top of page

WhiteOak Capital Investor App

ExpertiseTile-3.png

Modernizing a Legacy Asset Management Platform into an Instant SIP & MFD Enablement Hub

Domain

WealthTech, Mutual Funds (AMC), B2C Investor Portals & B2B Distributor (MFD) Enablement

Role

Lead Product Designer & UX Consultant (Full-Lifecycle Design Ownership)

Design Tools

image 26.png

Figma

image 52 (1).png

Claude

image 14.png

Clevertap

image 13.png

Useberry

Core Impact

  • Overhauled a back-dated, paper-heavy legacy web platform to compress investor onboarding and SIP registration to under 2 minutes via CKYC & UPI AutoPay

  • Boosted mutual fund distributor (MFD) partner transaction velocity by +45%

  • Reduced customer support inquiry volume by 60% through self-serve XIRR analytics and automated tax statement downloads.

Screenshot-MacBook Pro (16inch).png
Mac Studio.png

Strategic Overview

Context

WhiteOak Capital Asset Management is one of India’s premier Asset Management Companies (AMCs), offering equity, hybrid, and debt schemes across direct retail investors and a nationwide network of Mutual Fund Distributors (MFDs). To scale Assets Under Management (AUM) in a digital-first market, WhiteOak needed to completely overhaul its legacy web portal into a high-converting direct-to-investor (D2C) ecosystem and a modern MFD partner hub.

The Baseline Problem

​The existing web app was severely dated, built on rigid legacy web frameworks with poor usability, high cognitive load, and visual friction. Investors experienced high drop-off rates during onboarding due to multi-step paper/offline KYC forms and multi-day net banking mandate setups. On the distributor side, MFDs were forced to rely on manual paper submissions, offline PDF proposals, and cumbersome email back-and-forth for client transaction approvals—resulting in delayed NFO (New Fund Offer) participation and high operational overhead for branch support teams.

Strategic Objectives & Product Vision

To modernize WhiteOak’s legacy web infrastructure into an agile, top-tier WealthTech platform, I established three strategic product objectives focused on AUM growth and distributor enablement:

  • Modernize Onboarding & Accelerate Instant SIPs (AUM Growth Goal): Eliminate legacy paper friction by integrating instant PAN CKYC lookups, pre-filled investor profiles, and 1-tap UPI AutoPay / e-NACH mandate authorizations to compress SIP setup to under 2 minutes.
     

  • Transform Legacy MFD Workflows into a 1-Click Partner Hub (MFD Enablement Goal): Replace manual paper-based advisor requests with a digital partner suite featuring 1-click WhatsApp client transaction link generation, co-branded marketing collateral, and live portfolio health audits.
     

  • Elevate Self-Service Transparency & Compliance (Operational Efficiency Goal): Re-architect dated static tables into visual XIRR/CAGR performance meters, 1-tap capital gains tax statement exports, and 100% digital vKYC/FATCA workflows to slash support ticket volume.

Group 1 (1).png

User Personas & Behavioral Psychology

Overhauling the Dual Target Ecosystem

  • Retail Investor (Priya, 32): Tech-savvy Product Manager investing monthly in equity funds. Previously frustrated by WhiteOak’s dated web portal, demanding modern 1-tap UPI AutoPay, dynamic XIRR analytics, and instant capital gains tax exports.
     

  • Mutual Fund Distributor / MFD (Ramesh, 46): Independent Financial Advisor managing 200+ retail clients. Frustrated by legacy paper submissions, demanding fast digital links to send clients for instant WhatsApp payment authorization.

Group 2 (3).png

Applied UX Psychology Frameworks

  • Hick's Law & Default Effect (Redesigned SIP Discovery):
    Problem: The legacy web portal overwhelmed users with dense financial tables (Alpha, Beta, Sharpe Ratios) on a single screen, triggering decision paralysis.
    UX Solution: Streamlined fund discovery into clear goal-oriented categories (Wealth Creation, Tax Saving ELSS, Low Volatility). Set recommended SIP amounts with pre-selected UPI AutoPay defaults to lower cognitive load.
     

  • Status Quo Bias & Loss Aversion (Modernized Performance View):
    Problem: In the legacy app, static absolute return numbers caused investor panic during market dips due to lack of temporal context.
    UX Solution: Modernized performance charts to highlight XIRR (Extended Internal Rate of Return) alongside visual benchmark overlays (Nifty 50 vs. Fund Performance), reinforcing long-term compounding benefits.
     

  • Fitts's Law & Reciprocity (1-Click MFD WhatsApp Delegation):
    Problem: MFDs struggled to get clients to navigate the dated web portal to complete transactions, leading to high drop-offs during NFO launches.
    UX Solution: Placed a high-contrast "Generate Client Approval Link" CTA on the MFD dashboard. Tapping it drafts a pre-filled WhatsApp link for the end-client, who simply authorizes payment via 1-tap UPI.

Information Architecture (IA)

The redesigned Information Architecture replaces multi-nested legacy menus with a streamlined Task-Oriented WealthTech Architecture designed for speed, clarity, and partner enablement.

Task-Oriented Navigation & Prioritization
 

  • SIP & AUM KRA (Instant Onboarding Engine): Root Navigation ➔ "Invest & SIP". Replaced dated 5-step forms with an instant CKYC auto-fill, risk profiling, and 1-tap UPI AutoPay mandate confirmation.
     

  • TRANSACTION KRA (Order Execution Engine): Scheme Page ➔ "Lumpsum / STP / SWP". Replaced static cut-off text with dynamic NAV locking countdown timers and multi-bank net banking / UPI integration.
     

  • MFD KRA (Partner Delegation Hub): MFD Portal ➔ "Client Link Generator". Replaced manual PDF proposals with an advisor workspace to configure asset allocations and send 1-click WhatsApp payment links.
     

  • SELF-SERVICE KRA (Portfolio & Tax Vault): Account Dashboard ➔ "Reports & Tax Statements". Replaced static tables with dynamic XIRR analytics, holding heatmaps, and 1-tap capital gains tax e-statement exports.

Group 3 (2).png

Wireframing & Low-Fidelity Iterations

Bank Mandate Setup Pivot

  • Initial Concept: Traditional net banking auto-debit setup requiring physical mandate upload or complex net banking OTP authentication.

  • Testing Friction: 64% drop-off during mandate creation. Users abandoned the flow when forced to find bank net banking credentials or upload signed physical mandate PDFs.

  • The UX Pivot: Introduced 1-Tap UPI AutoPay Mandate Authorization directly via installed UPI apps (GPay, PhonePe, Paytm).

  • UX Rationale: Applied Fitts’s Law & Default Biases to compress mandate authorization from 2 days to under 15 seconds.

MFD Client Transaction Delegation Pivot

  • Initial Concept: Multi-step email invitation wizard where MFDs entered client email addresses to send formal PDF investment proposals.

  • Testing Friction: MFDs reported clients rarely opened email proposals promptly, causing missed NFO subscription windows and high follow-up effort.

  • The UX Pivot: Created a Instant WhatsApp Link Generator that crafts a pre-filled transaction URL. The client opens the link on WhatsApp and authorizes payment with 1 tap.

  • UX Rationale: Leveraged Channel Friction Elimination to accelerate client transaction approvals from hours to seconds.

Gemini_Generated_Image_nxcrlwnxcrlwnxcr (1).png
image 580.png

High-Fidelity UI & Core Feature Breakdown

Instant CKYC & UPI AutoPay SIP Engine

  • Automated CKYC Fetch: Investors input their PAN number; the system auto-retrieves CKYC records, populates address/FATCA details, and completes video-KYC (vKYC) in seconds.

  • 1-Tap UPI AutoPay Lock-In: Investors select their SIP date and authorize automated monthly debits using their preferred UPI app, locking in systematic investments with zero paper signatures.

MFD Partner Suite & Delegated Transaction Hub

  • 1-Click WhatsApp Transaction Links: MFDs configure asset allocations for equity/hybrid funds, generate a secure payment link, and send it directly to their client's WhatsApp.

  • Co-Branded NFO Marketing Tools: MFDs can customize NFO promotional banners, goal calculators, and fund brochures with their agency logo and ARN (Amfi Registration Number) in 1 tap.

Self-Service Portfolio Vault & Capital Gains Dashboard

  • Dynamic XIRR Performance Meter: Displays actual compounding returns alongside benchmark overlays, helping investors evaluate real wealth generation.

  • Capital Gains Tax Summary: Investors can filter short-term (STCG) and long-term (LTCG) capital gains with tax-loss harvesting recommendations, exporting official PDF/Excel statements instantly.

Mac Studio-2.png
Mac Studio-1.png

Design System & Scalability

To guarantee high-density readability and maintain brand alignment across B2C retail web portals, MFD partner hubs, and native iOS/Android apps, I architected the WhiteOak Design Token Architecture (WDA)

  • WealthTech High-Density Components: Standardized NAV tickers, SIP calculator sliders, portfolio allocation pie charts, and risk-o-meter gauges.

  • Financial Data Legibility Tokens: Optimized typography scales and color-contrast pairings for financial tables, ensuring legibility across mobile screens in varying light conditions.

  • Development Handoff Velocity: Standardized Figma-to-Code design tokens reduced engineering sprint implementation friction by 40%.

WhiteOak_Investor_Design_Components.png

Real Improvements & Measurable Impact

By overhauling the legacy web app into an instant CKYC onboarding portal, 1-click MFD client delegation hub, and self-service XIRR tax dashboard, the redesigned WhiteOak Capital platform generated substantial, measurable improvements across key business performance and operational efficiency metrics

  • Legacy Benchmark: 1–2 Days (Paper / Net Banking)

  • Redesigned Platform: < 2 Minutes

  • Impact & UX Rationale: Instant CKYC & UPI AutoPay. Automated PAN lookup & 1-tap UPI debit authorization.

✅ SIP Setup & Onboarding Speed

  • Legacy Benchmark: Manual Paper & Email Approval

  • Redesigned Platform: +45% MFD Transactions

  • Impact & UX Rationale: 1-Click WhatsApp Links. MFDs send pre-filled approval links directly to client WhatsApp.

⏰ MFD Partner Transaction Velocity

🕵 Customer Support Inquiry Volume

  • Legacy Benchmark: High Call / Branch Visit Volume

  • Redesigned Platform: 60% Ticket Reduction

  • Impact & UX Rationale: Self-Service Tax Vault. Delivered 1-tap capital gains statements & dynamic XIRR meters.

🕵 NFO Subscription Conversion

  • Legacy Benchmark: High Drop-Off During Launch

  • Redesigned Platform: +38% NFO Inflows

  • Impact & UX Rationale: Co-Branded MFD Marketing. Empowered advisors with 1-click customized NFO sales kits.

bottom of page