Driving Organic Growth: Helping Auto Drivers Own Gold

Driving Organic Growth: Helping Auto Drivers Own Gold

High Level Overview

Gullak, a gold savings app, envisioned to grow its user base organically through partnerships. Their pilot collaboration was with Namma Yatri, a transportation app, where they helped the driving partners save in gold coins. The objective was to help low income users value investment and retain them for long term.

High Level Overview

Gullak, a gold savings app, envisioned to grow its user base organically through partnerships. Their pilot collaboration was with Namma Yatri, a transportation app, where they helped the driving partners save in gold coins. The objective was to help low income users value investment and retain them for long term.

Steps Involved

Steps Involved

My Role

My Role

  • Led the problem framing, scoping and design execution for the third part party integration from zero to one

  • Documented the process and helped planning the project roadmap

  • Documented the process and helped planning the project roadmap

  • Conducted secondary and primary research to understand user motivations and expectations

  • Conducted secondary & primary research to understand user motivations & expectations

Target Audience

Target Audience

Target Audience

"Auto Anna" : Gig Workers

"Auto Anna" : Gig Workers

Team

Team

Team

1 Manager, 2 Designers

1 Manager, 2 Designers

Some Context

Some Context

We Love Gold

Gold has a very significant cultural and financial importance in India. Gold is often preferred over stocks, bonds or even mutual funds. Simply because Gold can be status symbol, gift and most importantly - an emergency fund.

But It's Expensive

Gold is still not accessible to most due to its high cost. Gullak, India’s top gold savings app, and Namma Yatri, India’s first open mobility app, wanted to make owning gold easier for auto annas

Some Context

We Love Gold

Gold has a very significant cultural and financial importance in India. Gold is often preferred over stocks, bonds or even mutual funds. Simply because Gold can be status symbol, gift and most importantly - an emergency fund.

But It's Expensive

Gold is still not accessible to most due to its high cost. Gullak, India’s top gold savings app, and Namma Yatri, India’s first open mobility app, wanted to make owning gold easier for auto annas

Step 1: Pre Design Basics

Step 1: Pre Design Basics

Brief: Acquire Users Organically

As Gullak continues its journey they wanted to expand their horizons and organically grow their user base. They partnered with Namma Yatri who identified an intent for saving among driving partners. They wanted to explore the possibility of expanding in that direction.

Step 1: Pre Design Basics

Brief: Acquire Users Organically

As Gullak continues its journey they wanted to expand their horizons and organically grow their user base. They partnered with Namma Yatri, who identified an intent for saving among driving partners. They wanted to explore the possibility of expanding in that direction.

Started With Research

Once the brief was shared, as first steps I started to break down the problem and began to do research on the financial behaviours, motivations and aspirations of this target audience.

My Initial Questions

What motivates low income workers?

Where do these folks invest?

What helps them trust a savings scheme?

How do they perceive financial health?

Interacting With My Drivers

I also took the initiative to hold conversations with my auto drivers to understand. I asked them:

I also took the initiative to hold conversations with my auto drivers to understand. I asked them:

Do they save? If yes, then how?

What is their associations with Gold?

What are some of their aspirations?

Insights I Gathered

Education and weddings are big motivation factors

Trust in banks is very higher, hence fixed deposits are preferred

Trust in banks is very higher, thus fixed deposits are preferred

Gold is a very aspirational asset for most gig workers

Started With Research

Once the brief was shared, as first steps I started to break down the problem and began to do research on the financial behaviours, motivations and aspirations of this target audience.

My Initial Questions

What motivates low income workers?

Where do these folks invest?

What helps them trust a savings scheme?

How do they perceive financial health?

Interacting With My Drivers

I also took the initiative to hold conversations with my auto drivers to understand. I asked them:

Do they save? If yes, then how?

What is their associations with Gold?

What are some of their aspirations?

Insights I Gathered

Education and weddings are big motivation factors

Trust in banks is very higher, hence fixed deposits are preferred

Gold is a very aspirational asset for most gig workers

Step 2: Applying Learnings

Step 2: Applying Learnings

Solving For Trust In Onboarding

Onboarding was the space where we had to speak to the users, highlight our USP and make our mark onto them. Hence it became one of the most important segments. I started by writing some "How might we's"

  1. How might we communicate the benefits & offerings of Gullak during onboarding

  2. How might we make the onboarding engaging for the users

Step 2: Applying Learnings

Solving For Trust In Onboarding

Onboarding was the space where we had to speak to the users, highlight our USP and make our mark onto them. Hence it became one of the most important segments. I started by writing some "How might we's"

  1. How might we communicate the benefits & offerings of Gullak during onboarding

  2. How might we make the onboarding quicker and faster for the user

Simplifying First Investment

We wanted to allow this TG to save slowly over a period of time with SIP only, unlike the original flow where Onetime investment was also available. This is because in research we learnt that:

We wanted to allow this TG to save slowly over a period of time with SIP only, unlike the original flow where Onetime investment was also available. This is because in research we learnt that:

This TG prefers to save smaller amounts over time as compared to a big one time investment

They dont trust institutions easily, so getting them to invest big money would be difficult

Simplifying First Investment

We wanted to allow this TG to save slowly over a period of time with SIP only, unlike the original flow where Onetime investment was also available. This is because in research we learnt that:

This TG prefers to save smaller amounts over time as compared to a big one time investment

They dont trust institutions easily, so getting them to invest big money would be difficult

Leading Tough Conversations

Currently Gullak users choose investment plans before setting up their SIP. For a this SDK, Gullak's team preferred a similar flow. However, our new target audience differed significantly from our usual financially savvy users. They might not be able to understand the nuances of each plan.

Recognising this, I proposed an alternative approach. Instead of presenting the options directly, we would show users the projected amounts based on their SIP configuration. This visual comparison would help them understand the benefits better, encouraging them to choose the 4% plan for higher returns and longer retention.

Leading Tough Conversations

Currently Gullak users choose investment plans before setting up their SIP. For a this SDK, Gullak's team preferred a similar flow. However, our new target audience differed significantly from our usual financially savvy users. They might not be able to understand the nuances of each plan.

Recognising this, I proposed an alternative approach. Instead of presenting the options directly, we would show users the projected amounts based on their SIP configuration. This visual comparison would help them understand the benefits better, encouraging them to choose the 4% plan for higher returns and longer retention.

Step 3: Testing With Users

Step 3: Testing With Users

Rapid Testing: Wins & Failures

We conducted a user test with 15 participants once we were done with the first iteration of the flow. We let them experience the full journey, noted down friction points and answered any questions they had.

Wins

  • There was a intent to save for goals like marriage, education, vehicle etc

  • They were excited about potential savings in the long term

  • Withdrawal in jewellery and gold coins was prioritised over cash

Failures

  • Understanding the difference in 3% and 4% plan offering was difficult

  • They were unsure about the guarantee/protection of the gold

  • Their interest was skewed more towards withdrawal than saving

After the tests we brainstormed on how we can rethink the solution. We recognised that we needed:

A stronger value prop that was more relatable

A way to motivate them to achieve their goals and not withdraw in the middle

A saving journey which was easier to understand, repeat and had quicker rewards

Step 3: Testing With Users

Rapid Testing: Wins & Failures

We conducted a user test with 15 participants once we were done with the first iteration of the flow. We let them experience the full journey, noted down friction points and answered any questions they had.

Wins

  • There was a intent to save for goals like marriage, education, vehicle etc

  • They were excited about potential savings in the long term

  • Withdrawal in jewellery and gold coins was prioritised over cash

Failures

  • Understanding the difference in 3% and 4% plan offering was difficult

  • They were unsure about the guarantee/protection of the gold

  • Their interest was skewed more towards withdrawal than saving

After the tests we brainstormed on how we can rethink the solution. We recognised that we needed:

A stronger value prop that was more relatable

A way to motivate them to achieve their goals and not withdraw in the middle

A saving journey which was easier to understand, repeat and had quicker rewards

Evolution: Our New Hero "Gold Coin"

Gold coin as a hero not only aligned with the insights we had gathered earlier, it also bridged the gaps we identified during user tests

Its aspirational value motivates users to save longer

It is a simpler, easier to understand savings plan

Faster reward with long term delight

Evolution: Our New Hero "Gold Coin"

Gold coin as a hero not only aligned with the insights we had gathered earlier, it also bridged the gaps we identified during user tests

Its aspirational value motivates users to save longer

It is a simpler, easier to understand savings plan

Faster reward with long term delight

Step 4: Finalising Solution

Step 4: Finalising Solution

User's Impression Of V2

After the fleshing out the second iteration we went to testing with another set of users. This time the cohort was about 20 people. We silently observed while they went through the journey. It was quite nerve wrecking but the outcome was comforting.

After the fleshing out the second iteration we went to testing with another set of users. This time the cohort was about 20 people. We silently observed while they went through the journey. It was quite nerve wrecking but the outcome was comforting.

17/20

17/20

Understood the full offering

03/20

03/20

Had issues with language

20/20

20/20

Wanted to start saving ASAP

Step 4: Finalising Solution

Impression Of V2

After the fleshing out the second iteration we went to testing with another set of users. This time the cohort was about 20 people. We silently observed while they went through the journey. It was quite nerve wrecking but the outcome was comforting.

17/20

Understood the full offering

03/20

Had issues with language

20/20

Wanted to start saving ASAP

SIP Creation Flow V2

Design x Development

Design x Development

Design x Development

Streamlining Hand-Off

Streamlining Hand-Off

This was a very fast paced epic for Gullak. While we were mainly using the Gullak Design System, we had to add new components and styles in run time. To make sure development is hand in hand with design, we started by handing of on a components level.

This was a very fast paced epic for Gullak. While we were mainly using the Gullak Design System, we had to add new components and styles in run time. To make sure development is hand in hand with design, we started by handing of on a components level.

It was a continuous exchange between designers and engineers. In a bi-weekly sync we gave detailed walkthroughs and explained interactions and new components. This helped make development only 3-4 days behind design delivery.

It was a continuous exchange between designers and engineers. In a bi-weekly sync we gave detailed walkthroughs and explained interactions and new components. This helped make development only 3-4 days behind design delivery.

Future Scope

Future Scope

Next Step: Multilingual SDK

The first version of this SDK is set to be launched in english itself. Once the SDK meets the success criteria, the next milestone is to make it multilingual. Our vision is to help partners across all service apps like Urban Company, Swiggy, etc to use Gullak and save in Gold.

Future Scope

Next Step: Multilingual SDK

The first version of this SDK is set to be launched in english itself. Once the SDK meets the success criteria, the next milestone is to make it multilingual. Our vision is to help partners across all service apps like Urban Company, Swiggy, etc to use Gullak and save in Gold.

Expected Results

First Quarter Target

First Quarter Target

+50K users

+50K users

Expected Gold Investment

Expected Gold Investment

1000 gm

1000 gm

Expected Retention Rate

Expected Retention Rate

80%

80%

Expected Results

First Quarter Target

+50K users

Expected Gold Investment

1000 gm

Expected Retention Rate

80%

Expected Results

First Quarter Target

+50K users

Expected Gold Investment

1000 gm

Expected Retention Rate

80%

Expected Results

First Quarter Target

+50K users

Expected Gold Investment

1000 gm

Expected Retention Rate

80%

Reflecting Back

Reflecting Back

What Did I Learn?

Designing an investment journey for a reluctant audience was a thrilling challenge. In this project, I honed my skills in rapid decision-making, prototyping and habit-forming design. Few of my key learnings:

Relatability fosters trust

Speak to the user in their language

The simpler the better!

Reflecting Back

What Did I Learn?

Designing an investment journey for a reluctant audience was a thrilling challenge. In this project, I honed my skills in rapid decision-making, prototyping and habit-forming design.
Few of my key learnings:

Relatability fosters trust

Speak to the user in their language

The simpler the better!

Driving Organic Growth: Helping Auto Drivers Save in Gold