My Framer Site

Gullak

Gullak’s

Education stories

Overview

For most Indians, finance is an intimidating and complex topic. Studies show that only 27% of India’s working population is considered financially literate. Many are unaware about concepts like investing and compounding which are essential tools to build one’s wealth.

At Gullak, we aimed to be a platform that users could fully trust and confidently invest in. For this, one hurdle to overcome was the lack of education around gold as an investment instrument.

My Role

Research, Concept Ideation, Storyboarding, Visual Design, Prototyping, Handoff

The Team

Suhad M - Product Designer
Aakash Kikani - Product Designer
Archit Mishra - Product Manager

Duration

Jan 2024 - May 2024

Why was this needed?

Even though we had educational bits littered around the app, the need for something more structured and intentional arised when we kept receiving a large number of phone calls on our customer helpline.

We observed a trend in new investors calling the team to ask a lot of questions and validate their assumptions. Our support team would answer a lot of repetitive questions, re-iterate concepts to them and clarify their doubts.

Why did I get lesser money after selling my gold?

Are there any hidden charges I should be aware of?

Have I understood this concept correctly?

Can you explain the 16% Scheme to me again?

How does the gold leasing process work?

The users wanted to:

Validate their understanding of the concepts

Build more confidence in their investment

know if they are missing any important detail or hidden charge

Understand why gold price was lesser when it was sold

Improve their financial literacy

The Goal

Educate people about Gold as an investment and nuances associated with it

Create a structured space where the user can learn about relevant financial topics.

Educate people about Gullak’s offerings

Build confidence in investors and validate their understanding of the application

The Challenge

The challenge was to break down complex financial concepts in a format that would be easy to consume for the user, while also keeping things mind like:

Keep it digestable for the user

Give them a clear understanding

Validate the user’s understanding

Educate them about the nature of gold investments

Make it delightful for the user

Maintain brand consistency

Putting on our thinking hats

A Majority of our users we observed were in their 25-35 year age group who were either:

New investors who were testing the waters and were new to investing.

Mid-seasoned investors who have previously invested in stocks and mutual funds, have some a basic knowledge of investing, and are now looking to invest in gold as a way to diversify their portfolio

What are the topics we want to delve into?

We brainstormed and laid out the top themes that we wanted to convey to the user. We decided these themes from a combination of recurring user calls, etc.
For an MVP, we decided on the following topics:

About Digital Gold

Buy and Sell gap

Compounding

Gullak Schemes

Visualizing gold returns

Format of the content

We put our detective hats on, and started referencing. We looked at other applications where information was broken down for the user to understand easily.

We largely referenced, but were not limited to, other fintech and edtech applications.

a lot of referencing later...

After analysing multiple ways of breaking down content, such as cards, lessons, videos, we decided that stories would use best for our use case.

And would also support animated and interactive elements which we wanted to use for our story telling.

Storyboarding

Our aim here was to ‘Storytell’. It should not feel like something the user could get out of reading a blog/article.

We wanted it to be engaging, Interactive, educational and delightful.

We generated multiple conceptual approaches for each topic. To enhance user understanding, we tried to incorporate metaphors to illustrate complex ideas.

sketches explaining the buy-sell spread

sketches explaining the compounding effect

Developed multiple storyboarding options and shared them with the team

During the storyboard phase, we explored various narrative approaches. We shared these options with both the client and our internal design team to gather feedback on which storyline best communicated the concept. Based on the team's consensus, we chose the most effective narrative.

Bringing the sketches to life

Once the storyboard was finalized, the process of translating it into visually compelling screens began. Maintaining brand consistency while ensuring seamless flow and cohesion across slides was crucial.

We could push our creativity to the limits!
But of course, within brand guidelines.

a whole lot of mess later...

The Final Screens

After a lot of tweaks we ended with our final bite sized stories

Explaining the Buy-Sell gap

Visualising Compounding

Visualising Gold returns

Creating a central Education Hub

We needed a place where the user could be able to access and revisit these lessons whenever they wanted to.
Thus, Gullak Gold IQ was created.

Nudging the user

The content was done, and so was the structuring of it. Now we needed something to entice the user to click on these stories. Something that would be specific and contextual to them.

We decided to place nudges along several touchpoints across the users journey and the most obvious being the home screen nudge which recieved the most clicks.

Do you know what is the 8th wonder of the world?

It is not magic, its Maths!

Know More

What is the compounding effect?

How does it multiply your wealth?

Let’s Find out

Visualize how small steps can add up to big results

Understand how it works

Know More

Let’s understand the ripple effect of compounding

How does it multiply your wealth?

Let’s Find out

We experimented with multiple copies and sizes for the nudge cards and tried to make it contextual for a user so that they would end up in the story at a one- touch.