Increase AUM managed by ET Money
...
Re-architecting how 10M+ Investors Discover Wealth
Impact
NPS Score: -10 to +73
Enhanced Product discovery:
4.32% to ~22%
Stakeholders
- Raman - Director of Design
- Anubha, Punit - Product Manager
- Leadership involvement: CEO, COO, VP
My role: Led IA exploration and owned the Explore redesign end-to-end.
Duration
Design timeline: 1.5 Months
Tech: 3 Months
New design got published on: 5th
November
Back in Dec, 2024
ET Money introduced a
advisory-led product (Genius)
Impact of Dec’24 release
The release successfully increased Genius adoption, but its impact varied significantly across user cohorts.
Emerging challenges
June, 2025
The business recognized that a subscription model was not resonating with Indian users — especially in a category involving personal finances. At the same time, competitors were offering similar solutions for free.
We decided to shift towards being
Wealth powerhouse.
As we shifted focus toward distribution and building a wealth powerhouse, we uncovered a structural gap.
Existing IA was intent first.
User behaviour was product-first.
To address this gap, we initiated a long-overdue effort to rethink the app's Information Architecture and Home experience.
This wasn't just a UI update - it required restructuring how users navigate, discover, and understand the breadth of what ET Money offers.
Metrics we were solving for
Increase average products held per user (from 1.2)
...
Improve NPS and restore positive user sentiment
...
Early IA Exploration -
Introducing wealth & invest tab
What didn't work?
Discovery for Insurance and Cash remained gated behind tab selection, limiting passive exploration and cross-product visibility.
Understanding how they drove discovery post & pre first transaction
How were others driving discovery?
Mutual Funds being our primary core product, we chose to retain a single unified Explore section — with all other products integrated within it, supported by a single consolidated dashboard.
Final IA - Solving Discovery & Tracking
Reimagining the Explore Page
Constraints
- All products under one roof
- Risk: Visual & cognitive clutter
User Expectation
Users have multiple financial journeys. Explore must serve all - without overwhelming.
InvestSaveProtectRetire
Surface everything
Maintain clarity
Guide users by intent
Avoid scroll fatigue
Highlight next-best actions to keep momentum.
We began with a simple objective: surface all available solutions clearly.
Initial wireframes, that laid the foundations
Navigation - only approach
Navigation + SKU approach
Having only a navigation-led structure proved restrictive. It limited our ability to surface multiple journeys dynamically and experiment across user contexts.