Mahindra

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Leveraging the true potential of voice search on smart-phones to get a pan-India audience talking to Mahindra Mutual Fund

Leveraging the true potential of voice search on smart-phones to get a pan-India audience talking to Mahindra Mutual Fund

INSTRUCTIONS

  • Click on the MIC Icon on the Bottom Right Hand Side of the Screen

  • Allow The Browser to Access Your Microphone

  • Say "Hello"

  • List of Commands will Pop Up.

  • Click on the Mic and Use Any of the Commands to Navigate Around the Site.

Compatibility

  • The Voice Engine is currently only available for Android Smart Phones & Chrome Browser Across Devices.

  • The Voice Engine will not function if the Device is connected to a projector due to lack of a voice input device.

Background

Mahindra Finance one of India’s Largest Rural NBFCs recently entered the Asset Management Business through Mahindra Mutual Fund which offers a variety of schemes pan-India, with special focus in rural and semi-urban markets. When Mahindra Mutual Fund invited us to create a future ready investor web property we explored thoughts beyond the interface & deeper into the experience.

Challenge

Mutual Funds as an investment instrument has predominantly been an urban concept with over 94% of mutual fund investments coming from Tier 1 cities.

Clearly it cues to sever lack of awareness and accessibility for a larger audience in the country which struggles to ‘type’ and discover.

Thus, making it a tall task to build familiarity for a range of Mahindra Mutual fund offerings and to efficiently connect and transact with a pan-India audience including potential first time investors across semi-urban & rural areas.

OPPORTUNITY

An ecosystem that uses existing technology to enable an future facing experience that’s democratic, inclusive, accessible and most convenient across audience clusters.

INSIGHT

We can speak 150 words per minute as compared to typing 40 words per minute - talking is definitely more convenient than typing.

We can speak 150 words per minute as compared to typing 40 words per minute - talking is definitely more convenient than typing.

Mobile traffic on websites is on an average between 40–60% of the overall traffic thus making mobile a focal point modality. Further 97% of all smart phones are voice search enabled in some form or the other yet less than 1% of websites are discoverable or optimized for voice search.

IDEA

A future ready digital innovation - Website that you can talk to - a custom voice engine delivered through the Mahindra Mutual Fund website across mobile devices.

Simply put discovery and access information that’s voice enabled.

Being relevant to a larger mass in the country the need of the hour was to create an interaction experience that was embedded in basic human behaviour - talk to seek information. To add to that the input system was simplified to a point that it would seamlessly respond to something a human would naturally say / ask questions.

Adding context to content, we built an integrated system of search by linking micro-data to corresponding web pages and also enabled it to continue to learn and evolve becoming more efficient over time with more voice searches

Using voice in all its diversity and blending it with technology, to create refined semantics and a seamless experience, we could make our information easily retrievable even for existing digital assistants

By 2020, 50% of all searches will be made with voice 30% of the searches will be done without any screen and by then the world would have just caught on to the trend.

RESULTs

  • AVERAGE MOBILE TRAFFIC
    70%
  • VOICE SEARCHES
    10%

    of average mobile traffic resulted in voice searches