“Wait, what am I even setting up?”
Onboarding was process-heavy but context-light. Users couldn’t see why each step mattered or how far along they were, so many felt lost before reaching any value.
Investments Tracking Platform + Marketing Website
Product designFintechDesign System
Client
MProfit Software Pvt. Ltd.
with Ungrammary Creatives Pvt. Ltd.
Duration
2022 - 2025
~ 3 yrs
A clarity-first redesign and rebranding of multi-asset investment-tracking platform, and its marketing website, making a powerful but dense product feel as capable as it actually is.
Context
A powerful engine in a cockpit no one could read
MProfit is a non-traditional multi-asset investment tracking platform serving
- HNIs & Family Offices
- MFOs & RIAs
- Brokers & MFDs
- Retail Investors.
It consolidates investments across multiple brokers and asset classes into one unified view, tracking performance, computing returns (XIRR), and generating capital-gains and tax reports, all powered by heavy backend automation across hundreds of brokers and institutions.
The project: the engine was powerful, but the experience didn’t show it.
Over the years, MProfit became powerful but increasingly complex. New users struggled to get started, key features were often overlooked, and the marketing website no longer clearly communicated the product’s value to different audiences.
So the engagement ran on two fronts: fix the product experience, then rebuild the website to match.
Problem
Things first-time users kept saying
“I don’t know what to do next.”
First-timers got lots of options and little direction: no clear hierarchy, cues, or moments of delight, which led to drop-off and underused features.
“It all looks the same.”
The dashboard leaned on tables and near-identical graphs; functions and views shared the same navigation space, so nothing guided the eye or separated doing from viewing.
Supporting heuristic findings:
A flat hierarchy (actions, analysis and modules all on one level), asset classes shown even to users who didn’t hold them, expanding one class pushing others out of reach, a buried XIRR (a flagship feature), and weak responsiveness on mobile and tablet.
Goals:
Modernize with a clean, scalable design system; simplify navigation and data presentation; make onboarding confidence-building; ensure responsiveness across devices.
Front no.1:
The Product
Mapping where the experience broke
Started with a heuristic evaluation of the live platform plus UX research, pinpointing the exact failure points and defining the core personas:
- HNIs & Family Offices
- MFOs & RIAs
- Brokers & MFDs
- Retail Investors.
Strategy followed
Change that wouldn't break habits
A key insight:years of use had built strong habits we couldn’t break overnight. So we chose a phased approach i.e. design for new users and their pain points first, then extend to existing users so adaptation felt natural and trust held.
In parallel we restructured the information model:
- A clean hierarchy (Global → Family → Portfolio)
- Four data levels (Overview → Asset classes → Classification → Individual assets) across three views (Today’s, Holdings, Performance).
01
Overview
Aggregated view of portfolio
- Comparison of % change in Portfolio value in relation to benchmark indices like Sensex and Nifty.
- Display of today's portfolio view with the following metrics in the following order:
- Asset Class,
- Current Value,
- Amount Invested,
- Unrealised Gain (with %),
- Today's Gain (with %),
- Holding %
- Allow sorting in the table so that user can choose to view as per their requirement
- Snapshot (for every level): we need a headline display of the key metrics:
- Current Value,
- Amount Invested,
- Today's Gain (with %),
- Unrealised Gain (with %)
02
Asset class
Stocks, MF, FD, etc
03
Classification of asset class
Eg: For Stocks — by sector, market cap, risk profiling
04
Individual assets
Reliance, HDFC, Tata, etc
Solution 01
Onboarding redefined
Onboarding that builds confidence
Turned the procedure into a guided experience: progressive data fill, so users complete setup and learn how to read their data once inside; visual cues showing what they’re creating at each stage; and info pills at the moments that usually cause hesitation. The point was to remove guessing and let users feel rewarded early
Solution 02
Dashboards visualized
A dashboard that reveals instead of overwhelming
Rebuilt around two axes: navigation and data visualization.
New users get a guided / demo experience; the dashboard uses progressive disclosure, surfacing insight in layers and letting people drill deeper only when they want to; and charts replace numbers.
Wireframes
After exploring various layouts, and gathering feedback from stakeholders, the finalized the layout was the one which improved the navigation and enhanced data clarity. The selected approach effectively addressed the identified pain points, ensuring an optimized user experience and improved platform performance.
BeforeAfter
Design System built 0→1
Using the finalized layout as a base, created a design system that could fit well with the new brand guidelines. Using this we designed the UI for the Dashboard, which also involved defining the color palette. Additional tweaks and adjustments were implemented in the UI to better accommodate the forthcoming changes.
Family / Portfolio Switching
The proposed layout introduces clearer segmentation and hierarchy by keeping portfolios and groups just one click away. It also visually differentiates them with distinct categories and enhances navigation pathways, significantly improving usability.
Mobile, Focused on What Matters
Designed as a companion to the web experience, focusing on what matters most on the go. While it doesn’t replicate full web functionality, it enables users to track progress, receive updates, and access key portfolio information quickly. By prioritizing core actions, mobile allows users to stay informed and connected wherever they are.
Solution 03
Reports
Reports that match how people actually work
Split reports into Saved · Category · Suggestion, organized into clear folders with search and smart filters, plus behavior-aware sections (recently viewed, saved, recommended). Reports became a focused workspace that supports both quick checks and deep analysis.
Report categorization for a friction-less experience
Front no.2:
The Website
Bringing the site up to the product
With the product clearer, the marketing site was the next gap: mprofit.in lagged behind the product’s real capability and the brand’s maturity, and it didn’t give each audience an obvious path in.
Process:discovery questionnaire → rebuilt IA & sitemap → homepage wireframe directions → website design system → high-fidelity UI → responsive mobile designs. The IA was rebuilt from scratch to reduce friction and add an audience-first “who it’s for” structure, social proof, FAQs and comparison pages.
Information Architecture & Sitemap
We reorganized the website content from scratch. The goal was to reduce friction and create a logical, discoverable flow for each audience.
Key Improvements:
- Clear separation between product features, pricing, and resources
- New “Who it’s for” section to address different user types
- Addition of social proof, FAQs, and comparison pages
Header
- MProfit logo
- User groups
- Products
- Pricing
- Solutions / features / use cases
- About MProfit
- Contact us
- Profile / account · Log in / sign up
- Blog
Hero · main fold
- MProfit tagline with a short description of the platform
- Clearly signals a seamless, automated tool for portfolio management that saves time
Social validations
- Reputed investors
- Ratings & reviews on Google
- Marquee family-office & wealth-manager clients
- Testimonials from well-known investors
1,50,000+
portfolios tracked
300+
cities
700+
broker integrations
Client groups MProfit caters to
- Investors
- HNIs / family offices
- Multi-family offices
- CAs & accountants
- Financial advisors / RIAs
USP of MProfit
- Complete visibility into net worth & AUM, powered by automation
- Consolidates investment data across the entire family
- Trade-import automation across disparate broker formats
- Insightful portfolio-performance analysis across one's net worth
- 700+ broker integrations for direct data upload
- API integrations with Zerodha, mutual funds & MF Central
- Capital-gains reports for tax filing; XIRR tracking
Pain points MProfit solves
- Consolidate multi-asset investments for the whole family in one place
Subscribe · newsletters & blogs
- List of popular blogs · View all
- Email ID capture for the newsletter · Subscribe
Footer
- Additional navigation — About us, features, pricing
- Social media links
- Privacy policy & terms of service
The website — UI
The site, end to end
Designed the full site: homepage, per-user-group “Solutions” pages, value-adds + testimonials, About, Clients, Pricing / Referral / Sign-up / Contact / Privacy — all responsive, with custom illustrations throughout.
Mobile responsive designs
Along with the web UI, focus was on making them responsive for the mobile screens. This helped in ensuring a seamless experience by optimizing layouts, interactions, and content.
Illustrations / Visuals
Throughout the website custom designed illustration and visuals were used to better explain the features or any messages that was tried to convey. After multiple rounds of iterations, the ones that are shown below were finalized.
Outcomes
What changed
- Onboarding: more confident, more complete first runs — fewer “what do I do?” moments and less troubleshooting.
- Dashboard: greater control over data and higher user literacy via progressive disclosure + visualization.
- Reports: quicker retrieval and more repeat usage.
- System: a scalable design system adopted as the product's foundation.
From dense to decodable
- “What am I setting up?” → guided, progressive onboarding with visual cues and info pills.
- “It all looks the same” → a hierarchy-led dashboard with real visualization and progressive disclosure.
- “I don’t know what to do next” → demo-led first experience, clear cues, XIRR pulled forward.
- Buried features / flat nav → the 4-level / 3-view model and contextual asset classes.
- Dated, misaligned website → an audience-first IA and brand-mature site, with a homepage animation that explains MProfit in seconds.
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