The founders of RKSV have over 25 years of combined experience of trading in developed markets. They used to run an algorithmic proprietary trading fund in the United States for almost 3 years prior to moving to India. Set up in 2008, RKSV quickly became India's leading high tech, algorithmic proprietary trading firm operating actively across all exchanges.

In January of 2012, RKSV ventured into retail trading with the goal of disrupting the brokerage industry by drastically bringing down costs associated with online stock trading. Within a short span of time, RKSV has now become one of the largest low-cost brokerage firms in India with thousands of customers across the country.

The brief of the project was to create landing pages for two products that RKSV wanted to launch in the Indian market: Upstox and Upstox Pro. These two products have a line-up of web application, android and iOS app. The basic application is an investment platform where they target the youth to start investing in the market and understanding its values. The Pro application, on the other hand, is for day traders of the market.

We wanted to keep the basic landing page as simple as possible with an ample amount of white space and the usage of vibrant brand colors to appeal to the younger crowd. Also, we wanted the product and the information to stand out more than anything else in the site.

We accomplished that by adding the product video on the banner which demonstrates how easy it is to make an investment on the go. The basic Upstox application is only available on mobile devices, therefore, it’s easier for users to trade and invest from anywhere. We also added an animated chart to show users the outcome of their investment in time. We made custom illustrations to give the site a more personal feel so that the users are not scared off.

The Pro landing page, on the other hand, has the look and feel of a serious professional product page donning the shades of dark grey, black and the brand color, green. This page is content-heavy as the Pro users need to go through a lot of information before they can start using the application.

We have added an application screenshot covering the whole page to demonstrate the look and feel of the app to users. We gathered inspiration from other Pro application websites. And we found that maintaining a dark theme is always best for a Pro app as it evokes the feeling of seriousness and professionalism. We also placed the signup button in places where users are likely to be convinced to sign up with the product.