Transform Augmont Into a One-stop Digital Gold Solution

Augmont

Transform Augmont Into a One-stop Digital Gold Solution

Overview

Augmont, India’s leading gold player, aimed to modernize its digital presence with improved UX, functionality, and accessibility, while introducing new services. 

Type

Responsive
Web Design

Service

UX/ Research
UX Design
UI Design

Duration

6 months

Business Type

B2C

Type

Responsive
Web Design

Service

UX/ Research
UX Design
UI Design

Duration

6 months

Business Type

B2C

Project Overview

Augmont is India's leading completely integrated gold player with a century-long strong presence spanning refining to retail. The project's major aim was to modernize Augmont's digital presence. It wanted modern UX practices to be implemented to enhance the appearance, functionality, and user accessibility of its application and include new services.

Problem Statement

The Augmont team was experiencing low business output from their B2C application primarily due to an outdated interface and ineffective experience strategies for users.   They wanted us to implement our years of experience into their application to fulfill their objectives.

Objectives

  • Improve user base for Gold+, Gold Loans, and asset management.
  • Increase the conversion rates for the app. 
  • Streamline the user onboarding process.
  • Make the website easily navigable.
  • Make Augmont a comprehensive digital gold solution.

Our Process

To ensure that the project flows smoothly towards completion, we follow the STEP process which is acronymous to Soak, Think, Execute, and Proof.

Process We Followed

The project was divided into three phases, UX Research, UX designing, and UI design. We identified the competitors and recognized ways to position the product.

Research

A thorough competitive analysis was conducted to identify the features Augmont lacked compared to other competitors. Based on the UX research, user personas were created.

UX Designing

Task flows & sitemaps were redesigned to gain higher usability. Based on them, wireframes were created.

UI Designing

UI options were created to set the theme of the entire application. After client approval, a design system was created along with the UI screens for the app.

Research

Personas

With the data & takeaways we received from the user research, user personas and use cases were created.

Competitor Analysis

A comprehensive competitive analysis helped us find the gaps in the user journey.  

UX Improvement

Problems

  • Poor user base

    The already existing sections of the app including Gold+, Gold Loans, and asset management were experiencing a lack of quality users, leading to lower conversion and revenue.

  • Lower conversion rates

    The app was facing a decline in conversion because of its highly complex and multi-step app processes. 

  • Poor user experience

    Difficult navigation, and an outdated and unappealing interface lead to poor user experience and ultimately lead to poor user traffic and engagement. 

Solutions

  • Introduced new features to attract quality users

    We have introduced several useful features for a digital gold app including a round-off feature, and a product as a target feature to attract more quality users.

  • Refined the entire app for better conversions

    We have simplified and reduced the steps for several of their processes, including onboarding to make it user-friendly.  

  • More illustrations and icons were used

    The user experience of the app was improvised with the use of appealing illustrations and trendy icons.

Task Flow

Inferences from UX research & user personas led us to create intuitive user task flows. 

Site Map

We organized the information into structured sitemaps to improve navigation and make the user experience more enjoyable.

WireFrame

The wireframes suggest how we planned to organize the information on each web page.

UI Design

Typography

Color palette

Icons

UI Components

UI Screens

Culture Image Culture Image Culture Image Culture Image Culture Image Culture Image Culture Image

Old Design vs New UI Design

Chaayos

Mobile App & Tablet / UX Design / UI Design

BlueEarth

Website / UX Design / UI Design

Chaayos

Mobile App & Tablet / UX Design / UI Design

BlueEarth

Website / UX Design / UI Design