Estrella García
End-to-end investment web app and desktop platform for a private bank, allowing clients to browse and purchase investment funds.
One of the major challenges was the registration process. Due to legal requirements, users had to go through a lengthy onboarding process, including identity verification, document uploads, and regulatory compliance checks. This process could be overwhelming and caused frustration for new users. To address this, we:
Broke the registration process into manageable steps, providing clear explanations for why certain information was required. Added a progress indicator so users could see how far along they were in the process. Used tooltips and real-time feedback to guide users through form fields, ensuring the process felt smoother and less daunting. Streamlined document submission by allowing users to upload and verify documents directly within the app.
Another challenge was simplifying complex financial products for users unfamiliar with investment terminology. Investment funds come with variables such as performance history, risk levels, and fees, which can be confusing for the average user. We addressed this by:
Simplifying language across the app and using everyday terms to explain investment concepts. Visualizing data with easy-to-understand graphs, charts, and risk indicators that helped users compare funds quickly. Collaborating with financial advisors to ensure that the content remained accurate and compliant while being user-friendly.
With multiple stakeholders — from marketing and legal to compliance and business teams — it was challenging to balance their varying priorities. To manage this, we held regular meetings to ensure that the design met all legal, regulatory, and business needs without compromising the user experience.
We began with extensive user research to understand the needs and behaviors of potential investors. This included client interviews, surveys, and competitor analysis. We also worked closely with the bank's financial advisors to understand investment product offerings and legal requirements. Simultaneously, we conducted branding workshops to define the bank's identity and ensure the logo and visual design reflected its premium image.
The bank's identity was built around trust, security, and sophistication. We designed a minimalist yet elegant logo that symbolized growth and stability, aligning with the bank's values. The color palette was a combination of deep blues and golds to represent wealth and professionalism, with clean typography for a modern, accessible feel.
We mapped out the user journey from logging in, exploring investment options, to purchasing funds. Special care was taken to simplify the process and remove any unnecessary friction. A clean, premium design helped make complex financial data more approachable. Fund performance, risk levels, and fees were presented in simplified formats using interactive graphs and visual indicators.
The private website complemented the app, offering a detailed dashboard for clients to track their investments, view personalized reports, and access exclusive financial content. The design remained consistent with the app, ensuring a cohesive user experience across platforms.
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