ICICI Securities Web Portal

Project Brief

I worked with the Entrepreneur group of ICICI Securities to develop their research portal for Institutional investors. The aim of this project was to study their retail portal (www.icicidirect.com) in detail and formulate a strategy to package the website differently for institutional clients. Institutional investors (unlike intraday traders who track irregularities in the market) are mostly long-term investors. The stability of a company’s financials, its performance in the sector and the authenticity of a recommendation are important triggers to invest in a stock. These insights were taken forward while designing the navigation and page layout of the web portal.

Process Overview

I interviewed couple of institutional investor to understand their workflows and asked them to perform an open and closed card sort. I also studied the retail portal www.icicidirect.com in detail to chalk down opportunities for design intervention. The navigation was designed such that all tasks can be performed in maximum 3 steps. Heuristics were conducted in order to arrive at the final information architecture, wireframes, page layout and navigation.

Web Pages

Home Page

After conducting a usability evaluation on the phase1 paper prototypes, the My I-Sec page and My Profile page were combined to form the current Home page. The Home page contains both user-filtered data as well as information that ICICI Securities would like to showcase to its clients. It also gives you a snapshot of the other main pages – Research Suite, Market and Corporate Access.

Markets Page

Institutional investors trading in Equity are mostly long-term investors (unlike intraday traders who track irregularities in the market). The stability of a company’s financials, its performance in the sector and the authenticity of a recommendation are important triggers to invest in a stock. The Markets page was designed to give clients an overview of a sector, summary of market indices as well as live updates of all stocks the investor is tracking.

Research Suite Page

The Research Suite is an umbrella of 4 research products- Institutional research, Retail research, WatchTower & i-lens, which together cover a wide spectrum of stocks.‘Authenticity of a recommendation’ becomes a crucial factor in deciding whether to transact with a brokerage house or not. Thus recommendations were designed to include Validity of a report, conviction list and last close price.

Corporate Access Page

The Corporate Access team at IEG organizes conferences & events every month to help Fund Managers directly interact with policy makers, regulators & the management of a company.The Corporate Access Page updates clients with upcoming events as well as provides transcripts of concluded events online. It also gets customers to fill online surveys for institutional clients.