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Investia Web & Mobile Ux Case Study

Investia is an online inventory financing platform that empowers companies to secure funding through non-traditional means.

250+ Mobile & Web

Screens

6 - 8 months

Duration

Co-Lead UX & UI

Role

B2B, B2C & Fintech

Enhancing the user experience for a complex Fin-Tech platform

The main UX challenge for Investia’s inventory financing platform was catering to a diverse user base, ranging from businesses seeking financing to backers providing it. These users, from novices to power users, required different levels of guidance.

"My team and I successfully delivered a user-friendly applications for both mobile and web that streamlined complex financial and platform-specific features"

200%

Increased new user rate in the first 2 months.

200%

Increased new user rate in the first 2 months.

40%

Reduction in cost of acquiring business users.

40%

Reduction in cost of acquiring business users.

"His user-centric thinking and design skills were instrumental for the duration of this work, which was over a year. I'd recommend Arun for any complex project."

By Scott McKay, CTO Kickfurther.

"His user-centric thinking and design skills were instrumental for the duration of this work, which was over a year. I'd recommend Arun for any complex project."

By Scott McKay, CTO Kickfurther.

Explore Solution

Exciting News! 🌟

I'm thrilled to share a recent milestone with you all. Investia, has received a prestigious nomination for International UX Design Awards 2023! 🎉

View Details

Goal

The goal was not just to fix existing limitations but to significantly enhance the overall user experience and interface, making it more engaging and user-friendly. We aimed to create a mobile application to onboard more users, enhance the web dashboard experience for businesses and backers, establish brand guidelines, and develop a strong design system for future use.

Solution

To solve Investia’s challenges, we designed the platform to create a user-friendly mobile app and revamped the web dashboard. The new design features a modern interface, enhanced navigation, and critical tools like estimation calculators.

During usability testing, 85% of participants were very happy with the new dashboard, and 94.3% successfully completed investing based on estimated steps. Initial demos of the mobile app received positive feedback from power users, highlighting improved user engagement and accessibility.

Discover Phase

Team Kickoff

When I joined the Investia project, it was clear that the team needed a fresh perspective and a structured approach to tackle the redesign.

🙍🏼‍♂️ My Manager suggested taking the design lead on this project with the creative director as a guide.

I began by:

Conduct a series of kickoff meetings with the stakeholders, developers and Engineers.
I started with research and discovered a phase to understand the current state of the project, identify key challenges, and set clear objectives.

When I joined the Investia project, it was clear that the team needed a fresh perspective and a structured approach to tackle the redesign.

🙍🏼‍♂️ My Manager suggested taking the design lead on this project with the creative director as a guide.

I began by:

Conduct a series of kickoff meetings with the stakeholders, developers and Engineers.
I started with research and discovered a phase to understand the current state of the project, identify key challenges, and set clear objectives.

Client Questionnaire

A questionnaire had been conducted to uncover critical insights about their business goals, target audience, and existing pain points.

The questionnaire uncovered:

Current client product doesn’t have any brand style yet.
They wanted us to build a Mobile App MVP.
To bring in fresh design and features to their current web dashboard.
They wanted a platform which could ease the complexity of their financial tool for their target audience.

"🙍🏼‍♂️ I was able to see that this project has a large scope and requires my team and myself to work aggressively"

A questionnaire had been conducted to uncover critical insights about their business goals, target audience, and existing pain points.

The questionnaire uncovered:

Current client product doesn’t have any brand style yet.
They wanted us to build a Mobile App MVP.
To bring in fresh design and features to their current web dashboard.
They wanted a platform which could ease the complexity of their financial tool for their target audience.

"🙍🏼‍♂️ I was able to see that this project has a large scope and requires my team and myself to work aggressively"

Competitive Analysis

We examined similar platforms in the market to identify their strengths and weaknesses which could help in our research. A basic heuristics on competitors' digital tools.

🙍🏼‍♂️ Here are some key observations:

Kickstarter has a minimalistic design dashboard which has all the necessary elements structured based on priority that each element has.
Amazon finances dashboard is simple yet has very powerful features which could potentially help users to keep track of their finances.
Onramp funds landing page has all the crucial elements which could convert a user into an engaging customer.

We examined similar platforms in the market to identify their strengths and weaknesses which could help in our research. A basic heuristics on competitors' digital tools.

🙍🏼‍♂️ Here are some key observations:

Kickstarter has a minimalistic design dashboard which has all the necessary elements structured based on priority that each element has.
Amazon finances dashboard is simple yet has very powerful features which could potentially help users to keep track of their finances.
Onramp funds landing page has all the crucial elements which could convert a user into an engaging customer.

Gathering Quantitative
Data and KPIs

To understand the current issues and gather insights, my team and I conducted a user survey targeting Investia’s primary users: small business owners and individual investors.

The user survey included 20 participants and 4 for user interviews. Primarily aged between 25-45, with a mix of new and experienced users of the platform.

75%

reported that the current tool to track their earnings is really hard to use.

60%

expressed difficulties in understanding the available data and analytics.

45%

felt the need for more intuitive navigation and layout.

Ideation Phase

Define Users

During our brainstorm session we were able to identify the main difference between different types of users based on existing customer data that the client provided.

🙍🏼‍♂️ We were able to derive Two types of users: Buyers and Business.

💰 Buyers: These people are the ones who invest their money in business’.

💼 Business’: They are one who are looking to fund their inventory.

During our brainstorm session we were able to identify the main difference between different types of users based on existing customer data that the client provided.

🙍🏼‍♂️ We were able to derive Two types of users: Buyers and Business.

💰 Buyers: These people are the ones who invest their money in business’.

💼 Business’: They are one who are looking to fund their inventory.

User Stories

The user stories were curated based on the user interviews and We developed user stories to capture the specific tasks and goals of our users. These stories helped us prioritize features and functionalities for the Investia platform.

User Flows

We mapped out detailed user flows to visualize the steps users would take to accomplish their goals on the Investia platform. This helped us identify potential pain points and optimize the user journey. Client product team helped us in understanding the current product in and out.

Lo-Fi Wireframes

To quickly iterate on design concepts, we created low-fidelity wireframes. I divided work among fellow designers and made sure each of us focused on assigned user flows.

🙍🏼‍♂️ While we collaborated as a team for a cohesive look, I worked on Onboarding Flows and Dashboard.

The Dashboard should be minimalistic yet cater as the anchor point for the entire Website. These wireframes served as a foundation for our subsequent design iterations.

To quickly iterate on design concepts, we created low-fidelity wireframes. I divided work among fellow designers and made sure each of us focused on assigned user flows.

🙍🏼‍♂️ While we collaborated as a team for a cohesive look, I worked on Onboarding Flows and Dashboard.

The Dashboard should be minimalistic yet cater as the anchor point for the entire Website. These wireframes served as a foundation for our subsequent design iterations.

Designs

Moodboard Inspirations

Creating a moodboard was an essential step in establishing the visual direction for the Investia platform. We gathered a collection of images, color palettes, and design elements that reflected the desired aesthetic and feel of the platform.

UI Inspirations

To further refine our design approach, we looked at UI inspirations from other successful financial platforms and apps. This helped us identify best practices and innovative design solutions.

🙍🏼‍♂️ Key inspirations included:

1. Modern UI Trends: Incorporating flat design and minimalistic elements.

2. User-Centered Design: Focusing on user needs and ensuring an intuitive interface.

3. Data Visualization: Using clear and effective ways to present complex financial data.

To further refine our design approach, we looked at UI inspirations from other successful financial platforms and apps. This helped us identify best practices and innovative design solutions.

🙍🏼‍♂️ Key inspirations included:

1. Modern UI Trends: Incorporating flat design and minimalistic elements.

2. User-Centered Design: Focusing on user needs and ensuring an intuitive interface.

3. Data Visualization: Using clear and effective ways to present complex financial data.

Design System

Since the client had a very basic brand guideline document we proposed building a design system based on the atomic design system concept. Creating a design system was crucial for maintaining consistency across the Investia platform.

This guide included detailed specifications for colors, typography, buttons, icons, and other design elements.

🙍🏼‍♂️ Ultimately, the Creative Director and I decided to maintain a minimalistic design approach in color schemas.

UI Iterations

Mobile

Designing mobile screens was a critical part of the Investia project. We focused on creating a responsive and user-friendly interface that allowed both buyers and businesses to access key features on their mobile devices.

Web

In addition to mobile screens, we also redesigned the web interface to enhance the user experience for desktop users. This included optimizing the layout and functionality of key pages.

🙍🏼‍♂️ Key web screens included:

1. Home Page: Presenting an overview of the platform and its benefits.

2. User Dashboard: Providing detailed information and tools for both buyers and businesses.

3. Data Visualization: Enhancing the presentation of investment and funding data.

In addition to mobile screens, we also redesigned the web interface to enhance the user experience for desktop users. This included optimizing the layout and functionality of key pages.

🙍🏼‍♂️ Key web screens included:

1. Home Page: Presenting an overview of the platform and its benefits.

2. User Dashboard: Providing detailed information and tools for both buyers and businesses.

3. Data Visualization: Enhancing the presentation of investment and funding data.

Data Visualization and Micro-Interactions

Data visualization was a crucial aspect of the Investia platform, focusing on clear and effective presentations of complex financial data. I took charge of creating data charts, utilizing open-source tools for data visualization.

🙍🏼‍♂️ I collaborated closely with developers to ensure the chosen graphs were easy to integrate and user-friendly, allowing users to easily track their investments.

Key aspects included:

1. Investment Analytics: Providing detailed insights into investment performance.

2. Funding Overview: Visualizing funding details and repayment schedules.

3. Micro-Interactions: Adding subtle animations and interactions to enhance user engagement.

🙍🏼‍♂️ I collaborated closely with developers to ensure the chosen graphs were easy to integrate and user-friendly, allowing users to easily track their investments.

Key aspects included:

1. Investment Analytics: Providing detailed insights into investment performance.

2. Funding Overview: Visualizing funding details and repayment schedules.

3. Micro-Interactions: Adding subtle animations and interactions to enhance user engagement.

Investia Web App Prototype

Dev Handoff

The final step in our process was the handoff to the development team. We made sure all design assets were clearly annotated with important notes and measurements. Each team member handled annotations for their screens, and we collaborated to ensure everything was thoroughly documented and ready for a smooth developer handoff.

Thank you!

Looking Back

Reflecting on the Investia project, it was a challenging yet rewarding experience. We successfully redesigned the platform to meet the needs of both buyers and businesses, enhancing the user experience and functionality. The collaboration with the team and the client was crucial in achieving our goals, and the final product is a testament to our hard work and dedication.

Next Steps

1. Post-Launch Monitoring: Monitor user feedback and engagement metrics.

2. Feature Enhancements: Prioritize and implement additional features based on user feedback.

3. Scalability and Performance: Optimize the platform for scalability and performance.

4. User Training and Support: Develop training materials and provide ongoing customer support.

5. Marketing and Outreach: Promote new features and engage with the user community.