Vidhisha KediaResearch
Compare investment platforms and identify opportunities for the experience.
APEITA · PUBLIC SECTOR
Designing a clearer path from investment interest to inquiry
My UX design work for Andhra Pradesh’s IT and electronics investment platform.
- MY ROLE
- UX Designer
- MY FOCUS
- Research · Personas
Information architecture · Wireframes - AUDIENCE
- CXOs & potential investors
- PLATFORM
- Web
THE BRIEF
Help investors see the opportunity
APEITA’s website needed to promote Andhra Pradesh’s IT and electronics ecosystem, business friendly policies, resources and incentives. Its audience included global organizations, business leaders and potential investors considering where to establish or expand their businesses.
The UX challenge was to organize this information around the investor’s decision: understand the state’s offer, evaluate the opportunities, find credible evidence and reach the right support.
MY CONTRIBUTION
Build the UX foundation before the interface
As the UX Designer on this project, I worked on competitive analysis, investor personas, information architecture and homepage wireframes. These deliverables connected the business brief to the content and navigation a prospective investor would need.
Audience understanding
Define investor needs, goals, frustrations and expectations through personas.
Experience structure
Organize the site and translate the hierarchy into navigation and homepage wireframes.
RESEARCH
Compare the experience, not just the appearance
The competitive analysis began with ten national and international investment platforms. Six were selected for detailed review: Invest India, Invest Punjab, Guidance Tamil Nadu, Invest in Dubai, Invest Korea and EDB Singapore.
I compared them across five dimensions: design, trust, promotion, lead generation and mobile compatibility, to identify strengths, friction and possible directions for APEITA.
Competitive analysis framework
RESEARCH INSIGHTS
A useful investment site must inform and reassure
Balance the information
The analysis highlighted landing pages with too much or too little information. APEITA needed a clear proposition supported by the right level of detail.
Make credibility visible
Success stories, testimonials, ecosystem information and news could help investors assess the organization’s credibility.
Connect interest to action
Relevant benefits, clear inquiry routes and a usable mobile experience needed to work together, rather than as isolated sections.
THE USERS
User personas
The persona work captured two different investment contexts: an established business leader looking to expand, and an entrepreneur seeking support for startup growth. Their needs helped prioritize opportunity, workforce, infrastructure, policies and credibility.
David Peterson
About
An experienced technology and design business leader looking for the right investment opportunities to expand his company.
Goals
- Find strategically important locations with progressive policies.
- Explore well developed Tier II cities with lower real estate costs.
- Find technically qualified, English speaking talent.
Frustrations
- Difficulty finding suitable strategic investment locations.
- Difficulty finding a skilled workforce for immediate hiring.
Akash Mehta
About
A tech entrepreneur with an investment banking background who wants to grow his startup into a profitable organization.
Goals
- Find incubation centres and labs for startup development.
- Explore co working and shared plug and play spaces.
- Find locations that support growth and transparent partnerships.
Frustrations
- Difficulty finding locations that support business growth.
- Difficulty finding investment options with transparent partnerships.
PERSONAS TO UX PRIORITIES
Answer the questions behind the visit
What can I invest in?
Give sectors and investment opportunities clear routes, rather than making visitors search through general information.
Will this support my business?
Make infrastructure, talent, startup support, incentives and policies easy to find.
Why should I trust this?
Surface success stories and credibility alongside an accessible contact or business setup route.
INFORMATION ARCHITECTURE
Organize around investor needs
The site map grouped content into why APEITA, sectors, business support, news and contact. Supporting pages included organizational information, country desks, startup support, policies and guides.
The architecture also accounted for search across the site and English/Telugu language options. These helped make a broad content set more accessible without flattening it into one long page.
Site map
HOMEPAGE FLOW
Move from proposition to proof to support
The homepage structure introduced the investment proposition and state highlights, then explained APEITA and why Andhra Pradesh. Focus sectors and business support followed, with updates, testimonials, success stories and contact providing further evidence and a next step.
Understand
Proposition, state highlights and why Andhra Pradesh.
Explore
Focus sectors, resources and business support.
Evaluate
Updates, testimonials and success stories.
Connect
Registration, business setup or contact.
WIREFRAMES
Make the hierarchy tangible
I translated the content structure into a header and a full homepage wireframe. The navigation exposed key information groups, while registration remained a visible action. The homepage balanced opportunity, supporting detail, credibility and contact.
Header and navigation wireframe
Homepage wireframe
WEBSITE WALKTHROUGH
See the page flow in motion
The walkthrough shows the website’s scrolling experience, from the opening proposition through its information and support sections.
UX DELIVERY
A traceable path from research to structure
The UX work resulted in a competitive analysis, two investor personas, a site map, navigation structure and homepage wireframes. Together, they defined who the site was for, what it needed to communicate and how its content should be organized.
The strength of the contribution was in connecting the decisions: the research highlighted the importance of clarity, credibility and inquiry; the personas made those needs specific; the architecture and wireframes gave them a place in the experience.
LEARNINGS
Design for the decision, not the document
Research gives direction
Comparing experience dimensions helped turn a broad brief into practical UX priorities.
Different investors need different support
Expansion and startup growth share a need for trust, but require different information and resources.
Hierarchy makes content useful
Policies, sectors and success stories become more valuable when they support a clear path through the decision.