A goal-focused investment app named Reason that assists users to intentionally invest towards financial goals with owned investments like stocks and crypto.
My Role
Lead UX Designer
Team
CEO, Developer and Project Manager
Scope
1 year for user flow, wireframes, visual designs, style guide and updates
Context
After noticing a need for an all-in-one investment platform, CEO of Reason and other financial literacy startups Tara Falcone reached out to see if i was interested in helping her build a tangible product.
Ask
Design a minimum viable product (MVP) and update on a quarterly basis after launching live.
Problem
Investing online is an unbundled chaos where users have multiple accounts and no experience that seamlessly connects them to personal goals.
Insight
Financial investments can be challenging, but informed individuals see it as an opportunity to fund their future.
Solution
Empowering experience that provides users with the tools to manage all owned investments in one place, on their terms.
Results
Over $193M worth of goal-focused investments were made with 70% coming from female users which is higher than industry standard.
Process
This project kicked off with a stakeholder interview where I met the founder and CEO of Reason. During this time I was briefed on the project, discussed scope of work and learned more about the apps vision, potential features and functionality. It was then followed by an extensive discovery and define phase that involved conducting an app audit, competitive analysis and analyzing 14 user interviews to understand the fintech category, user needs and uncover other opportunities that could streamline the experience.
Using insights gathered from research I moved into the design phase and a created user flow and low-fidelity wireframes to visualize future state of key screens throughout the entire experience. I then went through two rounds of usability testing to gather feedback and refine the experience. Once updated, I turn low-fidelity wireframes to high-fidelity designs with a cleaner look and feel by bringing in modern visual elements for a unique brand identity.
After those were approved I moved into the deliver phase and first design sprint where I added more screens and functionality to the initial experience in preparation of the MVP launching live January 2022. I went through two more design sprints later in the year for the public App Store launch in June 2022 and updates September 2022. Throughout this time I worked closely with developers and created an evolving style guide that aligned with the ReactNative UI framework Reason was created on. Reason was unfortunately shut down June 2023 to due to lack of funding.
