

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"
How might we communicate the benefits & offerings of Gullak during onboarding
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"
How might we communicate the benefits & offerings of Gullak during onboarding
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!
I'm available
Let's Connect
and create something amazing together
Contact me @masih.raj9@gmail.com | +91 9557894232
Let's Connect
and create something amazing together
Contact me@
masih.raj9@gmail.com
+91 9557894232
I'm available
Let's Connect
and create something amazing together
Contact me @masih.raj9@gmail.com | +91 9557894232
I'm available


Driving Organic Growth: Helping Auto Drivers Save in Gold









