How a data-led Information Architecture overhaul transformed a 119-link wall of chaos into an intent-driven, high-conversion navigation for 5paisa.
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With rapid acquisition-driven growth, 5paisa emerged as having multiple overlapping products and services. Their website (5paisa.com) reflected that complexity. It suffered from complex navigation that forced users into multiple disparate flows. It consisted of a wall of links having 119+ entries and poor categorisation, 3–4 steps to reach core product, vague labels, segmented user journeys, outdated interaction and visual design.
During discovery, this global navigation turned out to be a major pain point for users. Users couldn't efficiently access intended content and ended up going through unnecessary flows. Confusing IA was the main cause of decision paralysis.
"How might we redesign 5paisa's navigation from a product dump into an intent-driven architecture where every user reaches their goal in two clicks or fewer?"
Conducted research with product audit, user research and competition benchmarking.
Applied Hick's Law to reduce choices at each level. Categorisation of assets was done with a new intent-based sitemap.
Created high-fidelity design for all 6 navigation tabs. Improved visual design by new iconography and micro-copy badges for each tab.
Delivered annotated mockups with clearly defined interaction for engineering. Established KPIs to track post-launch CTR improvements.
Deep-dived into analytics to identify metric crisis areas. Mapped 119+ legacy links to quantify the full scope of the architecture problem.
Users consistently skipped "Technology" when looking for trading tools. The label didn't match their mental model of where a trading platform should live.
Clicking "Stocks" or "Mutual Funds" showed static market data, not a trading portal. The mismatch caused repeated pogo-sticking behaviour and eroded trust.
"Resources" was non-descriptive and actively avoided. Trading tools were hiding behind the worst possible label and were invisible in plain sight.
Live market, Indices and top companies all were placed together under stocks which were the main cause of confusion for traders who need time-sensitive data without transactional clutter.
Long-term investors and active traders shared the same navigation path. No separation between "I want to invest" and "I want to trade" created a constant intent collision.
Reaching any core product required 3–4 clicks. Each nesting level added cognitive cost and that led users to give up or used search as a workaround rather than navigating.
Anchoring decisions from user data gave the project authority that opinion-based feedback couldn't challenge. In a complex financial product, minimising choices is one of the ways to build user trust and accelerate conversion. Design's leverage is highest at the IA layer, not the visual layer. And what surprised me most is how much of the problem was labelling, not structure. Restructuring Technology into Products as a tab was the single highest-impact change in the entire redesign.