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GROWW APP �PRODUCT TEARDOWN

Done by :

K Adithya Reddy

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GROWW OVERVIEW

  • Industry type : Fin-Tech
  • Found Date : 2016
  • Founders : Harsha jain, Ishan Bansal, Lalit Keshre, Neeraj Singh
  • Funding Round : 393M$ over 8 rounds Series E
  • Annual Revenue : 50.0M$ - 75.0M$
  • Unicorn Status : April 2020
  • Avg Monthly Downloads : 58,700

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WHAT DOES GROWW DO ?

  • Groww app is one of the fastest-growing investment platforms in India with 90+ lakh customers. Groww started in 2016 as a direct mutual fund platform. Currently, the Groww app allows investors to trade and invest in Stocks and Mutual funds. The company is in different phases of testing for US Stocks, Digital gold, and Fixed Deposits that it soon aims to add to the Groww app.

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  • Groww app is a smartphone trading app available for free to all its customers. It is an intuitive trading app with a simple design and clean user interface that makes the trading experience swift, easy, and convenient.

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COMPETITOR ANALYSIS

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ANGELONE

GROWW

UPSTOX

ZERODHA

Active Users

3657550

3847955

5215523

6277434

Market Captured

10.15

10.7

14.5

17.5

Bounce Rate

61.27

45.67

40.39

20.85

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MARKET LEADER (ZERODHA) VS GROWW

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USER SEGMENTS

  • INVESTOR : Targets on medium to long term gains

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  • TRADER : Immediate to short term gains

GROWW OFFERINGS TO DIFFERENT USER SEGMENTS

INVESTOR

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  • STOCKS
  • ETF
  • MUTUAL FUNDS
  • COMMODITIES

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TRADER

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  • STOCKS
  • FUTURES
  • OPTIONS
  • COMMODITIES

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USER JOURNEY MAPPING

Investor

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Wakes up at 7:00 am, quickly checks phone for notifications, goes to workout and cooks his breakfast at 8.30 am. Connects with his friends to understand their views on markets & situations. Reads news and follows experts to shortlist few investments, Does a risk check as per understanding invests money in to different investment options.

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Trader

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Wakes up at 7:00 am, quickly checks phone for early remainders / missed calls, Does a basic workout to improve focus. Checks the other countries nifty which open faster than India. Cooks and eats breakfast by 8:00 am. Starts daily analysis and chart reading at 8:30 am. Prepares his trading plan by 9:00 pm. Takes trade as per the trading plan, Goes on trading till the market closes.

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Customer Onboarding

Journey

Investor Journey

Trader Journey

Referral Journey

USER’S JOURNEY

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USER PERSONAS

Rakesh

Age : 24

Software Engineer

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BIO

Rakesh is a 24 year. Old software engineer, who is willing to start his investment journey. He is not interested in trading. He believes in long term investments.

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MOTIVATION

Wealth creation in Long term and low risk investments.

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Pain points

Rakesh is a beginner in his investment journey and finding right option to invest has become very difficult.

Savitha

Age : 25

UX designer

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BIO

Savitha is a 25 year. Old UX designer, She majorly works as a freelancer and she wants to create wealth from trading/investing. She has 10 years experience in trading/investing.

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MOTIVATION

High risk-reward intraday trading for wealth creation.

Pain points

Savitha has faced technical issue with multiple brokers as the app or website crashed, the customer support were not responsive

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PERSONA PAIN POINTS AND IDEAS

GOOD

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BAD

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IDEAS

SMOOTH ONBOARDING, NO GLITCHES, CLEAN INTERFACE.

NO INDICATION ON HOW MANY STEPS LEFT, GENERAL APPREHENSIONS WHEN PROVIDING COFIDENTIAL INFORMATION.

A QUICK MESSAGE TO SHOW THAT GROW IS TRUSTED BY ( X ) NO. OF PEOPLE.

A VISUAL TO SHOW THE PROGRESS IN ONBOARDING STEPS.

CLEAN UI, EASY TO UNDERSTAND, PROVIDES IMPORTANT HIGHLIGHTS, ELEGANT DASHBOARD.

NO IDEA HOW TO WALKTHROUGH THE APP- ABOUT AVAILABLE FEATURES, NO GUIDANCE AFTER INITIAL ONBOARDING FOR BEGINNERS.

INTRO TOUR OF APP EXPLAING USER THE MOST IMPORTANT BUTTONS USED ON THE APP.

GUIDED HELP ARTICLES/ FAQ’S.

ONBOARDING

MAKING 1ST INVESTMENT

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FEATURES THAT ARE BUILT ON IDEAS

IMPROVE USER ONBOARDING

STEP PROGRESS

GROWW TRUST

REAL TIME COUNT OF TRUSTED USERS.

INTRO TOUR

A HELPING HAND TO WALKTHROUGH ALL THE AVAILABLE FEATURES OF GROW.

GROWW ACADEMY

A REPOSITARY OF CURATED CONTENT THAT WILL HELP USERS TO LEARN AND MAKE INVESTMENTS ON THEIR OWN.

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PRIORITIZATION OF THE FEATURES ( KANO MODEL )

SMALL WIN

BIG WIN

BIG EFFORT

SMALL EFFORT

GROWW TRUST

INTRO TOUR

GROWW ACADEMY

EFFORT

WIN

FEATURE

SMALL

BIG

INTRO TOUR

SMALL

SMALL

GROWW TRUST

BIG

WIN

GROWW ACADEMY

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METRICS

  • USER SIGNUP # OF SIGNUPS / # OF DOWNLOADS

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  • INTRO TOUR # OF CLICKS / # OF SINGUPS

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  • GROWW # OF ARTICLES, POSTS, VIDEOS VIEWED

ACADEMY TIME SPENT READING OR WATCHING

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END OF PRODUCT TEARDOWN