Driving Organic Growth: Helping Auto Drivers Save in Gold
Driving Organic Growth: Helping Auto Drivers Save in Gold
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High Level Goal
Gullak envisioned to help Namma Yatri Auto Drivers understand and value gold as a savings instrument. Me and the team conducted secondary research, user interviews to design a V1. Using V1 we conducted user tests and based on insights we redesigned the flow for V2. The SDK is currently in Dev QA and is set to launch soon.
High Level Goal
Gullak envisioned to help Namma Yatri Auto Drivers understand and value gold as a savings instrument. Me and the team conducted secondary research, user interviews to design a V1. Using V1 we conducted user tests and based on insights we redesigned the flow for V2. The feature is currently in Dev QA and is set to launch soon.
Steps Involved
Steps Involved
My Role
My Role
Collaborated with key stakeholders to define problem scope and feature roadmap
Led the problem framing and design execution of the SDK from zero to one
Led feature discovery and took full ownership of execution from zero to one
Conducted secondary & primary research to understand user motivations & expectations
Conducted primary and secondary research to discover gaps and validated solutions with User Tests
Target Audience
Target Audience
Restaurant Managers
Restaurant Managers
Team
Team
1 Manager, 1 Designers
1 Manager, 1 Designers
First Quarter Target
First Quarter Target
+50K users
+50K users
Expected Gold Investment
Expected Gold Investment
1000gm
1000gm
Retention Rate
Retention Rate
80%
80%
Some context
We Love Gold
Gold has a very significant cultural and financial importance in India. Gold is often preferred over stocks, bonds or even mutual funds. Simply because Gold can be status symbol, gift and most importantly - an emergency fund.
But It's Expensive
Gold is still not accessible to most due to its high cost. Gullak, India’s top gold savings app, and Namma Yatri, India’s first open mobility app, wanted to make owning gold easier for auto annas
Some context
We Love Gold
Gold has a very significant cultural and financial importance in India. Gold is often preferred over stocks, bonds or even mutual funds. Simply because Gold can be status symbol, gift and most importantly - an emergency fund.
But It's Expensive
Gold is still not accessible to most due to its high cost. Gullak, India’s top gold savings app, and Namma Yatri, India’s first open mobility app, wanted to make owning gold easier for auto annas
Pre Design
Brief: There Is A Menu Overload, Lets Streamline
As Gullak continues its journey they wanted to expand their horizons and organically grow their user base. They partnered with Namma Yatri who identified an intent for saving among driving partners. They wanted to explore the possibility of expanding in that direction.
Pre Design
Brief: There Is A Menu Overload, Lets Streamline
As Gullak continues its journey they wanted to expand their horizons and organically grow their user base. They partnered with Namma Yatri, who identified an intent for saving among driving partners. They wanted to explore the possibility of expanding in that direction.
Research Questions We Framed
Once the brief was shared, as first steps I started to break down the problem and began to do research on the financial behaviours, motivations and aspirations of this target audience.
What motivates low income workers?
Where do these folks invest?
What helps them trust a savings scheme?
How do they perceive financial health?
Research Questions We Framed
Once the brief was shared, as first steps I started to break down the problem and began to do research on the financial behaviours, motivations and aspirations of this target audience.
What motivates low income workers?
Where do these folks invest?
What helps them trust a savings scheme?
How do they perceive financial health?
Interacting With My Drivers
I also took the initiative to hold conversations with my auto drivers to understand. I asked them:
Do they save? If yes, then how?
What is their associations with Gold?
What are some of their aspirations?
Education and weddings are big motivation factors
Trust in banks is very higher, hence fixed deposits are preferred
Trust in banks is very higher, thus fixed deposits are preferred
Gold is a very aspirational asset for most gig workers
Interacting With My Drivers
I also took the initiative to hold conversations with my auto drivers to understand. I asked them:
Do they save? If yes, then how?
What is their associations with Gold?
What are some of their aspirations?
Education and weddings are big motivation factors
Trust in banks is very higher, hence fixed deposits are preferred
Gold is a very aspirational asset for most gig workers
Applying Learnings
Solving For Trust In Onboarding
Onboarding was the space where we had to speak to the users, highlight our USP and make our mark onto them. Hence it became one of the most important segments. I started by writing some "How might we's"
How might we communicate the benefits & offerings of Gullak during onboarding
How might we make the onboarding engaging for the users
Applying Learnings
Solving For Trust In Onboarding
Onboarding was the space where we had to speak to the users, highlight our USP and make our mark onto them. Hence it became one of the most important segments. I started by writing some "How might we's"
How might we communicate the benefits & offerings of Gullak during onboarding
How might we make the onboarding quicker and faster for the user
SIP Over Onetime Investments
We wanted to allow this TG to save slowly over a period of time with SIP only, unlike the original flow where Onetime investment was also available. This is because in research we learnt that:
We wanted to allow this TG to save slowly over a period of time with SIP only, unlike the original flow where Onetime investment was also available. This is because in research we learnt that:
This TG prefers to save smaller amounts over time as compared to a big one time investment
They dont trust institutions easily, so getting them to invest big money would be difficult
SIP Over Onetime Investments
We wanted to allow this TG to save slowly over a period of time with SIP only, unlike the original flow where Onetime investment was also available. This is because in research we learnt that:
This TG prefers to save smaller amounts over time as compared to a big one time investment
They dont trust institutions easily, so getting them to invest big money would be difficult
Leading Tough Conversations
Currently Gullak users choose investment plans before setting up their SIP. For a this SDK, Gullak's team preferred a similar flow. However, our new target audience differed significantly from our usual financially savvy users. They might not be able to understand the nuances of each plan.
Recognising this, I proposed an alternative approach. Instead of presenting the options directly, we would show users the projected amounts based on their SIP configuration. This visual comparison would help them understand the benefits better, encouraging them to choose the 4% plan for higher returns and longer retention.
Leading Tough Conversations
Currently Gullak users choose investment plans before setting up their SIP. For a this SDK, Gullak's team preferred a similar flow. However, our new target audience differed significantly from our usual financially savvy users. They might not be able to understand the nuances of each plan.
Recognising this, I proposed an alternative approach. Instead of presenting the options directly, we would show users the projected amounts based on their SIP configuration. This visual comparison would help them understand the benefits better, encouraging them to choose the 4% plan for higher returns and longer retention.
Testing And Iterating
Insight From 1st User Test
We conducted a user test with 15 participants once we were done with the first iteration of the flow. We let them experience the full journey, noted down friction points and answered any questions they had.
What Worked
There was a intent to save for goals like marriage, education, vehicle etc
They were excited about potential savings in the long term
Withdrawal in jewellery and gold coins was prioritised over cash
What Didnt
Understanding the difference in 3% and 4% plan offering was difficult
They were unsure about the guarantee/protection of the gold
Their interest was skewed more towards withdrawal than saving
After the tests we brainstormed on how we can rethink the solution. We recognised that we needed:
A stronger value prop that was more relatable
A way to motivate them to achieve their goals and not withdraw in the middle
A saving journey which was easier to understand, repeat and had quicker rewards
Testing And Iterating
Insight From 1st User Test
We conducted a user test with 15 participants once we were done with the first iteration of the flow. We let them experience the full journey, noted down friction points and answered any questions they had.
What Worked
There was a intent to save for goals like marriage, education, vehicle etc
They were excited about potential savings in the long term
Withdrawal in jewellery and gold coins was prioritised over cash
What Didnt
Understanding the difference in 3% and 4% plan offering was difficult
They were unsure about the guarantee/protection of the gold
Their interest was skewed more towards withdrawal than saving
After the tests we brainstormed on how we can rethink the solution. We recognised that we needed:
A stronger value prop that was more relatable
A way to motivate them to achieve their goals and not withdraw in the middle
A saving journey which was easier to understand, repeat and had quicker rewards
Evolution: Our New Hero Gold Coin
Gold coin as a hero not only aligned with the insights we had gathered earlier, it also bridged the gaps we identified during user tests
Its aspirational value motivates users to save longer
It is a simpler, easier to understand savings plan
Faster reward with long term delight
Evolution: Our New Hero Gold Coin
Gold coin as a hero not only aligned with the insights we had gathered earlier, it also bridged the gaps we identified during user tests
Its aspirational value motivates users to save longer
It is a simpler, easier to understand savings plan
Faster reward with long term delight
User's Impression Of V2
After the fleshing out the second iteration we went to testing with another set of users. This time the cohort was about 20 people. We silently observed while they went through the journey. It was quite nerve wrecking but the outcome was comforting.
After the fleshing out the second iteration we went to testing with another set of users. This time the cohort was about 20 people. We silently observed while they went through the journey. It was quite nerve wrecking but the outcome was comforting.
17/20
17/20
Understood the full offering
03/20
03/20
Had issues with language
20/20
20/20
Wanted to start saving ASAP
Impression Of V2
After the fleshing out the second iteration we went to testing with another set of users. This time the cohort was about 20 people. We silently observed while they went through the journey. It was quite nerve wrecking but the outcome was comforting.
17/20
Understood the full offering
03/20
Had issues with language
20/20
Wanted to start saving ASAP
Connect to Content
Add layers or components to swipe between.
Connect to Content
Add layers or components to swipe between.
SIP Creation Flow V2
Design x Development
Design x Development
Streamlining Hand-Off
Streamlining Hand-Off
This was a very fast paced epic for Gullak. While we were mainly using the Gullak Design System, we had to add new components and styles in run time. To make sure development is hand in hand with design, we started by handing of on a components level.
This was a very fast paced epic for Gullak. While we were mainly using the Gullak Design System, we had to add new components and styles in run time. To make sure development is hand in hand with design, we started by handing of on a components level.
It was a continuous exchange between designers and engineers. In a bi-weekly sync we gave detailed walkthroughs and explained interactions and new components. This helped make development only 3-4 days behind design delivery.
It was a continuous exchange between designers and engineers. In a bi-weekly sync we gave detailed walkthroughs and explained interactions and new components. This helped make development only 3-4 days behind design delivery.
Future Scope
Next Step: Multilingual SDK
The first version of this SDK is set to be launched in english itself. Once the SDK meets the success criteria, the next milestone is to make it multilingual. Our vision is to help partners across all service apps like Urban Company, Swiggy, etc to use Gullak and save in Gold.
Future Scope
Next Step: Multilingual SDK
The first version of this SDK is set to be launched in english itself. Once the SDK meets the success criteria, the next milestone is to make it multilingual. Our vision is to help partners across all service apps like Urban Company, Swiggy, etc to use Gullak and save in Gold.
Reflecting Back
What Did I Learn?
Designing an investment journey for a reluctant audience was a thrilling challenge. In this project, I honed my skills in rapid decision-making, prototyping and habit-forming design. Few of my key learnings:
Relatability fosters trust
Speak to the user in their language
The simpler things, are the better!
Reflecting Back
What Did I Learn?
Designing an investment journey for a reluctant audience was a thrilling challenge. In this project, I honed my skills in rapid decision-making, prototyping and habit-forming design.
Few of my key learnings:
Relatability fosters trust
Speak to the user in their language
The simpler things, are the better!