HomeNBP Funds had a digital presence, but account opening was manual, requiring branch visits and paperwork, causing delays and frustration. To meet user expectations, onboarding needed to be modernized for better accessibility, efficiency, and satisfaction.
Role
Researcher & Product Designer
Industry
Investment & Finance
Problem Statement
NBP Funds' manual onboarding created friction, discouraging investors. Key issues:
- Branch visits required – No remote onboarding.
- Complex paperwork – Prone to errors and delays.
- No real-time tracking – Users lacked process visibility.
Purpose & Context
- Eliminating physical paperwork with an end-to-end digital process.
- Enhancing usability through a guided, intuitive journey.
- Introducing real-time tracking for transparency and efficiency.
- Ensuring compliance while improving accessibility.
Role & Responsibilities
- User Research – Identified pain points & friction areas.
- Onboarding Redesign – Created a smooth, digital-first flow.
- Wireframing & Prototyping – Tested usability improvements.
- Stakeholder Collaboration – Ensured feasibility & compliance.
- UI/UX Optimization – Enhanced engagement & conversion.
Scope of Work and Sprint Timeline
All the activities involved in the design sprint displayed over a 10 Weeks timeline
We redesigned NBP Funds' onboarding, replacing manual processes with a seamless digital experience across web and mobile. The project ran for 8–10 weeks, with 6 weeks focused on design, ensuring efficiency, accessibility, and compliance.
Empathize
Current Feature Breakdown
Competitive Analysis
User flow Analysis
Feature Analysis
User Tesing
Define
Synthesizing Date
User Personas
Empathy Maps
User Journey Map
Ideate
Paper Sketches
Crazy 8s
Moodboarding
Wireframes
Prototype
Visual Designs
Style Guide
Responsive Designs
Design Language
Prototypes
Test
User Test Flow
Design Validation
Product and User Research
Define Flows and Principles
Sketch solutions
Design and Prototype
Test the MVP Flow
Phase 1: Research & Understand
What we learned:
- Manual onboarding was a major barrier, requiring physical visits, paperwork, and long processing times.
- Users struggled with complex forms, lack of guidance, and no real-time tracking.
- Drop-off rates were high due to friction in the account opening process.
- Investors needed better visibility into their application status and transactions.
- Users preferred simplified digital experiences, similar to mobile banking apps.
- Trust & security concerns were key in financial decision-making.
Activities conducted:
See the detailed processCompetitive Analysis
❌ Navigation is confusing, too many steps
❌ No real-time transaction feedback
✅ Transaction history available but not interactive
❌ No personalization or investment suggestions
- Slow & manual KYC process
- No push notifications
- No recommendations
✅ Personalized investment recommendations
✅ Mobile app UX optimized for quick actions
✅ Well-structured dashboards with real-time insights
- No biometric verification
- Tedious Investment process
✅ App-first approach, fast onboarding
✅ AI-driven insights for investment planning
✅ Push notifications for portfolio updates
- No mobile-based verification
- No interactive customer support
✅ Intuitive dashboards for easy tracking
✅ AI-powered suggestions for users
✅ Gamified learning for new investors
- No mobile-based biometric verification
- No push notifications for updates
✅ AI-driven personalization
✅ In-app customer support
✅ Quick and seamless transactions
- No in-app customer support
- Lacks personalization in investment planning
Feature Analysis
Web Platform UX/UI
Mobile App Availability
Mobile App UX/UI
Biometric Login
Dark Mode
Moderate
✅ Yes
Moderate
✅ Yes
❌ No
Moderate
✅ Yes
Moderate
✅ Yes
❌ No
Moderate
✅ Yes
Moderate
✅ Yes
❌ No
Moderate
✅ Yes
Moderate
✅ Yes
❌ No
Moderate
✅ Yes
Moderate
✅ Yes
❌ No
Online Account Opening
Onboarding Time (Minutes)
Minimum Investment Required
✅ Yes
~15 min
PKR 500
✅ Yes
~15 min
PKR 500
✅ Yes
~15 min
PKR 500
✅ Yes
~15 min
PKR 500
✅ Yes
~15 min
PKR 500
Mutual Funds Available
Islamic Fund Options
Fixed Income Funds
Index Funds
Real Estate Funds
✅ Yes
✅ Yes
✅ Yes
❌ No
❌ No
✅ Yes
✅ Yes
✅ Yes
❌ No
❌ No
✅ Yes
✅ Yes
✅ Yes
✅ Yes
✅ Yes
✅ Yes
✅ Yes
✅ Yes
❌ No
❌ No
✅ Yes
✅ Yes
✅ Yes
✅ Yes
❌ No
Online Fund Transfer
Bill Payment Integration
QR Code Payment
✅ Yes
✅ Yes
❌ No
✅ Yes
✅ Yes
❌ No
✅ Yes
✅ Yes
✅ Yes
✅ Yes
✅ Yes
❌ No
✅ Yes
✅ Yes
❌ No
Live Chat
24/7 Customer Support
Social Media Response Time
❌ No
❌ No
Slow
✅ Yes
✅ Yes
Fast
✅ Yes
✅ Yes
Fast
✅ Yes
✅ Yes
Medium
✅ Yes
✅ Yes
Fast
Two-Factor Authentication
Regulatory Compliance
✅ Yes
SECP
✅ Yes
SECP
✅ Yes
SECP
✅ Yes
SECP
✅ Yes
SECP
Onboarding Flow & Friction Points Analysis
❌ Office visit required
❌ Form complexity (manual entry, no OCR)
❌ Lack of real-time tracking
⚠️ Limited biometric verification
⚠️ Verification delays in high-traffic periods
❌ Office visit required
User Behavior Analysis
Detailed Insights
1. Drop-Off & Abandonment Trends
- High Drop-Off Rates at the form-filling stage due to complexity.
- Users abandoned the process when they had to visit the branch multiple times.
- Many users started the process but did not complete document submission.
2. User Preferences & Digital Behavior
- Preference for Mobile Over Web: Most users preferred onboarding via mobile apps instead of visiting the website or branch.
- Trust & Security Concerns: Users hesitated to share financial details online without visible security assurances.
3. Common Pain Points & Emotional Frustration
- Users felt overwhelmed by excessive paperwork.
- Lack of guidance made users unsure about the next steps.
- Waiting for approval without updates caused frustration and anxiety.
4. Key Motivations to Complete Onboarding
- The convenience of investing without visiting a branch.
- Fast-track approval would encourage more users to complete onboarding.
- Real-time tracking & support would increase trust and engagement.
Validation
To improve NBP Funds' onboarding and user experience, the design team needed direct feedback on the current onboarding process (manual & digital) and the most common financial transactions users perform.
For this purpose, we conducted remote usability tests with the existing web and mobile platforms to identify pain points, user frustrations, and areas of improvement. Based on the insights gathered, the team will refine the design approach to optimize the experience.
Remote Usability Testing
Goal
Our research objectives were to:
- Understand how users experience and perceive NBP Funds' onboarding process.
- Identify friction points in the account opening journey (manual vs. digital).
- Evaluate user behaviour, expectations, and frustrations regarding key financial tasks.
- Assess the usability, navigation, and information display of the web portal and mobile app.
STUDY TYPE
Remote via video call & screen sharing
LOCATION
Remote
LENGTH
30-45 minutes
PARTICIPANTS
4 users
Interview Questions
To gain deeper insights into user expectations, we structured our interview around the following key questions:
General User Behavior
- Have you ever invested in mutual funds before? If yes, where?
- What influenced your decision to invest in mutual funds?
- Do you prefer using a mobile app or website for financial transactions?
Onboarding & Account Opening
- Have you tried opening an account with NBP Funds before? If yes, was it easy or difficult?
- Did you complete the onboarding process in one go, or did you face any challenges?
- If you abandoned the process, what was the main reason?
Usual Transactions & Digital Experience
- How often do you invest in mutual funds, and what method do you use?
- Have you ever faced difficulties while investing, withdrawing funds, or switching funds?
- Do you feel confident navigating the NBP Funds app/website? Why or why not?
In addition to the interview, we asked users to perform specific tasks to identify usability issues.
User Tasks
In addition to the interview questions, we also asked our users to perform various tasks to identify the problems they were facing.
Task 1: Register & Open an Account
Task 2: Log in to the Online Portal
Task 3: Make an Investment
Task 4: Withdraw Money to a Bank Account
Task 5: Perform a Fund-to-Fund Transfer
Task 6: Explore Investment Dashboard
Phase 2: Define
What we learned:
- Manual onboarding created friction due to paperwork, physical visits, and verification delays.
- Users lacked real-time status updates, leading to uncertainty.
- Navigation and fund management were complex, requiring simplification.
- Users needed clearer investment options and better guidance.
Activities conducted:
See the detailed processSynthesizing Data
Based on our user research, we started synthesizing information and came up with four personas along with their problems statements and empathy maps.
In addition, here are some of the top research insights:
Research Insights
- 1. Accessibility Issues
- Users struggled to access key features like cart and wallet, making transactions difficult.
- Some elements were not easily visible or required unnecessary steps to access.
- 2. Visually Cluttered Categories
- Users liked the side menu categories, but the long, unorganized list caused confusion.
- Some users had difficulty finding specific investment options or financial services.
- 3. Complex Signup Process
- Users found the signup and onboarding flow cumbersome, requiring multiple steps and back-and-forth verifications.
- Many dropped off during onboarding due to friction in document submission and verification.
- 4. Lack of Detailed Information
- Users expected more detailed descriptions of investment options, risks, and expected returns.
- Categories like fund performance, risk factors, and projected growth lacked sufficient details, leading to dissatisfaction.
Persona #1: Ali Khan
Problem Statement
Ali Khan is eager to start investing but finds the digital onboarding process intimidating and complex. The heavy reliance on manual data entry, lack of clear guidance, and overwhelming financial jargon leave him uncertain about how to proceed, ultimately delaying his investment journey.
Ali Khan
The First-Time Investor
About:
A new investor eager to enter the market but overwhelmed by complexity.
Needs
- A simplified, step-by-step onboarding process
- Educational resources to understand mutual funds
- Clear, jargon-free guidance on investment options
Frustrations
- Complex signup processes and lengthy verification steps
- Overwhelming number of choices without proper guidance
Other Activity
- Reads tech blogs; enjoys online gaming.
Current Feelings
- Curious, Anxious
Favourite Brands
- UBL Fund Managers, HBL, MCB Arif Habib
Personality
- Analytical, cautious, eager to learn
Feels?
Overwhelmed by financial jargon and a lengthy signup process.
Eager yet cautious about entering the investment world.
Hopeful that a more user-friendly experience will make investing accessible.
Thinks?
If only the signup were more intuitive, I could dive into investing faster.
I worry about hidden fees or complications in the process.
A digital platform with guided steps would build my confidence.
Says?
I want to start investing, but the process feels overwhelming.
I need clear, simple instructions without too much technical language.
A straightforward, digital onboarding would really help me get started.
Does?
Spends time researching investment options online.
Reads reviews and educational articles about mutual funds.
Compares various digital platforms before making decisions.
Persona #2: Sarah Ahmed
Problem Statement
Sarah Ahmed, with her packed schedule, is frustrated by the slow and cumbersome account registration process. The multiple verification steps, lengthy processing times, and cluttered user interface hinder her from quickly managing her investments, causing her to miss timely opportunities.
Sarah Ahmed
The Busy Professional
About:
A marketing manager juggling work, family, and investments.
Needs
- A quick and efficient digital onboarding process
- An intuitive mobile app for managing investments on the go
- Easy access to financial dashboards and transaction history
Frustrations
- Long wait times during account opening and multiple, cumbersome verification steps
- Cluttered interface that wastes precious time
Other Activity
- Active on social media; attends webinars
Current Feelings
- Stressed, time-constrained
Favourite Brands
- HBL, UBL, MCB Arif Habib
Personality
- Organized, ambitious, pragmatic
Feels?
Frustrated when processes take too long or are not mobile-optimized.
Pressured by a busy schedule yet determined to invest.
Appreciative of digital solutions that save her time and reduce friction.
Thinks?
“Every extra minute in the signup process is a waste of my valuable time.”
“I wish the app could streamline everything from account creation to transactions.”
“An intuitive interface would allow me to monitor my investments on the go.”
Says?
“I don't have time for a complicated onboarding process.”
“I need a mobile app that lets me manage my investments quickly.”
“Real-time updates and easy navigation are crucial for me.”
Does?
Frequently checks her financial app between meetings.
Uses multiple digital tools to manage her busy schedule.
Relies on digital notifications to keep track of transactions.
Persona #3: Bilal Saeed
Problem Statement
Bilal Saeed expects a sophisticated digital platform that provides real-time insights and fast transaction processing. However, the current system's lack of detailed fund performance data, slow verification, and inflexible navigation prevent him from making informed and timely investment decisions.
Bilal Saeed
The Experienced Investor
About:
A seasoned business owner with a diversified investment portfolio.
Needs
- In-depth analytics and personalized investment recommendations
- A comprehensive dashboard with real-time portfolio updates
- Efficient transaction processing for fund transfers and withdrawals
Frustrations
- Lack of detailed fund performance data and slow transaction processes
- Limited digital support for advanced queries
Other Activity
- Follows financial news; attends investment seminars.
Current Feelings
- Confident, demanding
Favourite Brands
- UBL Fund Managers, Al Meezan Investments, HBL Asset Management
Personality
- Decisive, risk-aware, detail-oriented
Feels?
Confident in his investing experience but frustrated by delays.
Demands high performance and transparency from digital tools.
Values precision and expects professional-grade digital experiences.
Thinks?
“Manual processes are a waste of time and could cost me money.”
“A more sophisticated, digital approach could improve my investment decisions.”
“I value platforms that provide personalized, data-driven insights.”
Says?
“I need detailed, real-time insights into my portfolio performance.”
“The platform should offer advanced analytics and swift transactions.”
“I expect a high level of efficiency and transparency from my investments.”
Does?
Monitors financial news and market trends daily.
Actively manages his portfolio and reallocates funds as needed.
Participates in online forums and investment seminars for insights.
Persona #4: Ayesha Malik
Problem Statement
Ayesha Malik, who is cautious and new to investing, finds the onboarding experience confusing and intimidating. The absence of clear, jargon-free explanations and a straightforward process makes her feel insecure about taking the leap into investing, leading her to hesitate in committing her savings.
Ayesha Malik
The Passive Saver
About
A cautious school teacher new to investing who seeks clarity.
Needs
- A clear, step-by-step onboarding process with minimal technical jargon
- Transparent information on returns, risks, and fee structures
- Reassurance through guided support and easy navigation
Frustrations
- Confusing fund descriptions and unclear fee structures
- Lack of straightforward support options and overly complex processes
Other Activity
- Enjoys reading lifestyle content; active in community events.
Current Feelings
- Hesitant, cautious
Favourite Brands
- Al Meezan Investments, MCB Arif Habib
Personality
- Patient, risk-averse, methodical
Feels?
Anxious and hesitant about entering the investment world.
Overwhelmed by technical terms and complex processes.
Hopeful that a simplified, user-friendly platform will help her get started confidently.
Thinks?
“I worry that I might make a mistake if I don't fully understand the process.”
“A clear, step-by-step approach would make me more comfortable investing.”
“I need transparency on returns, risks, and fees to feel secure.”
Says?
“Investing seems complicated—I need a simple, guided process.”
“I prefer platforms that explain everything in plain language.”
“I want to feel reassured about the safety and clarity of my investments.”
Does?
Seeks recommendations from trusted sources before investing.
Reads basic guides on how mutual funds work.
Compares platforms based on clarity and ease of use.
USER JOURNEY MAP
user info
Why can't I open an account online like I do with my bank?
scenario
Ahmed, a salaried professional, wants to open an investment account with NBP Funds. He discovers that the process requires multiple branch visits, paperwork, and long wait times, making him hesitant to proceed.
expectations
- Seamless digital onboarding without visiting a branch.
- Clear guidance & real-time updates on account progress.
- Quick document submission & verification through an online portal.
Stages
User Goals
Touchpoints
Pain Points
Emotions
opportunities
User Learns About NBP Funds
Understand investment opportunities
Website, Social Media, Physical Branches
Lack of digital information, complex brochures
Curious but Confused
Improve online presence with clear, concise details
User Visits Branch
Begin account opening process
Physical Visit, Call to Helpline
Long wait times, lack of guidance, paperwork issues
Frustrated & Anxious
Offer digital pre-registration, appointment booking
Form Collection
Obtain account opening forms
Branch Counter, Downloadable Forms Online
Forms are lengthy and difficult to understand
Overwhelmed
Simplify forms, offer digital submission options
Form Submission & Verification
Submit documents & verify identity
In-person document submission, Manual verification
Multiple trips needed for missing documents
Annoyed & Impatient
Digital document upload & verification
Bank Details Submission
Link bank account for transactions
Physical form submission at branch
Manual process, delays in verification
Frustrated
Enable online bank linking via portal
Fund Transfer & Activation
Activate account & begin investing
Manual fund transfer, Physical receipt confirmation
Processing delays, users unaware of status updates
Uncertain & Nervous
Instant digital confirmation via app/email
First Investment Successfully
Successfully invest in mutual funds
Physical deposit, Verbal confirmation
Unclear process, lack of guidance
Hopeful but Hesitant
Digital dashboard with easy navigation
Post-Investment Support
Track portfolio, withdraw funds
Branch visit, Calling customer support
Need to visit branch for minor queries
Exhausted & Frustrated
Dedicated customer portal & chatbot support
Phase 3: Ideation
What we learned:
- The existing flow lacked guidance; a structured onboarding journey was necessary.
- Users wanted faster onboarding with fewer steps and automated verification.
- Competitor research showed the importance of transparent progress tracking.
- A cleaner UI with clear CTAs improved navigation and conversions.
Activities conducted:
See the detailed processAfter carefully evaluating user needs and pain points, we developed a strategy to enhance NBP Funds' digital onboarding experience. Rather than relying solely on the manual account opening process, we introduced a seamless digital onboarding flow to reduce friction, improve accessibility, and enhance the overall user experience.
Current Flow Starting point
User lands on the NBP Funds website or visits a branch and is directed towards:
- Manual Account Opening (Physical Forms & Branch Visits)
- Verification & Fund Transfer (Multiple Steps & Delays)
- Investment Dashboard Access (After Approval & Activation)
Pain Points
- Complex & Lengthy Process: Users had to visit a branch multiple times for verification & fund transfer.
- Paperwork Overload: The form-filling process was tedious and required manual intervention.
- Unclear Progress Updates: Users were unsure of their application status, causing frustration.
- Navigation Confusion: The onboarding experience was not user-friendly, especially for first-time investors.
Mood boarding & Research
To improve the experience, we studied leading financial platforms and their digital onboarding processes. Key takeaways included:
- Instant Digital Verification – Seamless eKYC & document uploads.
- Clear Progress Indicators – Users need real-time updates.
- Simplified UI & Guided Flow – Reducing information overload and unnecessary steps.
Flow Diagram
Account Selection
Account Selection
Regular Account
Sahulat Sarmayakari Account
Wireframes
1. Goals of Wireframing
- Simplify the onboarding journey to reduce friction.
- Introduce a clear, guided flow with minimal cognitive load.
- Improve navigation and visibility of essential features.
- Ensure a seamless experience across web & mobile platforms.
2. Key Screens in Wireframes
- Landing Page → Clear call-to-action, onboarding guidance.
- Sign-Up Flow → Minimized steps, inline validation, progress indicators.
- Document Upload → Mobile-friendly upload options, checklist for required documents.
- Dashboard → Clear investment options, transaction history, real-time status updates.
3. Enhancements Based on Behavior Analysis
- Real-Time Assistance: Chatbot or FAQ integration for instant help.
- Progress Indicators: Users can see which step they're at.
- Secure & Trust-Building UI: Security badges, tooltips for sensitive data fields.
Signup/Onboarding
Account Opening
Phase 4: Design
What we learned:
- A step-by-step guided experience improved completion rates.
- Instant status updates and tracking built trust and reduced drop-offs.
- Navigation improvements made fund transfers and bill payments easier.
- A modern UI with clear CTAs led to a better digital experience.
Activities conducted:
See the detailed processStyle Guide
Colors
Primaries and grays
Primary
#109046
Primary Dark
#61BDA0
Primary Light
#AAD9CE
Primary Light 2
#D6EBEA
Primary
#FAA61A
Primary Dark
#D18C19
Primary Light
#FDDBA3
Primary Light 2
#FEEDD1
Black
#000000
Gray 4
#495057
Gray 3
#ACB5BD
Gray 2
#DDE2E5
White
#FFFFFF
Logo
NBP Funds' logo represents trust, stability, and financial growth, reflecting its commitment to secure and accessible investment solutions.
Primary Logo
Typography
Nunito Sans
Iconography
Onboarding
Basic Account Opening
Home/Drawer Experience
Fund to Fund Transfer
Debit Card Management
Bank Transfer
Bill Payment
Conclusion
The redesign of NBP Funds' digital experience aimed to address key pain points in onboarding, account management, and financial transactions. By identifying user frustrations, streamlining the digital onboarding process, and improving navigation, we have laid the foundation for a more intuitive and seamless experience.
Key Takeaways
- Manual Onboarding Friction: Digital onboarding removes barriers like branch visits, paperwork, and delays.
- Transparency Matters: Users need real-time updates and confirmations.
- Better Navigation & Accessibility: Simplified UI and clear CTAs improve usability.
- User-Centric Features: Fund transfers, bill payments, and debit card management enhance app functionality.
Future Plan
- Smart Investment Insights: AI-driven recommendations for better financial decisions.
- Instant Support: Chatbots for quick assistance and troubleshooting.
- Engaging Experience: Gamified milestones and educational content.
- Seamless Access: Optimized cross-platform usability.
HomeBy continuously refining the experience based on user feedback, NBP Funds will evolve into a fully accessible, digital-first investment platform.
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