Wealth Desk: Simplifying investments in the Indian market

User Experience Design, Mobile App

The world of finance is complex, and even more so when it comes to investing. Investing process that is filled with complex jargon, perplexing tables of numbers and tedious paperwork often renders us confused and deterred. While there has been a rise of app-based investing platforms, they don't really change the state of affairs - most often they are just a digitized version of the existing offline services.

The WealthDesk team approached us to help them with one goal - Simplify investing for the masses.

Designing the Application Map

Working closely with Wealthdesk team right from the get-go we understood that the complexity exists inherently in the entire process of investing. At the same time, there would never be a linear "user-flow" to such products and there'd be as many ways to use this product as there are users themselves. To build a strong underlying architecture for the app, that we constructed every possible scenario and then worked backward to shape the experience that would be as streamlined as possible.

Onboarding and Virtual Money

Encouraging people who have never invested before to participate in the market was one of the core motivations for the team to create a digital product. The approach to enable that was two-fold - WealthDesk asks investors a few quick questions at the start of the process and gave potential investors an overview of funds that would be right for them. The information was presented in a way that was simple to understand and enabled informed decision-making.

Not only did we aim for crystal clear communication, but people were also given the choice to try WealthDesk for 30 days with virtual currency. We created simulations of real-life experiences to help them understand what the actual process would be like.

Information Design and Architecture

Using appropriate layout and typography to create a visual hierarchy across the app, the information was made easy to understand and thus enable informed decision making especially for first-time investors.

Since fund managers could revise a fund’s composition at any time, and this was a time-sensitive matter, we added an auto-update feature. Fund revisions are auto-approved and can be controlled per fund.

We made it simple for investors to change the allocation of capital at any point in time and gave them extreme flexibility to do so.

Accommodating special cases

We understood that bumps and drops in the market and major market events could rattle investors. We designed the product so that WealthDesk could handle such events with sensitivity and provide investors with support.

TIME FRAME

Sept 2016 to December 2016

MY ROLE

I was in charge of UX, flows and information architecture and the interface design.

TOOLS

Sketch, Zeplin, InVision