01 A
Executive Research Summary
Direct GIFT City competitors solve parts of the investor journey well.
None combines persona identification, opportunity storytelling, contextual education, eligibility, product discovery, readiness and conversion into one adaptive experience.
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Maturity at a glance
Mean qualitative score for each of five parameter groups. Adaptive experience is the weakest group for every brand reviewed.
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Methodology: EvolutionCo qualitative UX assessment based on the publicly accessible experience, 20 parameters on a 5-point scale. Not a mathematically weighted industry index.
Strategic gap
The category competes on information and process. Nobody competes on guidance.
Best-in-category strengths are split across six brands, none of which owns more than one stage well.
Personalisation scores 1.2 of 5 across the category — the widest unclaimed gap.
01 B
Category Experience Model
The category runs a four-step information funnel. A first-time cross-border investor needs nine.
Observed today
Current category experience
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The visitor supplies all the context. The site supplies documents.
EvolutionCo recommendation
Desired adaptive experience
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Where each competitor is strongest
Each brand owns one part of the funnel. The category has no owner of the whole.
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Key insight
No single competitor currently owns the complete journey.
01 C
Persona and Audience Architecture
Six segmentation dimensions are in play across the category. Not one competitor resolves more than three.
First-time versus experienced investor is the only dimension not addressed anywhere on any of the six public experiences. It is also the dimension that most determines whether a visitor understands what they are reading.
Dimension
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Why these are not parallel homepage choices
Competitors place these dimensions side by side, which asks the visitor to compare four unrelated kinds of question at once.
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EvolutionCo recommendation · previewed here, detailed in Tab 02B
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01 D
Competitor Maturity Scorecard
Twenty parameters, six brands, one qualitative scale.
Competitors
Parameter group
Scale · hover for methodology
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Competitor UX maturity heatmap
Rows flagged in red are parameters where the whole category scores below 2.5 — the weak spots ABSL can claim.
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Overall UX maturity, ranked
Mean qualitative score across all 20 parameters. DSP and PPFAS lead on different halves of the funnel.
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Weakest parameters across the category
The six lowest category means. These are the parameters where category-leading is cheapest to achieve.
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Category mean of six brands, 5-point scale.
Best in category, parameter by parameter
The leading brand and its score for each parameter. No brand leads more than a third of the list.
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01 E
Competitor Deep Dives
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Strategic verdict · EvolutionCo assessment
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Strongest sections
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Limitations
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Applicable cue for ABSL
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What ABSL should improve beyond
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Parameter profile
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Pages and exact sections referenced
01 F
Content and Communication Benchmark
Content is organised around internal document categories, not around the questions investors actually ask.
Content-theme coverage heatmap
Twenty investor-facing themes coded from public pages. Misconceptions, fund-versus-direct and currency risk are the thinnest.
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Most underserved investor questions
Coverage index out of 24 across the six brands, where strong coverage scores 4 and no coverage scores 0.
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EvolutionCo recommendation
Put a user-question layer above the content taxonomy
One investor question resolves into seven internal content elements. Competitors publish the elements and leave the question unanswered.
User question
“Why should I invest internationally?”
Internal content elements it needs
01 G
Education, Guidance and Conversion
The funnel breaks at Identify Route and Prepare — exactly where an uncertain investor abandons.
Journey-stage heatmap
Nine stages of the first-time-investor journey, coded per brand from public pages.
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Education-to-conversion flow, per brand
Read each row left to right as one continuous journey. Gaps in the middle of a row are where the visitor is left to work it out alone.
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First-time-investor confidence model
Five confidence layers a first-time cross-border investor must clear before acting.
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Key insight
No competitor visibly links all five confidence layers into one adaptive journey.
01 H
Personalisation Benchmark
Nine of nineteen capabilities are not observed on any of the six sites.
Capability
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Key conclusion
No reviewed public competitor currently provides a homepage or content journey dynamically adapted to location, relationship status, investor knowledge and declared intent.
Disclaimer
Authenticated portals may contain capabilities that are not publicly visible. This benchmark assesses only the unauthenticated experience accessible on 29 July 2026.
01 H · continued
Website First-Gateway Research
The category has no orientation layer. A GIFT City visitor has to decode the ecosystem before knowing where to begin.
This research underpins the four-question gateway model in 02B Proposed Persona Architecture and the operating model in 02I Personalisation and Adaptive Experience.
A · Why a Website First-Gateway is required
A GIFT City visitor may differ across four fundamental dimensions. Each one changes what should appear first.
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What it changes
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These four dimensions decide
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Key statement
The gateway is not a marketing questionnaire. It is an orientation layer that prevents visitors from having to decode the full GIFT City ecosystem before knowing where to begin.
Without a gateway
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With a gateway
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B · Why sequential questions work better than parallel segmentation
Parallel options are different types of choice presented at the same level. The visitor is asked to do the classification.
Parallel segmentation
Role, direction, relationship and objective are mixed on one level. The visitor must interpret all four before choosing one.
Sequential classification
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Each answer narrows the next question. The visitor is never asked to understand internal product or regulatory terminology before entering the experience.
C · What the gateway changes
Gateway input, experience output. The gateway does not assess suitability and gives no investment advice.
Gateway input
Experience output
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D · Gateway design principles
Eight rules the gateway must satisfy to be useful rather than intrusive.
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E · Experience states
Select an entry condition to see what the website knows, what it asks, what appears first and what the visitor can do next.
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What the website knows
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What it asks
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What appears first
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What the visitor can do next
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F · Personalisation capability stack
Six layers. Nothing above works without the layer beneath it.
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G · User control and trust model
The sequence that keeps personalisation voluntary.
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Personalisation must always be visible, explainable and reversible.
H · How the research is represented in the wireframes
Each research position maps to an implemented interaction in the latest wireframe set.
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The report explains the strategy behind the wireframes; it does not reproduce the wireframe UI. Eligibility and restriction messaging requires Product Team, Compliance and Legal validation before build.
01 I
Evidence Gallery
Eighteen evidence cards, each reading category cue, observed limitation, ABSL opportunity.
No screenshot has been fabricated. Each card specifies the exact page, section and crop required, so the production pack can be captured against a fixed brief. Select a card to open its capture specification and annotation.
01 J
Category Gaps and Strategic White Space
Everything the category has built is table stakes. Everything it has not built is high value.
White-space opportunity map
Horizontal: current adoption across the six competitors. Vertical: potential user and business value, EvolutionCo assessment. The top-left quadrant is unclaimed.
User & business value →
Strategic white space
Table stakes
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Low adoptionCategory adoption →High adoption
Key
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Category strengths — parity, not advantage
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Category gaps — where ABSL can lead
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ABSL opportunity · strategic white space
ABSL can become the clearest, most adaptive digital guide for understanding and accessing cross-border investment opportunities through GIFT City.
02 A
Strategic North Star
ABSL GIFT City should not simply be a place to find GIFT City funds.
It should be the clearest digital guide to understanding and accessing cross-border investment opportunities through India.
Proposed experience model
Eight beats, in order. Each one is a decision the visitor makes, not a page we publish.
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Three strategic objectives
Every recommendation in this tab serves one of these three.
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Competitor category model
Publish, then wait to be asked
Information, product, process, login. The visitor supplies the context, the intent and the interpretation. The site supplies documents and a form.
EvolutionCo proposed ABSL model
Identify, then adapt, then act
The site resolves who is reading, adapts the story and the depth, shows only plausibly available products, and prepares the visitor for a specific next action.
02 B
Proposed Persona Architecture
Four short questions followed by one derived experience route. Nothing is asked twice.
Knowledge or confidence is no longer a gateway question. It is a supporting experience state \u2014 Explain Simply or Show Full Details \u2014 that controls terminology depth and progressive disclosure, and can be inferred from behaviour or set by the visitor later. Research behind this model sits in 01H Website First-Gateway Research.
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01\u201304 are questions
05 is a derived output, not a question
Distributors are not asked their own location at the first gateway \u2014 client location is identified later through the Distributor Client Lens.
Resulting principal experience routes
Four questions and conditional bypasses produce a manageable set of principal experience routes.
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Why not parallel homepage options
Parallel choices multiply. Sequential questions divide.
Four parallel dimensions offer sixteen combinations and no guidance. Asking role first removes half the site immediately; asking location next removes half again; intent then sets what appears first.
Parallel options presented at once
16
Questions asked in sequence
4
Principal experience routes derived
6
The derived output
Experience route
Homepage variant
Product Listing preset
Content priority
Primary CTA
Assistance route
Test the derivation in the 03B routing simulator. The full operating model is in 02I.
02 C
Content and Storytelling Model
One communication sequence. Three voices. The same nine beats told differently per persona.
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Narrative track
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02 D
Experience Recommendation Pillars
Thirty recommendations, eight pillars, one governable structure.
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Strategic objective
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Benchmark cue
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Category gap
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EvolutionCo recommendation
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User objective
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Business objective
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02 E
Feature Catalogue · R01–R30
Pillar
Status
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User objective
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Business objective
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Differentiation {{ r.diff }}
Research basis
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User problem
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Primary interaction
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Required content
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Dependency
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Relevant personas
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02 F
In-Scope Page Map · 14 pages
Five unique templates and nine adaptations carry all thirty recommendations.
Recommendation-to-page matrix
The first column is frozen. Filter by pillar or status above in the Feature Catalogue to reduce the rows.
Recommendation
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Primary application
Supporting application
Future-ready
Not applicable
Recommendation load per page
Primary applications in navy, supporting in light blue. Home and the master PDP carry the most.
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02 G
Page-by-Page Strategic Summary
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Strategic purpose
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Primary personas
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Content narrative
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User objective
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Business objective
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Conversion role
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Primary recommendations
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Supporting recommendations
P02 · Extended page strategy
Explore Funds — Page Strategy and Interaction Model
Strategic purpose
The Product Listing Page is not a passive catalogue. It is the decision-support layer that translates the visitor’s context into a manageable and explainable product universe.
User objective
Help me find products that may be relevant and available to someone like me, without forcing me to understand fund structures before I begin.
Business objective
Increase qualified product exploration, Fund Detail engagement, comparison usage and meaningful next actions, while reducing irrelevant enquiries.
Strategic sequence
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Conversion role: move the visitor from broad opportunity interest to a specific product evaluation, comparison, eligibility check or assisted conversation. Related recommendations: R11, R12, R13, R14.
Entry modes
Six ways a visitor reaches the listing. Each one sets a different starting state.
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Listing behaviour
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Information hierarchy
Product discovery must appear early. Education supports interpretation rather than delaying access to the shelf.
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Listing views
Seven listing states, not seven pages. What changes between them:
Listing view
Default filters
Product order
Primary CTA
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Each view also changes its heading, supporting explanation, product status emphasis and empty-state messaging.
Filter architecture
In priority order. Final filters and available product attributes require Product Team validation.
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Interaction rules
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Help Me Find a Fund — expanding R12
Assists visitors who cannot confidently choose filters or product categories.
Suggested question sequence
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The tool outputs
And always allows
Required result statement
Based on the information selected, these are the products currently shown for exploration. This is not a product recommendation, suitability assessment or final eligibility decision.
One Product Card, every surface
Do not create separate card structures per page.
Card hierarchy
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The card should answer three questions within a few seconds
What is this?
Why is it being shown?
What can I do next?
Contextual actions
Also included
Why This Fund Is Shown
The strategic differentiator: the explanation connects the card to visible context.
Acceptable explanations
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Never say
Card and list view
Two formats, one state.
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Shared across both
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Comparison — expanding R14
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Selection behaviour
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Comparison tray
Comparison page — accordion groups
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Comparison rules
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Comparison parameters require Product Team validation.
Eligibility as a discovery state
Eligibility should appear during product discovery, not only as a final form.
Eligibility surfaces
Rules
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Product status strategy
Every status has a defined primary and secondary action.
Product status
Primary action
Secondary
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Empty, restriction and recovery states
Every dead end must provide at least one recovery route.
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Contextual education
Do not insert long educational essays between the page heading and the product shelf.
Opened through
Mobile listing strategy
Do not simply scale down the desktop listing.
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Accessibility and compliance
Listing requirements that are not optional.
Data dependencies
What the strategy needs in order to work. Missing product data is never fabricated.
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Explore Funds — user objectives
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Explore Funds — business objectives
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No numeric uplift or ROI is claimed.
02 H
User and Business Objective Map
Every recommendation answers a user objective and a business objective. No numeric ROI is claimed.
User objectives
Bar length shows how many recommendations serve each objective.
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Business objectives
Differentiation from direct competitors is served by five recommendations.
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02 I
Personalisation and Adaptive Experience
The Website First-Gateway operating model: how context is captured, derived, applied, changed and recovered.
Research behind this model is in 01H Website First-Gateway Research; the question set is in 02B; the full simulator is in 03B; the resulting structure is in 04 Information Architecture.
Gateway Experience \u2014 the complete first entry
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Approved opening message
Help us understand you better so we can personalise your experience.
Answer a few quick questions and we will adapt the opportunities, funds, information and next steps shown to you.
Personalise My Experience
Skip and Explore
Complete interaction pattern
Routing Logic
Four inputs, one derived route. Content Depth is a separate control \u2014 it changes presentation depth, not investment relevance.
01 Role
02 Location
03 New / Existing
04 Investment Intent
Intent options appear once role and relationship are known \u2014 the question set changes by branch.
Content Depth \u2014 supporting state, not a gateway question
Principal persona
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Derived route
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Homepage state
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Product Listing default
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Education priority
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Content depth
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Primary CTA
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Assisted CTA
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Login or onboarding destination
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Preserved if location changes
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Homepage Adaptation
The same homepage, five ways. Select a persona to see what changes.
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My GIFT Context
The persistent, editable summary of what the site has assumed.
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Editable
My GIFT Context should
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One-click location switch
Based in India
↔
Based Outside India
Preserves
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Updates
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It must not
Confirmation feedback
You are now viewing India opportunities for investors based outside India.
Returning and Direct Entry
Not every visitor arrives at the homepage without history. Five entry conditions, five sets of rules.
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Stated constraint
Personalisation should adapt content, education, preparation and CTA logic. It must not provide unregulated product recommendations, tax advice or suitability decisions.
02 J
Prioritisation and Roadmap
All {{ totalRecs }} catalogued recommendations split {{ coreCount }} Core, {{ diffCount }} Differentiators, {{ futCount }} Future-ready.
Bands below are generated from the R01–R30 catalogue in 02E, so these counts always match the status filter there. The Future-ready card also lists five architectural provisions that are not catalogue items — they need design headroom now, not delivery.
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Plus 5 architectural provisions
Not catalogue recommendations — capabilities the architecture should not preclude.
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Impact versus effort
Vertical: combined user and business value. Horizontal: design, content and technology effort. Both axes are EvolutionCo qualitative assessments, not financial estimates.
User & business value →
Do first
Prototype and stage
Fill in
Defer
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Lower effortDesign, content & technology effort →Higher effort
Core
Differentiator
Future-ready
No financial benefit or numeric ROI is assigned. Effort and value are relative, not absolute.
03 A
Persona and Journey Overview
The microsite supports six primary personas through three role-based branches and one connected conversion architecture.
Classification is sequential, not parallel: role, then location, then new or existing, then immediate intent. Knowledge and confidence influence content depth later. The experience route is derived from those four answers — it is never a homepage card the visitor has to decode.
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Six primary personas
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Persona → narrative → pages → CTA strategy → conversion
One line per persona. The narrative is the homepage promise, not a campaign strapline.
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Secondary: {{ r.cta2 }}
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Universal acquisition journey
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Content sequence inside those stages
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Supporting states — not primary personas
These are filters, tags and variants applied to the six personas. They do not receive persona cards of their own.
Persona archetypes are behavioural and contextual. No demographic data, photography or fictional biography is used.
03 B
Classification and Routing Logic
Four questions, asked only where relevant, followed by a derived route.
This is a decision framework, not four mandatory questions. Confirm important assumptions; do not repeatedly ask what is already known. Knowledge or confidence is not asked here — it is a supporting content-depth state, set below.
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Why this question is asked
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Derived routes
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Test the routing logic
Answer as a visitor would. The route, narrative, starting page and CTAs are outputs.
01 Role
02 Location
03 New / Existing
04 Investment Intent
Intent options appear once role and relationship are known — the question set changes by branch.
Content Depth — supporting state, not a gateway question
One-click location switch
Content Depth changes presentation depth, not investment relevance. Switching location preserves role, relationship and the equivalent intent.
Persona
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Derived route
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Homepage narrative
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Product Listing state
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Content mode
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Recommended starting page
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Primary CTA
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Assisted CTA
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Questions that can be skipped
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Unchanged if location is switched
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03 C
Persona Profiles
Each persona changes the narrative, the depth, the product order and the conversion — not the page count.
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Relevant route
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Primary conversion
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Role
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Location
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Relationship
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Content depth signal
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Motivations
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Primary questions and concerns
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Content depth and products
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Entry points
Priority content
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Key features
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Primary pages
Variants and states
Alternative conversions
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Assisted support
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Business opportunity
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Experience risks
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What changes for this persona?
The page set stays the same. These eight things adapt.
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Primary conversion
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Secondary and assisted
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Dependency and confirmation
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03 D
End-to-End Journey Explorer
Six journeys. Every one ends in a named outcome, not a vague conversion.
Journey
Journey view
Product type
Journey status
Phase
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Entry: {{ jEntry }}
Product
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Status
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Journey ends at
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Flow
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Stage detail · {{ drJ }}
Stage {{ drN }} — {{ drS }}
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Alternative outcomes
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Failure states and recovery
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Journey backbone — present in every journey
Eleven beats every journey passes through, whatever the persona.
Alternative paths
Eight departures from the primary journey. Each one has a defined recovery.
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03 E
Page and Screen Flow
Every journey resolves inside the confirmed fourteen pages, plus named external boundaries.
Filter the matrix
Persona / page
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Page names: P01 Home · P02 Product Listing · P03 Product Detail 1 (Master) · P04 Investor Centre · P05 Why GIFT City — NRI / Global · P06–P10 Product Detail 2–6 · P11 Our Company · P12 Our Team · P13 Contact Us · P14 Why GIFT City — Distributor.
Page sequence — {{ jId }} {{ jName }}
Screen order for the journey selected in 03D. Change the journey there and this sequence follows.
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External boundaries
The microsite designs the handoff. It does not own what happens beyond it.
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03 G
Channel and Assistance Strategy
What can be completed here, what continues elsewhere, and what is not yet in scope.
WhatsApp, the AI guide, live chat, video consultation, QR continuation and advanced cross-channel continuity are labelled Separate Scope / Future-Ready Capability. They are not confirmed current-scope deliverables.
Task / channel
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AI-assisted GIFT City guide
R29 · Separate scope
A governed guide that explains and navigates. It never recommends, assesses suitability or confirms eligibility.
Allowed
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Prohibited
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Escalation logic
WhatsApp continuation
Separate scope · operational validation required
Suitable use cases
Illustrative prefilled message
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Guardrails
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03 H
Conversion, Failure and Recovery
Ten conversion types. Every failure state has a definite recovery action.
ID
Conversion
Dependency
Confirmation state
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Persona conversion map
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Primary
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Secondary
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Assisted fallback
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Conversion point
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CTA orchestration
Select a context to see the CTA set. Retail transacts; AIF and restricted products are enquiry-led.
User and product context
Primary
Secondary
Assisted
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Failure and recovery explorer
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Recovery
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Owner: {{ f.own }}
Defined journey endings
04
Information Architecture
How is the microsite organised?
Review how pages, content and key journeys are grouped so users can easily find the information and actions relevant to them.
For client review
Please review whether the proposed page grouping, navigation structure and page hierarchy are clear and complete.
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Why a user would visit
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Main action
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Intended audience
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Feedback required
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Use the chevrons to expand or collapse a section · click any page or section to see its details.
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Scroll to move around · use +/− to zoom · click any page or section to see its details.
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Screenshot pending capture
No screenshot has been fabricated. The crop below is specified for capture during production of the client pack.
Required crop: {{ lbSection }}
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Category cue
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Observed limitation
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Opportunity for ABSL
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