Vesti
2024
Investment / Fintech
UX Researcher & Designer
1 Front End Dev, 2 Backend Devs, 2 Product Managers
Heritors Labs
A global investment app designed to empower African and diaspora users to confidently invest in international securities.
Vesti
Project
Overview
To design a mobile investment platform for Vesti that empowers Africans and the diaspora to invest in the global securities market, and to create the necessary documentation to secure funding. I partnered with a key stakeholder to translate business goals into a product vision, leading the process solo from research and documentation through to wireframes, and hi-fidelity prototypes.
View Portfolio
Learn and Grow with Vesti
Discover and explore investment options
Invest with Vesti/Make Transactions
Create and view content
Vesti Wallet
The
Problem
The primary challenge was to design a platform that not only provides access to global securities but also builds trust and confidence with the target audience.
The
Situation
Stakeholders provided an initial idea, some previous designs, and existing research. My task was to expand this into structured UX documentation and high-fidelity prototypes that could be used to attract funding and partnerships.
My Role
UX Designer- I led the full design process, from research and strategy to wireframing, UI design, and stakeholder presentations. My role included designing for both usability and regulatory compliance in a FINRA- and SEC-regulated context.
Later appointed Product Lead for the project.
The
Process
Given the 3 month timeline, I adapted my process to rely on existing research and secondary insights. By combining desk research, product documentation, and iterative design, I was able to create high-fidelity prototypes within the project’s constraints.
Research & Discovery
I combined quantitative and qualitative research to deeply understand users:
Kwesi
Efua
Nana Kwame
Elishida
“My favourite features are the “little nuggets of wisdom” my app gives and the updates I receive on my investments”
~Kwesi
“People don't have a framework with which they analyze stocks, so they they think the market is rigged and is similar to gambling.”
~Efua
“Building trust with people and helping them understand the global financial market including the risks is key. People need to understand that even the best investors in the world lose money,It's just part of the game. This is just like a risk you have to face nothing is really safe, even the US
~Nana Kwame
“I use mobile apps but I don’t fully trust in them because they serve as another layer of risk to me. I appreciate how easy and straightforward most apps are though, with their automated features and the ability to buy and sell with mobile money however.”
~Elishida
Direct Competitors (US)
Direct Competitors (Ghana)
Synthesis: All findings were consolidated into key observations, challenges, frustrations, and opportunities. This research directly informed the problem statements that Vesti would be solving.
Strategy & Documentation
With the research complete, I translated my findings into a clear strategy and supporting documentation which included:
User Personas to represent the target audience, User Journeys and Flows to map end-to-end interaction flow, from onboarding to trading to withdrawal.
Nana Kwame a.k.a Kwamzz
Kwame is a 29 year old marketing manager living in Accra, Ghana with a disposable income between GHS1,000-GHS 5,000.
Comfortable using smartphones and apps for various tasks.Uses online banking and mobile payment platforms regularly."I know what I'm doing, but I want an app that keeps up with me and my goals."
Deborah a.k.a Debbie
Debbie is a 44 year old Restaurant manager. She's Ghanaian but lives in the UK with a disposable income between GHS 5,000-GHS 10,000.
Comfortable using smartphones and apps, but may need some guidance for financial applications."I want to learn how to invest.Show me how it works before I jump in. I need some reassurance."
Ideation & Early Exploration
I also brainstormed how technology, including AI-driven recommendations, machine learning, and blockchain transparency, could enhance trust and usability on Vesti.
Stakeholder Alignment: I presented my findings to stakeholders using graphs, charts and images to visually represent the data and foster a shared understanding of the product's direction. I also created a comprehensive report outlining all findings.
Design & Execution
Once the flows were established, I created wireframes and interactive prototypes in Figma. I refined them through stakeholder feedback loops, focusing on reducing cognitive load and making investing feel simple and safe.
Onboarding & Sign Up
Home, Buy & Portfolio
Learn, Invest & Account
Visual Design: The design's goal was to convey trust and professionalism while being friendly and approachable for first-time investors. The brand colors and elements were used to achieve this balance.
The
Result
- Business Growth: The materials were used to attract and establish partnerships with other businesses, expanding the company’s reach.
- Market Entry: The designs are currently being used to secure the necessary licenses for Vesti to begin operations in the United States and Ghana, marking a significant milestone for stakeholders.
The designs and documentation I created had a direct and measurable impact on the business.
This project demonstrates my ability to lead an end-to-end design process from research and strategy to final execution, delivering tangible business results.
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