Assumption:
7 developers are working with hourly rate of Rs 300
Source: Primary research through interview of software developer
 Reference
1. https://www.ey.com/en_us/government-public-sector/how-can-you-succeed-in-
the-transformative-age-and-reimagine-finance
2. https://www.statista.com/statistics/720653/india-average-mutual-fund-aum-
volume/
3. https://www.capearth.com/2020/02/23/finance-function-of-the-future-ey-
wavespace/
4. https://groww.in/mutual-funds
5. https://www.mckinsey.com/business-functions/strategy-and-corporate-
finance/our-insights/bots-algorithms-and-the-future-of-the-finance-function
6. https://www.mckinsey.com/~/media/McKinsey/Featured Insights/India/Riding the
wave of opportunity and
optimism/Riding_the_wave_of_opportunity_and_optimism.pdf
7. https://scripbox.com/invest/investment-info/debt?ref=home-offerings-debt
THANK YOU