Groww Smarter
Enhancing Investment Decision-Making with
AI-Powered Recommendations in the Groww App
Field
UI & UX
Team
Individual
Introducing Smarter , your AI-powered assistant in the Groww app. Groww Smarter is designed to simplify investing by offering tailored recommendations, proactive insights, manipulate predictions and educational support to help you navigate complex financial decisions. Whether you're a beginner or a seasoned investor, Groww Smarter ensures you stay confident, informed and on track to achieve your financial goals through AI predictions and control.
The project explores enhancing user experience in the Groww investment app by addressing common challenges faced by investors, such as information overload, lack of confidence, and difficulty interpreting market trends. The project aims to redefine how users interact with investment platforms by introducing innovative features that cater to both beginner and experienced investors. The focus lies on creating an intuitive, engaging, and user-centric solution that empowers users with control over predictions and recommendations, enabling them to make informed financial decisions and achieve their goals seamlessly.
Objective
To design and implement an AI-powered feature in the Groww app that provides personalized investment recommendations, helping users make informed decisions, optimize their portfolios and achieve their financial goals.
Background
The rise of digital investment platforms has made investing more accessible to the masses.
Many users, particularly beginners, struggle with understanding market trends, portfolio management and decision-making.
Existing apps like Groww, Zerodha provide basic recommendations but lack personalized AI-driven insights tailored to individual goals.
There is a growing demand for tools that simplify complex financial data and offer actionable advice.
User Behaviour Insights
A significant portion of users abandon platforms due to information overload or lack of guidance.
Users value features that proactively identify potential risks and suggest mitigation strategies.
Preference for tools that align with long-term financial goals rather than short-term market trends.
Beginner investors seek educational support through youtube videos, reels to enhance their confidence and understanding.
Scope
The project focuses on improving user engagement through AI-driven insights to provide dynamic portfolio recommendations, ensuring the solution is intuitive, accessible and goal-oriented.
Riya Sharma
Age: 29
Occupation: Advertising
City: Bengaluru
Riya recently started exploring investments to save for her long-term goals, such as buying a house and retirement. She uses Groww for mutual funds and stocks but feels overwhelmed by the data and unsure about her decisions.
Goal
To achieve financial security through consistent investments.
To understand where and how to invest effectively.
Behavioral Traits
Relies on digital tools for financial planning.
Prefers visually intuitive and straightforward interfaces.
Pain Points
Difficulty interpreting complex charts and market trends.
Lack of confidence in her investment decisions.
Overwhelmed by the volume of information on the app.
Financial Security, confidence,
effective investments
Background
Problem Statement
How might we enable Riya to make informed investment decisions by providing actionable and intuitive AI-driven recommendations that align with their financial goals and risk preferences.
Background
Secondary Research
Peer discussions
Persona
Problem define
Brainstorming
Low fidelity wireframes
High fidelity wireframes
Heuristics evaluation
Problem Statement
Ideate
Prototype
Evaluation Plan
Quick User Persona
High Fidelity Wireframes
Flow 01 introduces the AI assistant, Smarter Interface, facilitating communication with the assistant and receiving investment recommendations. The following dynamic screens provide a detailed overview of this flow.
Flow 01
Smarter icon on app home screen
Interface for Smarter
Feed
News realted to current market situation and basis the user’s past choices & investments
Question/promt Input
Prediction Result
Free flowing chart with tree diagram, help trace back the origin
Manipulate
User can manipulate the search result basis factors which are related to the searched prompt
Recommendation
The result provides with the suggestions and checks whether it aligns with the user’s financial goals and provides insights regarding it.
Predicted Result Data
Interactive data basis the manipulation of factors
Question/promt Input
In-detailed prediction result for a specific article slection
Check Prediction
Manipulating Factors
User can change the factors and check how it might affect their investments
Disclaimer Note
Evaluation Plan
Visibility of system status
Match between system and real world
User control and freedom
Error prevention
Flexibility and efficiency of use
Each heuristic will be rated on a scale to identify critical usability issues. Feedback to be collected through think-aloud sessions, user interviews, and observation notes to pinpoint areas of improvement. The results will guide refinements to ensure the design aligns with user needs, enhances usability, and provides a seamless, goal-oriented experience for Groww users.
To evaluate the effectiveness and usability of the Groww Smarter prototype, a heuristic evaluation will be conducted based on Nielsen's 10 Usability Heuristics. A group of 5-7 target users, including beginner and experienced investors, will interact with the prototype while usability experts observe and evaluate its performance. The evaluation will focus on key heuristics:
Ongoing Project
Thanks!
