Upstox

Background: India’s top stock exchange platform aimed to enter the U.S. market, bringing its trading tools to a new audience while maintaining its core brand values and cultural touchpoints. The goal was to create a user-friendly, approachable app that made trading accessible to a diverse range of users.

Challenge:

• The key challenge was balancing simplicity and usability for new users while preserving the rich heritage of the parent brand. Additionally, the platform needed to incorporate educational content to help U.S. users understand the basics of trading, given that many of them might be new to it.

Solution:

• I took charge of designing an MVP that focused on an intuitive experience, with features that allowed users to discover trading options easily. I integrated educational resources to simplify complex concepts and added motion design to guide users through the app’s core functions. Emphasis was placed on clear navigation and engaging visuals to make trading feel approachable and informative.

Outcome:

The MVP successfully launched, giving users a straightforward path to start trading while staying connected to the brand’s roots. Users appreciated the easy navigation, educational tools, and visually engaging interface, which made their entry into trading smooth and enjoyable. The app established a strong foothold in the U.S. market, building a foundation for future growth.