How we reduced mutual fund support tickets by 12% at Navi

How we reduced mutual fund support tickets by 12% at Navi

By fixing expectation gaps and reducing post-purchase anxiety in the unit allotment journey

By fixing expectation gaps and reducing post-purchase anxiety in the unit allotment journey

PRODUCT CONTEXT

PRODUCT CONTEXT

Navi is a fintech super app which offers of UPI, Loans, health insurance and two investment products — Mutual Funds and Digital Gold. Navi Mutual Fund provides a range of investment options, from low-cost index funds to ELSS, covering different sectors, market caps, and geographies. Digital Gold lets users conveniently buy, sell, and store gold in digital online through the Navi app, removing the hassle and risks of handling physical gold.

Navi is a fintech super app which offers of UPI, Loans, health insurance and two investment products — Mutual Funds and Digital Gold. Navi Mutual Fund provides a range of investment options, from low-cost index funds to ELSS, covering different sectors, market caps, and geographies. Digital Gold lets users conveniently buy, sell, and store gold in digital online through the Navi app, removing the hassle and risks of handling physical gold.

Project overview
Project overview
Outline

Outline

This project showcases how we identified critical gaps in both the pre-purchase and post-purchase journey of mutual fund investments. By addressing user confusion and anxiety around unit allotment through clear communication, improved UI states, and contextual education, we were able to streamline the experience and drive meaningful impact across key business metrics.

This project showcases how we identified critical gaps in both the pre-purchase and post-purchase journey of mutual fund investments. By addressing user confusion and anxiety around unit allotment through clear communication, improved UI states, and contextual education, we were able to streamline the experience and drive meaningful impact across key business metrics.

Key Impacts

Key Impacts

-12.78%

-12.78%

Reduction in Overall Support tickets

Reduction in Overall Support tickets

-14%

-14%

Decrease in unit alottment tickets

Decrease in unit alottment tickets

My Role

My Role

Owned end-to-end design: user research, UX strategy, prototyping, user testing, and final experience delivery.

Owned end-to-end design: user research, UX strategy, prototyping, user testing, and final experience delivery.

Collaboration With

Collaboration With

Product Managers: Prajjwal Agarwal, Atharva Shinde
UX Researcher: Ishan Datar
Engineering: Investment Development Team

Product Managers: Prajjwal Agarwal, Atharva Shinde
UX Researcher: Ishan Datar
Engineering: Investment Development Team

Journey to problem statement

What started as a routine metrics meeting led us to closely examine the customer support tickets across the investments domain.

Other Tickets

Other Tickets

Unit Allotment Tickets

Unit Allotment Tickets

46%
46%

Unit Allotment tickets:

Unit Allotment tickets:

Major contributor in mutual fund support tickets

Major contributor in mutual fund support tickets

54%
54%

Other tickets:

Other tickets:

(KYC, Redemption, Rewards, Fund related information)

(KYC, Redemption, Rewards, Fund related information)

Digging deeper: Problem identification methods
Digging deeper: Problem identification methods

Quantative data

Quantative data

checking the support ticket data and relevant time differences when the tickets are usually raised.

checking the support ticket data and relevant time differences when the tickets are usually raised.

User calling

User calling

Calling customers directly and shadowing customer support executive on a few calls

Calling customers directly and shadowing customer support executive on a few calls

Customer support call/chat data

Customer support call/chat data

Going through relevant chats of customer weather from the chatbot or customer executive

Going through relevant chats of customer weather from the chatbot or customer executive

App store reviews and CSAT data

App store reviews and CSAT data

Going through app reviews and CSAT score lower than 2 stars for investment product

Going through app reviews and CSAT score lower than 2 stars for investment product

Findings:
Findings:
What our users said:

What our users said:

"My money got deducted but it doesn't reflect on my invested balance"

"My money got deducted but it doesn't reflect on my invested balance"

"My transaction status shows 'In progress' is it stuck due to some issues"

"My transaction status shows 'In progress' is it stuck due to some issues"

"My transaction is in progress from last two days"

"My transaction is in progress from last two days"

"My process was stuck for almost 4-5 days"

"My process was stuck for almost 4-5 days"

What we analyzed:

What we analyzed:

  • Users perceive mutual funds as a digital product and therefore expect instant unit allotment.

  • Many users compare the experience to stock trading, where transactions are completed almost immediately.

  • The “In Progress” status led users to believe their transaction was stuck or failed.

  • User expectations were not set early in the journey, leading to frustration and unpleasant surprises.

  • The post-purchase experience lacked clear closure, with visual cues and tone unintentionally amplifying anxiety.

  • There was no contextual education to help users understand why unit allotment takes time.

  • Users perceive mutual funds as a digital product and therefore expect instant unit allotment.

  • Many users compare the experience to stock trading, where transactions are completed almost immediately.

  • The “In Progress” status led users to believe their transaction was stuck or failed.

  • User expectations were not set early in the journey, leading to frustration and unpleasant surprises.

  • The post-purchase experience lacked clear closure, with visual cues and tone unintentionally amplifying anxiety.

  • There was no contextual education to help users understand why unit allotment takes time.

Lack of awareness about mutual fund allotment in the users

Lack of awareness about mutual fund allotment

Lack of closure post transaction

Lack of closure post transaction

Lack of clarity

Lack of clarity

“In Progress” state = Problem

“In Progress” state = Problem

Allotment time gaps unexplained

Allotment time gaps unexplained

PRODUCT LIMITATION

Mutual fund transactions are governed by market operating hours (9:00 AM–3:00 PM, Monday to Friday). Orders placed after market hours, on weekends, or during market holidays are queued and processed on the next working day. As a result, users may experience a delay in unit allotment. Typically, mutual fund units are allotted within 1–2 working days, a standard industry practice across all investment platforms, not specific to Navi.

Mutual fund transactions are governed by market operating hours (9:00 AM–3:00 PM, Monday to Friday). Orders placed after market hours, on weekends, or during market holidays are queued and processed on the next working day. As a result, users may experience a delay in unit allotment. Typically, mutual fund units are allotted within 1–2 working days, a standard industry practice across all investment platforms, not specific to Navi.

What's wrong with the current flow
What's wrong with the current flow
Investment Tab

This is the primary entry point for investments and serves as the central landing page for both Mutual Funds and Digital Gold.

At this stage, the experience focuses on awareness and exploration, not decision-making.

Fund Details Page

Once a user selects a fund, they land on the fund details page, which provides information such as historical returns, NAV trends, fund size, and lock-in period.

While the page explains what the fund is, it does not communicate when units will be allotted, leaving a key expectation unaddressed.

Amount Set-up Page

This is the last step before user invests in the fund, user can choose investment mode (SIP or Lumpsum) and choose amount to be invested

Despite being closest to payment, users still don’t receive any clarity on unit allotment timelines, increasing uncertainty right before transaction completion.

Post Purchase Page

This page presents the purchase summary after payment is completed and also serves as the primary touchpoint for users to track their unit allotment status.

Lack of clear success cues makes this the most anxiety-inducing stage, particularly when units aren’t immediately visible

Investment Tab

This is the primary entry point for investments and serves as the central landing page for both Mutual Funds and Digital Gold.

At this stage, the experience focuses on awareness and exploration, not decision-making.

Fund Details Page

Once a user selects a fund, they land on the fund details page, which provides information such as historical returns, NAV trends, fund size, and lock-in period.

While the page explains what the fund is, it does not communicate when units will be allotted, leaving a key expectation unaddressed.

Amount Set-up Page

This is the last step before user invests in the fund, user can choose investment mode (SIP or Lumpsum) and choose amount to be invested

Despite being closest to payment, users still don’t receive any clarity on unit allotment timelines, increasing uncertainty right before transaction completion.

Post Purchase Page

This page presents the purchase summary after payment is completed and also serves as the primary touchpoint for users to track their unit allotment status.

Lack of clear success cues makes this the most anxiety-inducing stage, particularly when units aren’t immediately visible

Time to do some industry benchmarking
Time to do some industry benchmarking

While our direct competitors in the mutual fund domain weren’t actively addressing this issue, we found several practices in mass-market products that were helpful in solving our problem.

While our direct competitors in the mutual fund domain weren’t actively addressing this issue, we found several practices in mass-market products that were helpful in solving our problem.

Groww

ET money

Groww & ET money
Groww & ET money

The overall UI uses a neutral success state, subtly indicating that the transaction has been completed.

The overall UI uses a neutral success state, subtly indicating that the transaction has been completed.

Groww goes a step further by explaining completion timelines and NAV details through info icons that open contextual bottom sheets.

Groww goes a step further by explaining completion timelines and NAV details through info icons that open contextual bottom sheets.

there were no communication about unit allotment during the pre-purchase journey.

there were no communication about unit allotment during the pre-purchase journey.

Catalogue Page

Product Page

Amazon
Amazon

Amazon excels at expectation setting by clearly surfacing delivery dates from the catalogue through the product and checkout pages, reinforcing transparency at every step of the journey.

Amazon excels at expectation setting by clearly surfacing delivery dates from the catalogue through the product and checkout pages, reinforcing transparency at every step of the journey.

Blinkit

Zomato

Blinkit & Zomato
Blinkit & Zomato

Blinkit sets clear delivery timeline expectations upfront, helping users understand what to expect from the start.

Blinkit sets clear delivery timeline expectations upfront, helping users understand what to expect from the start.

Blinkit and Zomato handle post-transaction states effectively—using clear success cues and UX copy that signal completion while continuing to provide clear ETAs for order fulfillment.

Blinkit and Zomato handle post-transaction states effectively—using clear success cues and UX copy that signal completion while continuing to provide clear ETAs for order fulfillment.

Time for Testing:
Time for Testing:
Usability Testing & Validation

Usability Testing & Validation

We tested the redesigned flow with users who had never invested in mutual funds before, to validate whether the experience communicated the right expectations without relying on prior domain knowledge.

During testing, most participants were able to grasp the core message of the experience—even if they didn’t fully understand what “units” were or how allotment technically worked. Importantly, two critical uncertainties were resolved:

  • Users clearly understood that their transaction was successful

  • They did not display anxiety or confusion post-purchase

At the end of the purchase flow, when asked “What do you think just happened?”, users consistently responded that the "investment was completed successfully", without hesitation or surprise.

When asked “When do you think you’ll receive your units?”, most users recalled the unit allotment ETA widget, while others inferred the timeline from the post-purchase confirmation screen. In both cases, users were able to articulate an expected timeframe—indicating that the experience successfully set expectations upfront.

Overall, prototype testing showed strong clarity, reduced anxiety, and positive user confidence, validating the design direction and readiness for development.

We tested the redesigned flow with users who had never invested in mutual funds before, to validate whether the experience communicated the right expectations without relying on prior domain knowledge.

During testing, most participants were able to grasp the core message of the experience—even if they didn’t fully understand what “units” were or how allotment technically worked. Importantly, two critical uncertainties were resolved:

  • Users clearly understood that their transaction was successful

  • They did not display anxiety or confusion post-purchase

At the end of the purchase flow, when asked “What do you think just happened?”, users consistently responded that the "investment was completed successfully", without hesitation or surprise.

When asked “When do you think you’ll receive your units?”, most users recalled the unit allotment ETA widget, while others inferred the timeline from the post-purchase confirmation screen. In both cases, users were able to articulate an expected timeframe—indicating that the experience successfully set expectations upfront.

Overall, prototype testing showed strong clarity, reduced anxiety, and positive user confidence, validating the design direction and readiness for development.

Clarity in communication

Clarity in communication

Successful closure to users

Successful closure to users

Reduced anxiety post purchase

Reduced anxiety post purchase

Positive user confidence

Positive user confidence

A/B Testing & Rollout Strategy

A/B Testing & Rollout Strategy

At Navi, all major product changes are launched via A/B testing before being rolled out to 100% of users.

This redesign followed the same approach:

  • The new experience was tested alongside the existing flow

  • No negative impact was observed on key funnel metrics

  • Early signals showed a decline in customer support tickets related to unit allotment

Based on these results, the experiment validated both user experience improvements and business impact, supporting a full rollout.

At Navi, all major product changes are launched via A/B testing before being rolled out to 100% of users.

This redesign followed the same approach:

  • The new experience was tested alongside the existing flow

  • No negative impact was observed on key funnel metrics

  • Early signals showed a decline in customer support tickets related to unit allotment

Based on these results, the experiment validated both user experience improvements and business impact, supporting a full rollout.

The Solution
The Solution

So much fuss for this :/ ? Yes it pays off :)

So much fuss for this :/ ? Yes it pays off :)

Pre-purchase

Since 58% of our users were new to mutual funds, we focused on setting the right expectations early to reduce uncertainty and maintain transparency across the purchase journey, similar to how platforms like Amazon/blinkit set delivery timeline expectations upfront.

Since 58% of our users were new to mutual funds, we focused on setting the right expectations early to reduce uncertainty and maintain transparency across the purchase journey, similar to how platforms like Amazon/blinkit set delivery timeline expectations upfront.

Old
New
Investment Tab

Fund Details Page

Amount Setup Page

Old
New
Investment Tab

Fund Details Page

Amount Setup Page

Old
New
Investment Tab

Fund Details Page

Amount Setup Page

Old
New
Investment Tab

Fund Details Page

Amount Setup Page

we introduced a dynamic timer strip widget across the pre-purchase flow. The widget clearly communicated the expected unit allotment timeline, while also acting as a positive nudge by highlighting the benefit of investing before the market cut-off.

we introduced a dynamic timer strip widget across the pre-purchase flow. The widget clearly communicated the expected unit allotment timeline, while also acting as a positive nudge by highlighting the benefit of investing before the market cut-off.

During research, we found that most competitors only display market cut-off times until 2:00 PM. Since we offered customers an additional hour, we decided to introduce a brandable property "Navi Prime hour" to highlight and showcase this benefit on that extra hour.

During research, we found that most competitors only display market cut-off times until 2:00 PM. Since we offered customers an additional hour, we decided to introduce a brandable property "Navi Prime hour" to highlight and showcase this benefit on that extra hour.

Post-purchase

The post-purchase state was the most anxiety-inducing part of the journey and required focused intervention. We redesigned this screen to provide clear transactional closure, reduce ambiguity, and proactively answer user concerns.

The post-purchase state was the most anxiety-inducing part of the journey and required focused intervention. We redesigned this screen to provide clear transactional closure, reduce ambiguity, and proactively answer user concerns.

Old
New
Post Purchase Summary Page

Information Bottom sheet

Post Purchase Success State

Old
New
Post Purchase Summary Page

Information Bottom sheet

Post Purchase Success State

Old
New
Post Purchase Summary Page

Information Bottom sheet

Post Purchase Success State

Old
New
Post Purchase Summary Page

Information Bottom sheet

Post Purchase Success State

  • Visual reassurance: Updated the overall UI hue from yellow to green to clearly signal a successful transaction and evoke a sense of calm and closure.

  • Removed ambiguity: Eliminated the term “In Progress”, which previously caused confusion, as no further action was required from the user.

  • Proactive education: Directly addressed the key question—“Why does this take time?”—through contextual explanations, improving transparency while educating users about the allotment process.

  • Visual reassurance: Updated the overall UI hue from yellow to green to clearly signal a successful transaction and evoke a sense of calm and closure.

  • Removed ambiguity: Eliminated the term “In Progress”, which previously caused confusion, as no further action was required from the user.

  • Proactive education: Directly addressed the key question—“Why does this take time?”—through contextual explanations, improving transparency while educating users about the allotment process.

UX PRINCIPLE APPLIED

Nielsen’s Heuristic: Visibility of System Status

“The system should always keep users informed about what is going on.”

Feedback & closure, clarity over ambiguity, and proactive expectation management. In the post-purchase state, users had completed a high-stakes action (money deducted) but lacked clear confirmation and closure. By shifting the UI hue to green and reinforcing success states, we ensured users immediately understood that their transaction was successful and complete.

Nielsen’s Heuristic: Visibility of System Status

“The system should always keep users informed about what is going on.”

Feedback & closure, clarity over ambiguity, and proactive expectation management. In the post-purchase state, users had completed a high-stakes action (money deducted) but lacked clear confirmation and closure. By shifting the UI hue to green and reinforcing success states, we ensured users immediately understood that their transaction was successful and complete.

Overall Impact

-12.78%

-12.78%

Reduction in overall mutual fund support tickets.

Reduction in overall mutual fund support tickets.

-14.09%

-14.09%

Unit allotment–related tickets reduced from 46% → 32%

Unit allotment–related tickets reduced from 46% → 32%

~2–3%

~2–3%

Reduction in other mutual fund support tickets

Reduction in other mutual fund support tickets

+2.09%

+2.09%

Increase in D30 (30 days interval) repeat investment

Increase in D30 (30 days interval) repeat investment

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