Power Fixed Deposit (FD)

Adding new asset class for mutual fund investors to diversify

My ROLE

Sole Designer

Time

1-2 month

Status

Live

Power Fixed Deposit (FD)

Adding new asset class for mutual fund investors to diversify

My ROLE

Sole Designer

Time

1-2 month

Status

Live

Context

PowerUp Money helps Indian investors choose and manage their mutual funds. This user has CAC(cots of customer acquisition) higher than what they were giving back to business. Hypothesis was to add more asset class which generates revenue and CAC is lowered from same users.

Problem

How do you introduce a new asset class to mutual fund users? How do you cross-sell a new financial product to users who already trust you? And getting them to try something new without breaking that trust.

This wasn't going to be a teaching product. it was going to be a positioning product.

Business Goal

Introduce a new financial instrument that feels natural to cross-sell. FDs weren't picked from research instead they were picked from a build matrix.

What I did

owned the full flow — from problem definition to shipped screens

designed the landing page, bank detail pages, plan selection, and KYC flow
co-ordinated with Upswing team to implement PowerUp design system on their SDK templates
built a backend-driven, template-based design system so engineering could ship updates without waiting on design
ran VOC sessions after the miss with PM, synthesised findings, and made updates

Process

I studied how competitors sold FDs — Stable Money, Smallcase, Jupiter. Stable Money led with the highest AUM at ₹32,000 Cr. I compared their positioning, their flows, and how each one talked to users.

Final Solutions

Landing Page

After multiple iterations, stakeholder alignment, and testing with users on the floor, this is the version I shipped. It answers the three things a user actually asks: which plan fits me, how much will I earn, and can I trust this bank.

Top plans

Sr. Citizen (60Y+)

0-1 Years

1-3 Years

3+ Years

Unity

8.75%

1Y 20D

Highest interest

North East

8.50%

1Y 4M

Women Benefit

Shriram

8.75%

1Y 3M

Zero withdrawal penalty

Suryoday

8.75%

1Y 4M

Utkarsh

8.75%

View all plans

Popular Categories

Instant

Withdrawal

Instant

Withdrawal

Tax

Saver

Tax

Saver

High

Returns

High

Returns

9.10%

7 Day Withdrawal

Emergency Fund

Our Partners

RBI Regulated Banks / NBFC

Unity

9.75%

Ujjivan

8.65%

North East

7.50%

Suryoday

8.25%

Bajaj

9.75%

Shriram

8.65%

Utkarsh

7.50%

Popular Banks vs Power Deposits

HDFC FD

7.20%

Utkarsh

9.50%

HDFC FD

SBI Saving

Utkarsh

Utkarsh doubles your investment in 7Y, while HDFC takes 9Y.

9.50%

7.20%

4.50%

Transactions

FAQs

Contact Support

Controls

Power

Fixed Deposit

what we offer

RBI-Regulated Partners

Withdraw anytime

after 7 Days

Withdraw anytime

after 7 Days

₹5L insured

by DICGC

₹5L insured

by DICGC

Home

Mutual Funds

Age

Experts

2:04

toggle for senior citizen rates

key features

quick touchpoints

list of banks

top plans by tenure

categories for different use-cases

all banks/nbfcs in a single view

comparison between popular banks / powerfd

what rate of interest means in simple terms

Plan tags

highest returns of FD

Tested landing page with different narratives

I tried multiple ways to open the page — highest interest, talk to an expert, better than your bank. Each framing pulled a different type of user.

Version 4 converted best for people who started and booked an FD successfully.

I tried multiple ways to open the page — highest interest, talk to an expert, better than your bank. Each framing pulled a different type of user.

Version 4 converted best for people who started and booked an FD successfully.

Version 1

Version 2

Version 3

Version 4

Investment dashboard

After the first booking, the landing page adapts. Current investment and gains lead the screen — the user sees their money growing first — with plans below to add more.

Booking an FD

The whole booking flow lives inside the app. Pick a plan, complete KYC, pay — no redirect, no handoff to a bank's site.

In-app communication

When payments failed or bookings dropped-off, I caught users with a clear status and a way back in — so a stuck transaction didn't become a lost one.

KYC Drop-off

FD Updates

Post Launch Addition

A. Find my best FDs

Too much choice was killing conversions. This flow asks a few simple questions and recommends one plan, instead of showing all eight banks at once.

B. Highest return FDs

For users who only cared about the number, I gave them a fast path — plans sorted purely by return, no digging.

C. Bank trust issues

Many users had never heard of these banks. So I brought safety forward — DICGC insurance, RBI regulation, and clear comparisons against banks they already knew.

Scalability

Built a scalable, template-based component system — elements could be reordered from the backend, reducing design dependency while keeping quality high.

Impact of the project

This was my first big project owned end-to-end at scale. It didn't become a winner for PowerUp, but it's still special to me. Over its 10 months, it did okay numbers before being moved to a quieter corner of the app.

+0FD CONVERSION

0 CrLIFETIME AUM

0+FDS BOOKED

What I learned

Positioning drives conversion more than features. Changing the story moved numbers more than adding functionality
Too many choices kill decisions, guided flows outperformed open exploration
Trust is the real product in fintech, returns attract, but safety converts

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