WealthGrow Investment Platform
A consumer-facing investment platform for portfolio management, financial analytics, goal tracking, and seamless transactions.
ROLE
Lead UI/UX Designer
DURATION
5 months
TEAM
2 Designers, 5 Engineers
PLATFORM
iOS & Android App
OWNERSHIP & SCOPE
End-to-End Mobile App Design (iOS & Android) · KYC Onboarding Optimization · Micro-interaction & Motion Design · Usability Testing with Novice Investors
DESIGN STACK
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.
MY ROLE & CONTRIBUTION
A sleek, approachable mobile app that educates users while providing powerful portfolio tracking tools.
Balancing the need for regulatory compliance (KYC, Risk Disclosures) with a frictionless, consumer-grade onboarding experience.
TARGET USER
Consumer — Checks social media for financial advice. Prefers automated investing (SIPs).
CORE FRICTION
Mandatory multi-step KYC (Know Your Customer) process causing fatigue Complex financial data needing to be presented simply on small screens
BUSINESS DRIVER
Retail investing saw a massive boom, but most legacy brokerages offered apps that were intimidating and cluttered, deterring younger, first-time investors.
KEY CONSTRAINTS
Mandatory multi-step KYC (Know Your Customer) process causing fatigue
Complex financial data needing to be presented simply on small screens
Building trust through UI (security vs. ease of use)
Evidence & Insights
Approach: In-person usability testing with 15 millennials (aged 22-35) who had never invested before. Analyzed the drop-off metrics of the existing MVP. 60% of users were abandoning the app at the identity verification stage.
USER INSIGHT
Red numbers cause immediate panic; users prefer context (e.g., "The market is down today, but you are up 12% this year").
DESIGN IMPLICATION
Gamify the savings and goal-setting process.
USER INSIGHT
Users preferred "Goal-based" investing (e.g., "Buy a house") over "Asset-based" investing (e.g., "Buy an S&P 500 ETF").
DESIGN IMPLICATION
Use conversational UI for the KYC flow instead of standard web forms.
USER INSIGHT
Biometric login (FaceID) significantly increased trust.
DESIGN IMPLICATION
Implement "Smart Insights" (e.g., "Your portfolio is up 5% this week due to Tech stocks").
Core Architecture & Trade-Offs
Every major interface decision was evaluated against real enterprise constraints, user cognitive load, and accessibility standards.
DECISION 01
Using OCR to scan ID cards automatically rather than manual data entry.
A premium, glossy mobile UI featuring glassmorphism elements and smooth gradients to make finance feel modern and approachable.
EXECUTIVE IMPACT SUMMARY
WealthGrow successfully transformed a daunting financial task into an engaging, habit-forming experience, capturing significant market share among millennials.
WORKFLOW SIMPLIFICATION
Transformed a multi-screen, multi-step provisioning process into a guided 3-step wizard with progressive disclosure.
ACCESSIBILITY & OBSERVABILITY
Redesigned status indicators with shape, color, and text — meeting WCAG 2.1 AA and eliminating ambiguity.
SYSTEM SCALE
Contributed storage-specific UI patterns back to the global HPE GreenLake design system.
Senior Practitioner Insights
Navigating the strict compliance requirements of SEBI/SEC regarding how returns can be visualized.