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Financial Services / FinTechiOS & Android App

WealthGrow Investment Platform

Duration

5 months

Role

Lead UI/UX Designer

Team

2 Designers, 5 Engineers

Tools
FigmaProtopieMaze

Project Overview

A consumer-facing investment platform for portfolio management, financial analytics, goal tracking, and seamless transactions.

Business Background

Retail investing saw a massive boom, but most legacy brokerages offered apps that were intimidating and cluttered, deterring younger, first-time investors.

The Problem

Novice investors felt overwhelmed by financial jargon and complex charts, leading to high drop-off rates during onboarding and low active engagement post-funding.

Objectives

  • Simplify the investment discovery process
  • Increase monthly active users (MAU)
  • Drive growth in Assets Under Management (AUM)

Success Metrics

  • ↑ 45% MAU
  • ↑ 25% AUM growth in Q1
  • Achieve 4.5+ App Store Rating

The Challenge

Balancing the need for regulatory compliance (KYC, Risk Disclosures) with a frictionless, consumer-grade onboarding experience.

1.Mandatory multi-step KYC (Know Your Customer) process causing fatigue
2.Complex financial data needing to be presented simply on small screens
3.Building trust through UI (security vs. ease of use)

Discovery & Research

Kickoff & Audit

Analyzed the drop-off metrics of the existing MVP. 60% of users were abandoning the app at the identity verification stage.

Identified that the MVP used technical terms like "EBITDA" and "Expense Ratio" without tooltips or explanations.

Key Pain Points

  • Users didn't understand how their portfolio was performing overall (time-weighted vs money-weighted returns).
  • Searching for specific stocks or mutual funds was cumbersome.
  • The app felt "cold" and transactional.

Opportunities

  • Gamify the savings and goal-setting process.
  • Use conversational UI for the KYC flow instead of standard web forms.
  • Implement "Smart Insights" (e.g., "Your portfolio is up 5% this week due to Tech stocks").

Research Methodology

In-person usability testing with 15 millennials (aged 22-35) who had never invested before.

Key Insights:

Red numbers cause immediate panic; users prefer context (e.g., "The market is down today, but you are up 12% this year").
Users preferred "Goal-based" investing (e.g., "Buy a house") over "Asset-based" investing (e.g., "Buy an S&P 500 ETF").
Biometric login (FaceID) significantly increased trust.

Personas & Journey

Arjun, First-time Investor

Consumer

Goals

  • • Start investing safely
  • • Understand where his money is going

Behaviors

Checks social media for financial advice. Prefers automated investing (SIPs).

User Journey Shift

Before

Download app -> Face 20-field form -> Abandon -> Leave 1-star review.

After

Download app -> 3-step conversational KYC -> Fund account via UPI -> Set "Vacation Goal" -> Invest in recommended portfolio.

Design Execution

UI Exploration

Typography: Outfit for headings (modern, geometric) and Inter for numerical data.

Colors: Deep Indigo primary brand color with vibrant Mint Green for positive gains and Coral Red for losses.

Design System Components

Asset CardsInteractive Line ChartsNumpad for transactionsBottom Sheets

Final Design Execution

A high-fidelity look at the final polished interfaces, components, and key interactions that were successfully handed off to engineering.

Final Design Mockups

Final Outcome & Impact

WealthGrow successfully transformed a daunting financial task into an engaging, habit-forming experience, capturing significant market share among millennials.

↑ 45%
Monthly Active Users (MAU)
↑ 25%
growth in Assets Under Management in Q1
4
Achieved a .8 App Store Rating

Key Learnings

  • •Navigating the strict compliance requirements of SEBI/SEC regarding how returns can be visualized.

Future Improvements

  • •Introduce social features allowing users to follow top-performing public portfolios.