Fixed Deposits: Designing for Stability Without Overbuilding

When markets become uncertain, users don’t look for more ways to grow money; they look for ways to protect it. Fixed Deposit was designed to meet that moment.

Driving ₹6.4 Cr revenue growth by improving visibility, trust, and control in Mutual Funds module.

Client

FYERS

Role

End-to-end UX

Duration

2 months

Scope

Web & mobile

Client

FYERS

Role

End-to-end UX

Duration

40 days

Scope

Web & mobile

Overview

FYERS is where users come to grow their money.

They trade, they invest, they take calculated risks.

But market behavior is not constant.
And neither is user intent.

When markets become uncertain, the same users who were actively investing start thinking differently:

"Where can I safely park my money for now?"

And at that moment, FYERS had a gap.

The opportunity

Users were already using FYERS for:

Trading
Long-term investing

But during volatile conditions, their intent shifted from

growth to stability.

They were not looking for new opportunities.
They were looking for safety and predictability.

But when their intent shifted from growth to safety, the platform didn’t support that shift.

So they:

Moved funds out
Looked for safer options elsewhere
Broke their journey outside FYERS

What this revealed?

This wasn’t about lack of trust.

It was about a missing layer in the product ecosystem.

FYERS supported users when they wanted to grow their money. But didn’t yet support them when they wanted to step back and protect it.

Initial direction

We started with a fairly ambitious plan.

The idea was to build Fixed Deposits as:

A full-fledged product
With calculators, issuer comparisons, and deeper analysis tools
A complete in-platform experience

On paper, it looked comprehensive.

But something felt off.

The realization

We were solving for completeness, just to be ahead of our competitors. Not for the moment, or for our own users.

Users coming to Fixed Deposits were not trying to:

deeply analyze
compare multiple issuers
optimize aggressively

They were trying to:
Make a safe, quick decision and move on.

The thought shift

So we stepped back and simplified the goal:

Instead of building everything,
build just enough to help users decide with confidence.

Final Product Direction

Users explore and decide inside FYERS
Users complete the investment through partner banks
Users return to FYERS to track and review their investments

Design approach

1

Simplify without losing value

We removed features that didn’t serve the primary intent:

Removed FD calculators

Key calculations were already available in the order flow

Removed issuer comparison
Avoided unnecessary analysis and decision fatigue

These features were present with our competitors, but their focus was only on FD unlike us.

Focus stayed on:

Clarity
Speed
Confidence

2

Reduce cognitive load on detail pages

The initial wireframes were data-heavy.

Users had to process:

Too many numbers
Too much information at once

Simplified this by:

Structuring information into clear sections
Highlighting what matters most
Making the page easily scannable

So users could understand quickly without effort

3

Enable users to take informed decisions

Discovery and evaluation happen within FYERS

Final transaction happens on partner bank platforms with the help of the aggregator.

This allowed us to:

Move faster
Avoid unnecessary complexity

4

Handle the transition with care

One of the most sensitive moments:

When users leave FYERS to complete the investment

We ensured:

Clear communication before redirection (Mandatory pop-up)
Smooth visual and contextual continuity
Users can still track orders and review their FD investments within FYERS (Orders & portfolio respectively)

So it feels like a continuation, not a break and maintains a sense of ownership.