A UX case study on consolidating a fragmented redemption journey into one clear decision moment from my time at DSP Mutual Fund.
Why smooth redemption matters
Many Indians keep most of their money in savings accounts, earning around 2–3% interest, even when better investment options are available.
One reason is simple: access feels easier.
With a bank account, withdrawing money is easy and quick but with mutual funds, FDs, PPFs and other investments, redemption can feel complicated and time-consuming.
That creates a trust problem. If people are not confident that they can access their money easily, they may hesitate to invest in the first place.
A smooth redemption experience can change that. It gives investors confidence that their money is not locked away and can be accessed when they need it.
This case study covers a redemption-flow project I worked on during my time at DSP, focused on making redemption simpler, clearer and easier for investors.
The problem
During redemption on the DSP portal, before a user could confirm a withdrawal, they were shown three separate popups, one after another listed below:
- Exit load : A penalty for redeeming too early
- Taxes : The capital gains tax implication of the withdrawal
- Rolling returns : A nudge showing what the user might be giving up by redeeming now
Each popup had its own Stay Invested and Continue Redemption buttons, so users effectively had to say “no, I still want to redeem” three separate times before even reaching the actual redemption review screen.
Why this was a problem
- Repetition fatigue. Dismissing the same style of warning three times in a row trains users to click through without reading which is the opposite of the intended effect.
- Flow breakage. Every popup is a context switch. Three in a row made a simple withdrawal feel like an interrogation.
- Information got lost. Because each message competed for attention independently, users often missed the one that actually mattered to their situation (e.g., someone with a large capital gain would benefit most from the tax popup, but might have already gone numb to popups by the time it appeared).
- No holistic view. Users never saw exit load, tax impact, and return trade-off together as the three numbers that should really be weighed as one decision.