MS
Maya Sharma
29 YRS · Marketing Lead · Bangalore
"Wants to start investing for a first home in HSR Layout but feels paralysed by market volatility. She values clarity over jargon."
Goal-Oriented PlanningRisk ReassuranceSimplified Logic
UX Case Study · 2026
An AI Copilot for personalised investing decisions.
Bridging the trust gap in retail investing with explainable, human-in-the-loop intelligence — designed for the Indian market.
↓ 42%
Decision Paralysis
↑ 34%
Recomm. Trust
↑ 2.1×
Action Rate
Copilot Active
94% MATCH60% VGT · 20% QQQ · 20% Bonds
Optimal for context: Aggressive Growth · 7-yr horizon
Why this allocation?
Balances high-growth tech exposure with VGT to minimise expense ratios while keeping drawdown under your 18% comfort threshold.Transparent
Reversible
Audited
01. PROBLEM SPACE
Retail investors are drowning in data, starved of context.
IN VIEW
Synthesised from 12 depth interviews across Bangalore, Mumbai and Pune — the friction is emotional, not informational.
∞
Info Overload
Thousands of assets and metrics lead to analysis paralysis.
?
Trust Gap
Skepticism towards black-box AI recommendations.
!
Anxiety
Fear of making a wrong move prevents action.
·
Generic AI
One-size-fits-all advice lacks personal context.
02. USER RESEARCH
Insights from 12 intensive interviews and heuristic reviews.
IN VIEW
01
The Trust Deficit
Users are wary of AI because they can't verify its logic. Transparency is the only path to retention.
02
Cognitive Load
Financial jargon acts as a barrier. Plain-language translation was requested in 100% of interviews.
03
Emotional Anchor
Decisions are tied to life events — the goal frame outperforms the asset frame every time.
"Don't just tell me what to invest in. Help me understand why it makes sense for my life.
— P07, Marketing Lead, Bangalore
METHODOLOGY
Depth Interviews12
Focus Groups02
Heuristic Audits06
Survey Responses248
LAB DATA · SYNCED 2026
03. PERSONAS
The humans behind the data.
IN VIEW
We're focusing on the confidence gap in India's growing retail investor population — from first-time savers to seasoned diversifiers.
AS
Arjun Singh
35 YRS · Senior Tech Architect · Mumbai
"Has significant savings in FDs but knows he's losing to inflation. He wants technical proof and data-driven optimisation."
Tax OptimisationPortfolio BacktestingAdvanced Diagnostics
CURRENT STATE
Robo-Advisor
Black-box algorithms execute orders but leave the user in the dark about the why.
FUTURE CONCEPT
Intelligent Copilot
A collaborative partner that builds literacy alongside the portfolio through transparent reasoning.
04. SOLUTION FRAMEWORK
Six modules engineered to bridge the trust gap.
IN VIEW
05. OPEN ECOSYSTEM
Plugged into India's leading fintech infrastructure.
IN VIEW
Friction-less execution across 20+ brokerages. SEBI-compliant data handling with 256-bit encryption.
ZerodhaLIVE
GrowwLIVE
UpstoxLIVE
Angel OneLIVE
ICICI DirectLIVE
HDFC SkyLIVE
FyersLIVE
DhanLIVE
FinvasiaLIVE
INDmoneyLIVE
KuveraLIVE
SmallcaseLIVE
ZerodhaLIVE
GrowwLIVE
UpstoxLIVE
Angel OneLIVE
ICICI DirectLIVE
HDFC SkyLIVE
FyersLIVE
DhanLIVE
FinvasiaLIVE
INDmoneyLIVE
KuveraLIVE
SmallcaseLIVE
ENTERPRISE GRADE
256-bit Encryption
SEBI-compliant data handling with end-to-end transit security.
UPTIME
99.98%
Edge-replicated execution across Asia-East regions.
LATENCY
120 ms p95
From signal to broker round-trip on Indian retail flows.
06. THE CONFIDENCE JOURNEY
Mapping the emotional arc of building financial literacy.
IN VIEW
0101
Curious
Discovery
User identifies life goals over technical hurdles.
0202
Anxious
Risk Profile
Validating risk appetite with transparent data.
0303
Educated
AI Logic
Atomic breakdowns of every asset choice.
0404
Confident
Simulation
Live projections of future outcomes.
0505
Empowered
Action
Executing trades with literacy and peace of mind.
07. INTERACTIVE PROTOTYPE
Step through the core experience.
IN VIEW
SCREEN · AI ONBOARDING
Goal before asset.
We frame the conversation around life events first, instruments second — eliminating jargon-led drop-off.
- 4-question intent mapper
- Risk validated against history, not surveys
- Plain-language summary
9:41 COPILOT
QUESTION 1 OF 4
What's your primary goal for this capital?
08. TRUST + DESIGN SYSTEM
Atomic patterns engineered for trust at scale.
IN VIEW
TRANSPARENCYHIGH
No black-box decisions. Reason-first UI on every screen.
USER CONTROLTOTAL
Human-in-the-loop confirmation for every trade execution.
EXPLAINABILITYCORE
Atomic breakdown of every risk and reward variable.
ATOMIC WEALTH UI
A library of risk badges, trust indicators & nudge modules.
Built on 8 px grid · Space Grotesk display · Inter body · JetBrains Mono numerics. WCAG AA verified.
Risk · LowRisk · MedRisk · HighVerifiedAudit-LoggedReversible
COLOUR LANGUAGE
Primary Trust
oklch(0.68 0.17 155)
Ink
oklch(0.16 0.04 230)
Surface
oklch(0.97 0.01 150)
Signal Glow
oklch(0.78 0.18 158)