InvestEd
Mobile app for Finance education
CLIENT
Hypothetical
PROJECT DURATION
Mar '24 - Jul '24
KEY MOMENTS
PROBLEM STATEMENT
Design a product for someone (youth, well educated, well earning, early career) who has trouble planning and tracking their finances so that they become better at financial planning and have a secured financial future.
PROJECT BACKGROUND
InvestEd wants to develop a finance guidance app for young adults. This project aims to provide a user-friendly platform with features such as budgeting, expense tracking, and financial education. It will focus on budgeting, investment guidance, and overall financial well-being. With this app, we seek to empower users with an engaging interface, customisable features, and educational content.
HIGH LEVEL GOALS & OBJECTIVES
The goal of the app is to empower young adults with practical tools, promoting sound financial decision-making and responsible money management within a comprehensive and engaging user experience.
OBJECTIVES
Empower young adults with a user-friendly finance management app.
Enhance budgeting skills, provide investment guidance, and promote overall financial well-being.
Foster responsible financial habits and decision-making through an engaging and educational user experience.
USER RESEARCH
RESEARCH METHOD
SECONDARY RESEARCH
I began by gathering data on financial literacy trends among young adults in India. This helped me understand the key challenges they face and the importance of financial education.
COMPETITIVE ANALYSIS
A competitive analysis was done to study existing financial apps - identify their strengths, weaknesses, and gaps in the market.
SURVEY
I conducted online surveys to collect quantitative data on users' financial habits, goals, and preferences. This step helped me identify common trends and user needs.
USER INTERVIEW
Finally, I conducted in-depth interviews with four potential users to explore their experiences and challenges with managing finances.
COMPETITIVE ANALYSIS
IN-DEPTH USER INTERVIEWS
I conducted online surveys to collect quantitative data on users' financial habits, goals, and preferences. Then I interviewed four potential users to gain a deeper understanding of their experiences and perspectives. I then synthesised the data by creating an affinity map, which helped me identify key findings.
SURVEY RESPONSES
No. of participants: 40
Age range: 18 to 40 years
87.5% of participants use mobile banking
47.5% of participants invest
40% of participants track their expenses
No. of interview participants: 4
KEY QUOTES BY PARTICIPANTS
OBSERVATIONS FROM USER INTERVIEWS
DEFINE
USER PERSONAS
Based on the user interviews conducted, we have identified two distinct persona archetypes:
Novice
Lacks basic understanding of investment types and strategies
Doesn’t track expenses or know how to analyse income and expenses
Advanced learner
Has basic understanding of some investment options
Knows how to track expenses but struggles to do so due to time constraints
KEY INSIGHTS
OPPORTUNITIES
Due to busy work schedules, users find it difficult to take out time to track income & expenses
Novice users don’t utilise their savings for financial growth due to lack of knowledge on finance management & investment types
Users with basic understanding of finance want to learn more about different type of investments & risks involved in order to make better financial decisions
INSIGHTS
Users need effortless, time-saving methods to track expenses and manage finance because of their busy schedule
Beginners lack financial education to explore investment options and confidently manage their finances
Advanced investors need further guidance to diversify their portfolio and make well-informed decisions based on their long term goals
POV STATEMENTS
USER NEEDS
Understand the basics of personal finance and investment options
Learn to manage money effectively despite their busy work schedule
Expand knowledge about investment to diversify portfolio
POV STATEMENTS
A young professional interested in exploring investment opportunities wants to understand the basics of personal finance and investments so that they can manage & utilise their savings for financial growth
An intermediate level investor needs guidance to manage and diversify their portfolio effectively so that they can make well informed decisions and optimise their portfolio to align with their goals
HOW MIGHT WE…
IDEATION
SELECTED IDEAS
Users can track their investment portfolios in real-time, with AI-powered analysis providing personalised recommendations for optimising portfolio performance.
Users can participate in a peer-to-peer review system where they can share their portfolio, review investment products and services, and seek advice from fellow investors.
Case studies provide valuable insights and inspiration for users looking to learn from the experiences of successful investors.
As a premium service, users can schedule virtual one-on-one sessions with investment experts for personalised guidance, portfolio reviews, and investment strategy consultations.
PROJECT GOALS
FEATURE SET
MUST HAVE
Personal Finance course
Virtual portfolio
Investment portfolio tracking
Goal tracking
AI investment coach
News articles and market insights
NICE TO HAVE
Finance Community
Virtual 1:1 session with Investment experts
Peer to peer review
SUPRISING & DELIGHTFUL
Case study on financial influencers investment strategies
Step-by-step demo on finance skills such as budget worksheet, portfolio rebalancing, etc.
CAN COME LATER
Advanced investment courses
Webinars, workshops and personalised coaching
INFORMATION ARCHITECTURE
SITEMAP
The sitemap is structured for easy navigation between key features like the Personal Finance course, portfolio and community. It also includes sections for market insights, notifications, and portfolio performance, ensuring users can quickly access the tools and resources they need.
HOME PAGE & COMMUNITY
PORTFOLIO & LEARN PAGE
TASK FLOW
TASK 1: Completing a learning module
TASK 2: Creating and managing virtual portfolio
TASK 3: Transitioning to a real portfolio- Setup a real portfolio
LO-FI WIREFRAMES
The lo-fi wireframes provided a clear, simplified blueprint of the app's layout and user flow. I started with basic pen-and-paper sketches for key features like the Personal Finance course, Virtual Portfolio, and Investment Portfolio. Afterward, I translated these into more detailed scale drawings on Figma. This process helped me identify potential usability issues early, allowing for iterative improvements before progressing to high-fidelity designs.
USER INTERFACE DESIGN
MOODBOARD
UI KIT & BRAND IDENTITY
The UI kit for InvestEd reflects the app’s playful yet professional tone, combining clean typography with a vibrant color scheme. I chose Montserrat and Source Sans Pro to give the app a modern, cool vibe, while green and coral accents highlight growth and education. The soft mint and white background colors keep the interface light and approachable. To maintain a youthful feel, I incorporated cute, minimalistic illustrations throughout the app.
HI-FI WIREFRAMES
HOMEPAGE & COMMUNITY SCREENS
VIRTUAL PORTFOLIO & LEARN
INVESTMENT PORTFOLIO
ACCOUNT CREATION & ONBOARDING FORM
WELCOME SCREENS
USER TEST
RESEARCH GOAL
To conduct a usability test to understand end users' preferences, with the aim to evaluate how users navigate the app, complete tasks and engage with educational content.
RESEARCH METHOD
Conducted tests remotely using zoom
Used affinity mapping method to identify common themes and recommendations Sorted the feedback using feedback grid
Sorted recommendation through frequency to severity mapping to prioritise results
TASKS
Account creation & Onboarding
Complete a lesson
Add a goal
KEY SESSION TAKEAWAYS
The reading content in the lessons could be highlighted to emphasise only what is important.
In the Learn section of the homepage, CTA button “continue” may not be clearly communicating its purpose
The active lesson colour is close to grey which might confuse some users
Participant 3 did not understand which CTA button is for what in the Learn module section in homepage
FEEDBACK GRID
FINAL ITERATIONS
HOMEPAGE
PERSONAL FINANCE COURSE- LESSONS
CASE STUDY KEY INSIGHTS
This project was a bit challenging for me since I knew little about personal finance, especially in the Indian context. But I believe that as a designer, I should be ready to tackle any problem, no matter how unfamiliar. Also, coming in with fresh eyes helped me stay open-minded and unbiased, allowing me to discover new insights along the way.
When I started talking to users, I realised just how varied their experiences with finance were. Some knew nothing about it, while others were deeply involved. This range of perspectives made it clear that the app needed to cater to different levels of knowledge.
My research also highlighted the importance of financial literacy and showed me that sometimes, the simplest tools can be the most effective. This understanding led me to create straightforward how-to guides and step-by-step demos. I also saw the potential to connect beginners with finance experts and influencers, turning the app into a platform that not only educates but also provides support and community. Overall, this project reinforced the idea that listening to users and simplifying complex topics is key to making information accessible to everyone.