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RupeeTalks.co.in — End‑to‑End UX/UI Case Study

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Case Study: Redesigning RupeeTalks.co.in

Role: Senior UX/UI Designer & Creative Director
Duration: 8 Weeks
Scope: UX Audit, Research, Information Architecture, Wireframes, UI Design, and Prototyping

1. Project Background

RupeeTalks.co.in is a financial advisory platform offering investment calculators (SIP, SWP, Lumpsum, EMI), insurance, loans, and a partner program. While the business had strong credibility (₹50 Cr. AUM, 600+ customers, founder profile), the digital experience was fragmented with inconsistent navigation, low engagement with calculators, and unclear partner onboarding.

Business Goals:

  • Increase partner program sign-ups

  • Boost calculator usage → lead conversion

  • Simplify enquiry flows for financial services

Design Goals:

  • Create a clear and trustworthy brand experience

  • Improve information architecture

  • Provide guided user flows for conversions

  • Build a scalable UI system for future growth

2. Research & Audit

Methods

  • Heuristic Evaluation: Checked navigation, CTA hierarchy, form flows

  • Competitive Benchmarking: ET Money, Groww, Policybazaar

  • User Personas: Mapped three key audiences

    • Investor Ishita → using calculators to plan SIPs

    • Partner Prakash → evaluating revenue share & eligibility

    • Family Planner Farhan → looking for insurance/retirement planning

Key Findings

  • Competing CTAs on homepage reduced clarity of primary task

  • Calculators lacked context (no tooltips, validation, or share/download)

  • Enquiry form had no privacy assurance or SLA

  • Services page was inconsistent and sometimes broken

  • Trust badges/testimonials not prominently displayed

3. Information Architecture (Redesigned)

Old Structure: Home • Services • Calculators • Enquiry • About • External Links
New Structure:

  • Home

  • Calculators (SIP, SWP, Lumpsum, EMI)

  • Services (Insurance, MF, Loans, PMS/AIF)

  • Partner

  • About

  • Resources (Guides, FAQs)

  • Contact

This restructuring improved clarity, discoverability, and SEO.

4. User Flows

Flow 1: Partner Acquisition

  • Before: Homepage → Generic info → Long form

  • After: Homepage → Partner Landing → Eligibility Quick Check → Callback Scheduler → Confirmation (WhatsApp/Email)

Flow 2: Calculator → Lead

  • Before: Input → Result → Dead End

  • After: Input → Dynamic Result Panel → Save/Share → Advisor CTA → Prefilled Enquiry

Flow 3: Service Enquiry

  • Before: Dropdown form → Submit → No feedback

  • After: Contextual micro-form on service page → Consent + SLA → WhatsApp/Call option → Scheduler

5. Wireframes (Low-Fi)

(Mobile-first approach)

Home

  • Hero with single CTA (“Become a Partner”)

  • Trust bar: ₹50 Cr. AUM, 600+ Customers, IRDA/AMFI badges

  • Sticky bottom CTA: [Partner] [Calculators] [Contact]

SIP Calculator

  • Inputs with hints & guardrails

  • Live result visualization

  • Nudges: +10% SIP / +2 years

  • CTAs: [Download PDF] [Share on WhatsApp] [Talk to Advisor]

Partner Page

  • Revenue Share Model

  • 3-Step Onboarding Timeline

  • Eligibility Quick Check (chips)

  • Schedule Call (modal)

  • FAQs + Testimonials

6. Visual Design & UI System

Design Tokens

  • Colors: Indigo (Trust), Emerald (Growth), Neutral Grays, Gold (Highlight)

  • Typography: Clean sans-serif, tabular numerals for calculators

  • Spacing: 8px grid system, 16px base rhythm

  • Components: CTA buttons, result cards, accordion FAQs, WhatsApp chip, scheduler modal

Accessibility

  • Minimum contrast ratio 4.5:1

  • Touch targets ≥44px

  • Keyboard + screen reader support

7. Outcomes

Projected Metrics:

  • Partner sign-up rate → +30%

  • Calculator-to-lead conversion → +25%

  • Enquiry submission completion → +20%

Qualitative Gains:

  • Stronger brand trust with testimonials & certifications

  • Mobile-friendly sticky CTAs improved ergonomics

  • Privacy, SLA, and WhatsApp options reassured users

8. Final Deliverables

  1. UX/UI Audit report with annotated screenshots

  2. Redesigned sitemap & user flows (SVG)

  3. Low-fi & hi-fi wireframes (mobile + desktop)

  4. UI system (tokens, components, guidelines)

  5. Before/After comparisons of homepage, calculator, and enquiry form

  6. Metrics framework for A/B testing & measurement

9. Reflection

This project was a balance of trust-building (financial services are credibility-driven) and conversion optimization (removing friction in calculators and forms). By aligning user needs (simplicity, reassurance, clarity) with business goals (leads, partnerships), the redesign positioned RupeeTalks.co.in for sustainable digital growth.

👨‍🎨 Prepared by Swapnil Sapkal — Senior UX/UI Designer & Creative Director