Bright Digi Gold
Bright Digi Gold
Driving repeat investment behaviour in a digital gold platform.
Driving repeat investment behaviour in a digital gold platform.
The problem
The problem
Users were completing purchases but not coming back.
There was no clear path from:
first transaction to repeat investment
casual usage to long-term behaviour
This directly impacted retention and SIP adoption.
Users were completing purchases but not coming back.
There was no clear path from:
first transaction to repeat investment
casual usage to long-term behaviour
This directly impacted retention and SIP adoption.
What was identified
What was identified
A full review of onboarding, KYC, purchase, and portfolio flows showed a clear gap:
Actions ended in isolation.
completing KYC did not lead to continued activity
purchasing gold did not encourage repeat behaviour
progress over time was not visible
The product enabled transactions, but did not support continuity.
A full review of onboarding, KYC, purchase, and portfolio flows showed a clear gap:
Actions ended in isolation.
completing KYC did not lead to continued activity
purchasing gold did not encourage repeat behaviour
progress over time was not visible
The product enabled transactions, but did not support continuity.
Approach
Approach
The focus shifted from improving individual screens to shaping behaviour.
The goal was to:
encourage repeat actions
make progress visible
build consistency over time
The focus shifted from improving individual screens to shaping behaviour.
The goal was to:
encourage repeat actions
make progress visible
build consistency over time
What changed
What changed
A behavioural layer was introduced within existing flows.
key actions were tied to rewards
progress was surfaced across the product
continued activity was reinforced through visible milestones
This was integrated into actions like:
KYC completion
purchases
ongoing usage
Not as a separate feature, but as part of the core experience.
A behavioural layer was introduced within existing flows.
key actions were tied to rewards
progress was surfaced across the product
continued activity was reinforced through visible milestones
This was integrated into actions like:
KYC completion
purchases
ongoing usage
Not as a separate feature, but as part of the core experience.
Outcome
Outcome
clearer path from first purchase to continued investing
improved visibility of progress and rewards
stronger alignment with retention and SIP goals
The product moved from isolated transactions to continuous usage.
clearer path from first purchase to continued investing
improved visibility of progress and rewards
stronger alignment with retention and SIP goals
The product moved from isolated transactions to continuous usage.
Figma Link for the UI
Figma link