Key Highlights

• Led two projects to optimize the authentication flow: Account Signup/Login Revamp and Vested Partner Access to the app, resulting in a 95% reduction in support tickets and a 2:1 conversion rate from signup page visits to completed signups.
• Managed vendor relationships, negotiated discounts of up to 40%, and integrated various SaaS tools, reducing churn rate by 50% in payments. Supported Vested’s whitelisted partner brokerage houses with seamless onboarding, operations, and timely issue resolution. (Tools: Mixpanel, MoEngage, AppsFlyer, Zendesk, Intercom, Razorpay, Karza, Hyperverge, Onfido; Partners: Kuvera, Angel Broking, 5paisa, Reliance, Religare, Axis, etc.)
• Planned and oversaw mobile app refactoring, strategized testing efforts, and coordinated a remote team-wide Bug Bash across time zones under market open/close conditions. Launched the refactored app with zero bugs.

About Vested Finance

• Vested Finance is an Indo-US company which offers services to Indians, and NRIs to invest in US Stocks. It was founded by three, University of California, Berkeley (Haas) graduates who originally hail from Indonesia and India. The CXOs are based in the US and India, and the employees of the company worked remotely in different time zones.
• Vested Finance has partnered up with several existing brokerage houses and companies in India offering services in the Indian stock market by providing white-listed solutions in partners existing or independent platforms.
• I was the 2nd product manager in the team, where I led two tech pods for multiple releases.
  

Root Cause Analysis: Authentication flow (Singup/Login)

Users were getting locked out of the system—or at least it seemed so in certain cases. AWS Cognito had been partially implemented, and not all potential user flow scenarios were addressed during the initial setup. Issues included dormant users with deactivated accounts attempting to sign in, partner users trying to access Vested’s main app, and some users forgetting their signup method. These problems left many users confused and unable to access the platform.Since Vested Finance provided whitelisted solutions to its partners, partner users faced similar challenges. Only one partner had integration via API, while the rest relied on direct whitelisted websites. Approximately 80% of partner users could only access the service through the web or mobile web.

To address these issues, data was gathered from Mixpanel, discussions with the customer support team, and a review of Intercom and Zendesk tickets. Additionally, user research interviews were conducted. Multiple edge cases were identified and resolved through collaboration with the design, development, and QA teams.

The launch reduced authentication-related support tickets by over 95% and improved the signup conversion rate, achieving a 2:1 ratio of signup page visits to completed signups.

From understand Root Cause to resolving technical challenges and user experience Learn my behind the scene process of how I reduced the number of tickets arising at the signup/login stage of Vested Finance

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Pricing

The pricing project included:

• Optimising events to correctly measure Premium users correctly.
• Integrating UPI for subscriptions which decreased churn rate by 50%.
• Allowing premium users to withdraw 100% on the first withdrawal reduced support tickets related to it to 0.
• Tagging premium users on Zendesk and Intercom to reduce TAT for premium users to 4 hours.
• Redesign the Pricing Page to reduce pricing-related queries to 50%

Worked with stakeholders, customer support leads, and design and development teams to complete the above projects.

Internal Tools and Partner Management

SPOC for Vendors

• Razorpay
• Karza
• Hyperverge
• Onfido
• MoEngage
• AppsFlyer
• Intercom
• Zendesk
  

Product SPOC for Partners

• Religare
• Reliance
• Kuvera, Axis, and all other partners who were already integrated with Vested Finance before I joined the team.