There were various challenges to overcome. First, was to personify the UpStox as a parent brand collating all the information across different websites and properly categorizing the products, tools, services and benefits. Along, with that we had to ensure that there was a stark differentiation between both the products; UpStox (designed for common man) and UpStox Pro (designed for expert traders) yet embody the common theme. Another, factor that was of utmost importance was driving the ‘Trust Factor’ of users by presenting transparency and growth. Data of the stock platform is of extreme importance and we had to strategize interactions to direct the users attention towards content. Also, we had to ensure that website was extremely communicative and pitched its USP of ‘Zero Fee’ with absolute clarity and while doing this we were extremely careful that it was nothing like its competitors.