Revolutionizing Stock Trading: The Upstox Story

How Lollypop Design Studio Redefined Stock Trading with Upstox

The founders of Upstox approached Lollypop Design Studio with a vision to revolutionize the stock trading market. The challenge was to create a product that would not attract attention from big players in the US market, while simplifying the offering of Upstox. The solution was to design two distinct products tailored to the needs of different target audiences: one for the layman and another for professional stock traders.

Upstox's unique properties lie in its distinct product offering and the introduction of 'trade academy,' a stock trading learning platform. The branding of the website has been designed to subtly communicate the story of Upstox in the first few seconds of visiting the website. The second phase of the project saw Upstox taking the front seat as the parent brand, with the website being made interactive using illustrations, icons, and subtle animations.

The realization of Upstox's designs required data visualization. Icons, illustrations, and animations were used to simplify concepts for users. The frontend team coded the website using jQuery, SVG animations, JavaScript, HTML5, canvas, and CSS (SASS), while the UX team used Sketch for creating wireframes.

Upstox has a very intuitive flow focusing on the two products that it offers. It is built around the trust factor, giving high importance to the 'About Us' section of the website and the features of each tool. The easy-to-calculate tools available on the website help users calculate savings in real time.

Upstox's design was based on three types of research: understanding the business and competition, user research, and competitor analysis. The insights drawn from these researches led to the creation of two separate products with distinctive features for different audiences. The project started in 2015 in Bangalore, with the second phase beginning in 2016 and finishing in three months.

Upstox, previously a subsidiary of RKSV, is now an online stock trading platform with distinct products designed for pro-traders and laymen. Its free trade learning platform is one of its strongest USPs. The entire strategy and brand were conceptualized during the designing phase at Lollypop’s studio. The designs were made interactive and intuitive with the use of custom illustrations, animations, and icons, breaking the monotony of a data-driven website. This design was awarded Golden in A' Website and Web Design Awards in 2017.