The webinar experience, rebuilt as a mobile app
Redesigning Marketfeed's mobile acquisition journey. A new self-serve app entry, progressive education, and a clear broker onboarding flow that reduces manual operational dependency
Why the webinar became a bottleneck
Marketfeed is an automated investing platform that offers two ways to invest. Users can build long-term investments through ETF baskets and use them to unlock extra funds for automated trading. This lets the same capital work in two ways, with everything managed automatically through the app
But the product was not easy to explain. Users could explore basic information in the app, but they had to attend a live webinar, held once a week or every two weeks, before they could start investing. This made the webinar a necessary step for every new user
While the business wanted to bring in more users and help them open broker accounts, users had to wait for the next webinar and move between different platforms just to get started
Forced waiting
Users had to wait for a scheduled webinar to learn about the product. If they missed it, they usually dropped off
Manual operations
The process didn’t scale. Our team had to manually schedule sessions, send reminders, and follow up with every single user
Too many jumps
The journey was scattered. Users had to bounce between the app, the website, registration forms, and YouTube just to get started
Broken tracking
Because users jumped across different platforms before actually logging into the app, we couldn't accurately track their journey
In their own words…
The need for this redesign wasn't an assumption. We consistently heard the same frustrations in our support channels. Users clearly told us what was blocking them from starting their investment journey
“I know how the product works and I'm ready to invest. Do I really have to wait for Thursday's webinar, or can I just get a past recording?”
“I downloaded the app to invest, but it’s asking me to join a live event. Is this an educational platform? I don't want to attend classes; I just want to invest”
“I attended the live webinar two days ago through the website, but the app is still asking me to join a webinar to get started. Do I need to attend another one? What should I do next?”
“I waited days for the live session but had to drop off halfway due to an emergency. Now I'm completely stuck. What are the next steps?”
Adapted from real user feedback and support queries
Personal information has been modified
What we set out to do
Three clear goals shaped the redesign from the start. Not all of them were equally visible to users. All of them mattered to the product
“How do we let users start investing without making them wait for a class?”
Make the app a self-serve entry point
Remove the mandatory live session bottleneck. Allow users to understand the product value, sign up, and start their investment journey directly within the app at their own pace
“How can we scale acquisition without scaling our support team?”
Reduce manual operational dependency
Eliminate the need for constant agent coordination. By building progressive education and readiness checks into the app, we can guide users automatically and free up the support team
“How do we actually track where users are dropping off?”
Build a unified, trackable funnel
Stop bouncing users across external websites and forms. Bring the entire onboarding process, from initial pitch to broker account creation, into one measurable app environment
Key product decisions
Before designing screens, I worked through the decisions that would shape the whole experience. A few mattered more than the rest, and each one came with a tradeoff
Pitch the product before asking for login
Previously, users entered the funnel blindly. I wanted to show the core value and build trust upfront, even if it meant adding a step before authentication
One home screen, multiple paths forward
Instead of forcing everyone into a live event, I wanted the layout to adapt. High-intent users could start investing immediately, while others could explore at their own pace
Break the webinar into progressive education
The webinar worked well for building confidence. Instead of removing it entirely, I translated its core concepts into bite-sized, on-demand modules within the app
Make the live session an optional fallback
Some users still prefer human interaction. I kept the webinar registration available, but positioned it as a support channel rather than the primary gateway
The complete entry journey
The new entry flow brings the entire acquisition journey directly into the Marketfeed app. Instead of a mandatory live session, we built education and trust right into the app itself, helping users learn at their own pace and feel confident to start investing
Right on the first screen, users see how we help and why to trust us before we ask for a phone number
Phone-based login becomes the required entry point, allowing us to accurately track the entire journey
The home screen adapts. High-intent users can 'Start Investing', while others can explore education
Core concepts from the 30-minute webinar are translated into bite-sized, easy-to-read in-app modules
For those who still want human interaction, the live session remains available as a helpful support channel
All users reach this final stage to link their broker, view next steps, and begin their investment journey
Value before the ask
Users used to hit a generic registration form. Now, the first screen clearly pitches the core value, automating investing and trading, backed by trust markers like "SEBI Registered," "Backed by Y-Combinator," and "₹300 Cr+ deployed" before ever asking for a phone number
In high-ticket finance, trust is the first conversion metric. Users need a compelling reason to hand over their data
A single router for every intent
New or existing, every user starts with their phone number. The system does the heavy lifting, routing them automatically to their specific stage. For new users, "Let's quickly create your profile" asks only for a name and email, while reassuring microcopy validates their choice at every step
Removing the cognitive load of choosing between "Login" and "Sign Up" reduces drop-offs. The system sorts the intent, not the user
A frictionless path for high-intent users
Users who already know us through referrals or YouTube don't need a heavy pitch. We designed a direct "Start Investing" route that skips unnecessary education, allowing confident users to begin their journey instantly without friction
Forcing educated users through mandatory learning creates friction. A dedicated fast-track respects their prior knowledge and intent, accelerating the overall conversion
Turning a 30-minute webinar into an interface
The heavy, 30-minute webinar narrative was chunked into a familiar, bite-sized "Story" format for medium-intent users. Sections like "What is marketfeed" and "Your Benefits" explain the "One Capital, Two Benefits" proposition natively, fully compliant with SEBI regulations
By matching how users naturally consume information daily (Stories), we educated them at their own pace without the friction of scheduling a live session
The webinar as an optional fallback
We didn't remove the live webinar because making a big financial decision purely on an app can be hard. For users needing more assurance, we positioned our CEO webinar as an exclusive invite, offering real-time Q&A and a human touch to build final confidence
Changing the narrative from a mandatory session to an exclusive invite removes friction. Plus, talking directly to the founder builds the highest level of trust
Designing for when things break
Live events can be unpredictable. If a webinar's date changes, users instantly see a clear "Rescheduled" update on their home screen. If no sessions are currently available, the section doesn't just vanish. It gracefully falls back to a "Contact Support" card showing real photos of our team. This ensures hesitant users always find a human connection to help them make big financial decisions
We built smooth fallbacks for common technical glitches and slow internet, but keeping user trust intact during live schedule changes remained our top priority
We made it easier to get started without a live webinar
We tested the new app flow alongside the legacy webinar. Once data proved faster onboarding and higher-intent support conversations, we shifted 100% of our traffic to the app
Drop in Webinar Dependency
By removing the mandatory live session, we eliminated the heavy manual overhead of scheduling and sending reminders. The webinar smoothly transitioned into an optional fallback
Faster Self-Serve Onboarding
Users no longer had to wait days. By adapting education and trust-building into contextual UI, we empowered users to learn and onboard instantly on their own time
Improved Activation Rate
An intent-driven entry point replaced our rigid funnel. Contextual education and targeted trust markers gave users the exact confidence to complete account setups instantly
Reflections & learnings
- 01One-size-fits-all funnels create friction: Treating every user the same was our biggest bottleneck. By segmenting users based on their intent (High, Medium, Low) and tailoring their pathways, we transformed a rigid gateway into a frictionless, personalised journey
- 02Education is about timing and format, not just duration: Breaking a 30-minute webinar into bite-sized, contextual UI chunks (stories, benefit cards, and short videos) proved far more effective than a single massive information dump
- 03Trust must be strategically placed, not just stated: Instead of front-loading credibility, placing the CEO’s familiar face and short videos right before high-friction actions seamlessly transferred his real-world trust into the app