Everyone I interviewed who started a SIP had someone say it was fine. This puts that go-ahead inside Groww.
Type
Goal
AARRR stage: Activation
Status
Evidence
needed assurance before starting.
For a first-timer, Start a SIP is a list, standing in for a decision. I believed the freeze was choice overload. Nobody froze for lack of options. They froze waiting for a person to say it was okay.
For a first-timer, it is an unanswered question wearing logos.
Believed
Too many funds. Choice overload.
Found
Nobody froze for lack of options. They froze waiting for a person to say it was okay.
How might we
Give a first-time investor the go-ahead a brother would give — where to start and how much — without naming a fund.
People
To know what a normal, sensible starting point looks like, and feel confident it isn't a mistake.
Someone they trust to give a specific number, so they don't have to work it out from scratch.
To know they can pause or stop if they need the money, so they don't feel financially trapped.
Groww
The goal sits at Activation: more people starting their first SIP.
The existing fund list stays on the same screen, below the guide.
The evidence, and where it's thin.
From the interviews
15Interviews
12/15Interviews
The same showed up on Reddit, Quora and YouTube.
3/15Interviews
So the plan opens with one monthly amount.
Where it's thin. 12 of the 15 had already activated, so my first-timer persona leans on Reddit, Quora and YouTube.
Two screens. A guide on Start a SIP, then an investment plan, before the fund and the SIP amount.
Live prototype · loops
Name a goal, a year and a target. Never the monthly amount.Cost. Four forced answers, no skip. The guide is a commitment, not a suggestion.
The number first, then a group of two funds. Never one pick.Cost. Not naming one fund hands the last pick back. That's the freeze I set out to fix, one screen later.
Walk through the working prototype.
Play prototype
Reads like a form to complete
₹1.5 lakh had to become "1 lakh" or "5 lakh"
Fast: three answers on one card, then a starting zone. But preset chips forced a rounded goal (₹1.5 lakh had to become "1 lakh" or "5 lakh"), and a card of options still reads like a form to complete, not a go-ahead from someone.
Two amounts before the first fund
And a paragraph
Gentle and honest: a ₹2,000 start, with the ₹4,000 full pace beside it. But two amounts and a paragraph came before the first fund, so the ₹2,000 felt like a teaser and the ₹4,000 like the real price.
From user testing
Most testers agreed: with assurance like this, they would invest more.