FLIT Invest - Product Design

Visual Designer

UX Designer

Product Designer

Figma

FLIT Invest

FLIT Invest is an automated investing app designed to grow your wealth while making an impact. Align your investments with your values, and see how your money is shaping the world for the better.

FLIT Invest

Overview

As a small design team member, I assisted in completing the onboarding screens and led the design team in delivering the first screens developed by iOS developers.

My primary responsibility was to design the portfolio section of the product, providing complete transparency to users about where every dollar they invest will go and educating them on how we structure their investment portfolio, mainly teaching unfamiliar investment terms to beginner investors.

Team

3-5 Design team members

Timeline

1 Year

Problem Statement

FLIT Invest's target demographics are climate-conscious young adults in their mid-twenties who are beginner investors looking to grow their wealth.

These users are interested in sustainable investing and want to hold companies accountable for their actions with impact investing. They also want access to impact investing, typically reserved for the wealthy, without sacrificing returns.

Userbase

FLIT Invest’s target demographics are climate-conscious young adults in their mid-twenties. They are beginner investors who are ready to grow their wealth.

Primary User

Supplemental User

Competitor Analysis

Market Competition

Graphic and chart heavy

Our analysis found that traditional investment advisors' graphic and chart-heavy approach to presenting investment information could be more intimidating for our target users.

Terminology

Investment assets can be labeled and broken down in many ways, but this means teaching too many investment terms. We needed to simplify our approach to teach beginner investors basic terminology.

See every dollar

Users must see that their money is invested in sustainable funds based on their values. They must trust that their money is going to sustainable causes.

Traditional investment portfolio dashboards

Taskflows

Scenario 1: What is in Gender Equality?

A user selected Gender Equality as one of their Investment Themes. Next, they want to see what investment funds have been selected for their theme and the underlying holdings for that fund.

Scenario 1

Scenario 2: I want to deposit more money.

The user wants to see their current deposit amount and increase the amount they can contribute monthly.

Scenario 2

Existing Portfolio Section

Existing design

Existing Portfolio Section Feedback

Confusing

Users needed clarification about how their money was allocated. Why bonds vs. stocks? Why show sectors and geographies?

Unfamiliar

This section was the first time users saw the terms sectors, and geographies. However, we needed more connection between the values users chose earlier and this app section.

Unnecessary terms

Beginner investors needed help understanding basic investment terms, and we needed to provide a way to teach users.

Portfolio Section Redesign

Scenario 1

Scenario 2

Portfolio Section Redesign Results

Simpler

The portfolio section was redesigned to be simpler, breaking down FLIT's methods more straightforwardly

Familiar

We also restructured the entire sign-up flow to teach users about the two sections of their FLIT portfolio, making the terminology familiar when they reached this section.

Teach

To teach beginner investors about basic terminology, we added captions to each section and a tutorial section is in development to provide additional help in understanding the section.