Onboarding project | Kite by Zerodha

JTBD and validation

A table is shared below for your reference to put down your user goals, respective ICPs, JTBDs and validate your goals.

Based on my own usage as an investor and while talking to my friends in investing and trading community, the following are the JTBD:

Goal Type (Primary): Financial

ICP: Trader

JTBD: When I spot an opportunity, I want to execute trades quickly and reliably, so I can profit from market movements

Validation from user interviews: The most frustrating thing is when you see a perfect setup - like a breakout with volume - but you can't act on it fast enough. Last week during the market volatility, every second mattered. If the platform isn't instant, you're basically leaving money on the table (speed). or when Zerodha reverses the order because they had some technical glitch (reliability)

Goal Type (Primary): Financial

ICP: Investor

JTBD: When I've decided to invest in a company, I want to execute and track my investments seamlessly, so I can build long-term wealth

Validation from user interviews: "For me, it's all about being able to track my investments easily. Once I've done my homework and decided to invest, I want to be able to see how my portfolio is doing, and make additional purchases when I need to. I don't need fancy tools - just reliability and clarity."

Ideal Customer Profile

ICPs for Kite by Zerodha

While users exhibit diverse trading and investing patterns on the Kite platform, they fundamentally fall into two distinct ICPs - Traders and Investors. These core personas encapsulate the primary ways users interact with and derive value from the platform, despite the various sub-strategies they might employ within each category.

Criteria	Trader	Investor
Demographics
Name	Shantanu	Himanshu
Gender	Male	Male
Age	25-40 years	31-50 years
Education	Bachelors	Masters
Profession	Salaried	Consulting/Professional services/Senior Management Position
Industry	Often IT, finance, or trading backgrounds	IT senior management/Mgmt Consultant/Finance
Income	Middle to Upper Class - 3 to 12 Lacs/month	Upper-middle to affluent 15 lacs to 1 cr+
Usage of Social Media	Twitter, Telegram, Whatsapp, Youtube, Instagram.	Linkedin, Twitter, Whatsapp, Youtube.

Behaviour
Tech Usage	Tech Savvy	Tech Savvy
Time Spent	Dedicates several hours daily to market analysis. 3 to 5 hours on weekdays.	Deep company research during weekends/free time. Often prefers known companies to unknown ones.
Investment Horizon	Short term (Intraday to a few months at best)	Medium or Long term (1-5 years or more)
Product Usage Frequency	Daily or multiple times per week	Once a month or less
Research Focus	Heavy focus on price action and chart patterns	Company financials, industry reports, annual reports
News Consumption	Need real time news	Often passive consumer of news
Other stock market apps they use	Tradingview, ChartInk, Telegram (to connect with other traders), Twitter (for real time sentiment), Moneycontrol/ET Markets.	Screener, Trendlyne, NSE/BSE website for corporate fillings
Goals	Maximize profits through frequent, short-term price movements while managing risk	Build long-term wealth by identifying and holding fundamentally strong companies
Pain Points	Missing profitable trades due to slow opportunity spotting Lost money from delayed trade execution Can't analyze properly with limited chart tools Time wasted constantly reorganizing chart layouts Unable to manage positions effectively while mobile	Can't make informed decisions without complete company data Too much time spent manually filtering stocks that match criteria Difficult to track performance across multiple holdings Missing important dividend dates and corporate events Missing crucial company updates due to delayed filing alerts Unable to do deeper analysis without exportable data
Solution	Seeks quick market movements and trading opportunities Needs real-time data and quick execution Values advanced charting tools and indicators Wants multiple screens/layouts for different charts Requires mobile access for monitoring positions	Needs access to company financials and reports. Values screeners based on fundamental metrics Requires portfolio tracking tools Interested in dividend history and corporate actions Alerts on specific fillings in watchlist/portfolio. Wants to export data for detailed analysis
Common Critical Factors (Sorted on Importance)	1 - Order Execution Speed 2 - Platform Reliability 3 - Interface Intuitiveness 4 - Brokerage Costs 5 - Fund Transfer Speed 6 - Account Security 7 - Customer Support	1 - Account Security 2 - Platform Reliability 3 - Customer Support 4 - Interface Intuitiveness 5 - Fund Transfer Speed 6 - Brokerage Costs 7 - Order Execution Speed

Onboarding Teardown

Zerodha - Onboarding Teardown.pdf

Activation metrics

Activation metrics:

Since the value realization point is far off in the journey, we should track specific milestones toward value realization:

KYC Completion within 7 days of signup

Critical first step enabling transactions
Indicates user motivation and commitment
May require digilocker setup or Aadhaar mobile update
7 days provides adequate time for motivated users

Funds addition within 48 hours of account creation

Strong indicator of intent to trade/invest
Shows financial commitment to platform
Critical for portfolio consolidation
Highly correlated with long-term retention

First trade within 7 days of account creation

Users who have executed their first trade have experienced platform's core value
Understood the trading interface
Navigated research/analysis tools
Crossed the complexity barrier