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OVERVIEW
Redesign of Upstox’s Homepage and About page for IPL launch 2023. We also explored helping investors and traders use the upstox website as a tool for in depth market coverage, analysis and financial tools to help navigate the stock market
TARGET AUDIENCE
70% of users using the current mobile platform were traders aged 35 - 45 years of age. We wanted to drive that audience to the website.
Setting the Design Language
We built our current style and design language based on the pre-existing style guide that Upstox was currently using. We pitched a few slight enhancements in terms of usage and bolder use of colours.
Inter
font
Light, Regular, Semibold, Bold
Purple
#4D248F
Teal
#0E9AA7
Yellow
#E79D0D
Aa
Orange Red
#DB542A
Green
#148564
Brown
#8B6957
UI DESIGN
We made sure to seamlessly integrate the new designs with the older, existing versions of the website so as not to make the switch more jarring for the users.
Widget based approach
We created a widget based approach for the website, that would be personalized based on the user profile, their goals, time of the market etc. and the widgets themselves would be modular in fashion, expanding and collapsing to showcase information.
This approach helped make the website more scalable and the customisation was a huge value add for the current website.
Dynamic illustration and interaction
Keeping in line with Upstox’ design language, while aiming to be more clean, minimal and relatable, we worked to develop a unique illustration style that talks to the audience.
UI TEAM
Pradhiksha
Suvetha
UX TEAM
Doris Santhus
Kaviya R Prasad
ILLUSTRATION TEAM
Varsha S
Jithin Prasad
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