UPSTOX Website by LOLLYPOP DESIGN STUDIO

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DESIGN DETAILS
DESIGN NAME:
UPSTOX

PRIMARY FUNCTION:
Website

INSPIRATION:
Founders approached us with a novel idea of disrupting the stock trading market by empowering individuals with an easy to use app. The project was challenging as the industry was absolutely new for us. We dove into hours of discussions & research to understand the business, user’s requirement & competition. Post this we had two issues at hand, 1st ensuring that we did not attract any attention from big players in US market and 2nd simplifying the offering of upstox. Instead of a single product, we designed two keeping target audience in mind; first being for the layman and second for the pro stock traders. This provided a unique identity to our client as none of the players had done so. Also, to win the trust of our target audience, we ideated that upstox required an academy that would teach everything about stock trading to people at marginalized cost. We were extremely inspired by the challenge itself as testing new waters is our habit.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
There are many unique properties; the first and foremost being the distinct product offering that has been specifically tailored keeping in mind the requirements of target audience, (upstox and upstox pro). Second, important factor is how that trust factor has been enhanced by introducing ‘trade academy’, a stock trading learning platform for people. Also, the branding of the website had been designed uniquely ensuring that it communicates the story of upstox subtly and in first few seconds of visiting the website. In second phase, redesigning website was again challenging as now upstox was taking a front seat as the parent brand and RKSV was going on a back burner. We continued to use the brand colors and introduced upstox colour in all interactions and ensured that brand reinforcement was still in focus. Another, interesting thing to notice about the website is the way it has been made interactive using illustrations, icons and subtle animations which breaks the monotony of the data driven website.

OPERATION / FLOW / INTERACTION:
Upstox has a very intuitive flow focusing on the two products that they offer. It is built around the trust factor and hence drives high importance on the 'About Us' section of the website and along with it very high importance have been given to the features of each tools and how they are responsive in nature. The easy to calculate tools are readily available on the website and helps users to calculate savings on real time.

PROJECT DURATION AND LOCATION:
The 1st phase of project started in 2015 in Bangalore. The 2nd phase of project started in 2016 in Bangalore and finished in 3 months.

PRODUCTION / REALIZATION TECHNOLOGY:
Upstox designs were extremely critical as they demanded data visualization. We used icons, illustrations and animations to give the high-end feel and simplify the concepts to the users. The Frontend team coded the website using jquery, svg animations, javascript, html5, canvas & css (sass). UX team used sketch for creating wireframes.

SPECIFICATIONS / TECHNICAL PROPERTIES:
We designed UX, UI and Front-End Development for the website

TAGS:
SVG Animation, Illustration, Icons, Website Design, FinTech Design, Flat Design

RESEARCH ABSTRACT:
We had 3 types of research for this project: One was understanding the business & competition through stakeholders & web based research. Second, was user research (questionnaire, focus interview & group discussions) and third being the competitors analysis. Our users were broadly categorised into : layman and pro traders. insight drawn was we required to cut the competition through providing two separate products with distinctive features for our audience and the regular people required an additional support that would enable them to learn trade at marginalised cost.

CHALLENGE:
Being strategic data driven company, the information had to always be the centre of design. Second, Upstox was to be rebranded as the parent company. Third, we had to communicate the USP of Zero Brokerage without making it look like an advertisement, also, ha t o make the trust factor flow in each page of the website. At last the whole elements had to be made extremely interactive and appealing to the entire user base. .

ADDED DATE:
2017-03-21 07:26:47

TEAM MEMBERS (3) :
Lead UI Designer: SATHISH NATARAJAN, Lead FED: Sibi Chakravarthy S. and FED: Priyanka Naik

IMAGE CREDITS:
LOLLYPOP DESIGN STUDIO, 2016.

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CLIENT/STUDIO/BRAND DETAILS
NAME:
Upstox

PROFILE:
UpStox is the trading platform offered by RKSV, headquartered in Mumbai, India. It aims to encourage investors by enabling people to buy and sell stocks at 0% brokerage. It makes it extremely easy for users to place orders through mobile, tablets as well as web browser. The product has grown extremely big and successful and RKSV this time wants to merge the RKSV and UpStox into one platform, making it a Parent brand itself.

NOMINATION DETAILS

Upstox Website by Lollypop Design Studio is a Nominee in Website and Web Design Category.

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AWARD DETAILS

Upstox Website by Lollypop Design Studio is Winner in Website and Web Design Category, 2016 - 2017.



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