Product sense · Team capstone
Zerodha
How to bring first-time investors onto Zerodha. A capstone that placed third.
Role
Team of three
Type
Capstone, product sense
Program
Product Space, 2024
Result
3rd place
The brief
Attract first-time investors to Zerodha.
Who it is for
A 22-year-old engineer
A newcomer to investing, the persona closest to the brief.
A 38-year-old full-time trader
An experienced user, included as a contrast.
Approach
1
Research
23+ interviews across four apps.
2
Journey map
Twelve problems, tied to real screens of the Kite app.
3
Solutions
Six ideas, each with a stated trade-off and risk.
4
Metrics
A table with numeric targets and a review cadence.
What I proposed
→Faster, simpler onboarding, drawn on the actual Kite app.
→Payment notifications and clearer withdrawals.
→Company data and news inside the app.
→Personalised buy, hold and sell recommendations, ranked highest.
→A trade-offs slide naming a risk for each: information overload, privacy exposure, notification fatigue.
How success was measured
+25%
Sign-up conversion
−50%
Onboarding time, under 5 minutes
<10%
Drop-off during onboarding
If I revisited it
→Tie every solution to the brief. Only onboarding directly acquires new investors, and Varsity, Zerodha’s free education platform, is the obvious beginner lever.
→Check the research percentages against the sample size, and source and date the market statistics.
→Test the personalised recommendations against SEBI’s rules on investment advice.
→Confirm that KYC, not sign-up friction, is the real bottleneck before targeting a five-minute flow.
→Measure activation, such as a funded account and a first trade within a set number of days, not engagement time.
Read the full document
Next
Magicbricks →