Exploring Investments
Investment app
2024
Product Design
The challenge
Customers couldn’t easily explore or research investments on the mobile app. There was no discovery journey, which led to low engagement and poor customer feedback.
We needed to design a seamless mobile experience that would help both novice and experienced investors explore, learn, and invest confidently, without overwhelming them.
My role
This was my first project with the company. I led the design for the new Explore Investments experience and partnered with a cross-functional squad for over a year to deliver it.
Impact
46% increase in trading volume via the app.
20,000 investment asset searches in the first month.
54% increase in mobile investment trading.
What I did
Defined the UX strategy with the Product Owner, ensuring clear goals, timelines, and success measures.
Conducted stakeholder interviews to understand the investment proposition and platform constraints.
Created user story maps, detailed user flows in Figma and interactive prototypes.
Facilitated design reviews and storytelling sessions to align the team and key decision-makers.
Conducted unmoderated testing using Usertesting.com to quickly validate the designs and worked closely with user researchers to conduct moderated customer interviews.
Partnered closely with the development team, using my coding background to bridge the gap between design and build.
Overcoming design challenges
Technical Constraints: Worked side-by-side with developers to navigate API limitations and provided hands-on CSS guidance.
Compliance: Balanced user experience with regulatory approvals without compromising the design.
Accessibility: Prioritised WCAG Level AA standards to ensure the experience was inclusive.
Looking Ahead
This new experience laid the foundation for an evolving investment hub where customers can trade, learn and stay engaged.
