Case Study
Investorey Website
As a part of the fouding team, created Investorey’s website from ground-up to make their wealth management services clearer and easier to explore. My role covered everything from creating the site flow beginning with user research, to building a consistent design system. All while collaborating with the engineering team for a seamless implementation. The following UX and UI design presents Investorey as a credible, user-friendly platform that better converts visitors into clients.
Company
Investorey
ROLE
Lead UI/UX & Design
Tool
Figma, Photoshop, Illustrator, Figjam
40%
Increase in Visitor Sign-ups
32%
Improvement
in Page Engagement
27%
Faster Navigation Across Sections
Key Result
Overview
Credible Presence
Coupled with user research and data points given, build a trustworthy fintech website that reflects Investorey’s brand and values to attract potential clients.
Clear Communication
Establish the brand narrative, present Investorey's offerings, benefits, and key services in a way that’s easy to understand.
Information Hub
Provide clear, structured details about Investorey's services, products, and expertise to support client decision-making. Ensure user feedback is incorporated at every stage.
Business Goals
The Process
Discovery
Discovery Workshops
User & Competitive Research
User Persona Definition
Audit & Assess
Audit Scope Definition
Product & System Audits
Audit Findings Analysis
Define
Heuristic Definition
Opportunity Brief
IA & Navigation Updates
UI/UX Iteration
Deliver
Audit & Brief Handoff
Key User Flow Updates
Wireframes & Hifi Concepts
Design Roadmap & Backlog
Discovering the Vision
The process kicked off with discovery workshops to better understand Investorey's business goals, challenges, and constraints.
DISCOVERY FOCUS AREAS:
• Discovery Workshops
• Goals, Challenges, Constraints
• User Research & Personas
Business Goals
✦ Identify UX issues & opportunities
✦ Improve intuitiveness & efficiency
✦ Establish governance & consistency
✦ Streamline workflows for updates
Challenges
✦ Broken design system with gaps
✦ Disjointed UX in flows & navigation
✦ Misaligned design system/platform
✦ Lack of governance & sporadic UI
Constraints
✦ Vast platform & features to assess
✦ Tight timeline due to new launches
✦ Complex design system to grasp
✦ No time to test designs with users
PROBLEM STATEMENT
As a founding team member, I was tasked with creating a digital platform from the ground up. There was no existing interface, structure, or workflow, which made it challenging for users to complete tasks efficiently or access information. The goal was to design a scalable, user-centered UX/UI that establishes a cohesive experience, simplifies complex processes, and aligns with both user needs and business objectives.
HOW MIGHT WE?
How might we create a cohesive design and content strategy that builds trust, communicates Investorey’s value clearly, and ensures the website is scalable for future growth.
THE APPROACH
We started with a detailed audit of the existing website to uncover gaps, inconsistencies, and areas that needed improvement.
Audit Deep Dive
The first two weeks were spent talking to potential clients, understanding user feedsbacks and brainstoring with internal teams regarding the requirements for Investorey’s website and design assets.
AUDIT FOCUS AREAS:•
• Visual Styles
• Components
• Structural Elements
• UX Assessments
LOGGED-OUT EXPERIENCE
Home Page
The Homepage introduced Investorey’s services in a clear, approachable way, guiding users to explore product categories, browse featured opportunities, and try out the wealth calculator. Simplified messaging and uncluttered layouts make the platform easier to understand, while well-placed calls-to-action encourage sign-ups and deeper engagement.
GETTING STARTED
Login
Login screen was redesigned multiple times too make sure it follows the latest visual styles and components.
LOGGED-IN EXPERIENCE
Opportunities Page
The Opportunity Listing Page provided a clear overview of all available investment opportunities, organized by product categories and filters for easy discovery. Each listing highlighted key details like expected returns, risk level, and minimum investment, helping users quickly compare and evaluate options. Featured opportunities were prioritized at the top to capture attention, while consistent layouts and intuitive navigation ensure a smooth browsing experience.
LOGGED-IN EXPERIENCE
Dashboard
The Dashboard brought together everything an investor needed in one place. It opened with a "Summary View" for a quick snapshot of overall investments and key metrics. The "My Portfolio" tab gave a detailed breakdown of holdings, performance, and allocation to help track progress. The "Transactions" tab kept a transparent record of all past and ongoing activities for easy reference. The "One Family" tab highlighted a consolidated view across family members, enabling joint tracking of wealth and shared opportunities. Together, these views made the dashboard a central hub for monitoring, managing, and planning investments.
PERFORMANCE TRACKING
Referral Page
The Referral page made it easy for users to invite friends and family to join Investorey and earn rewards in return. From here, users could generate and share their referral link, track who they had referred, and see whether those folks had signed up or made an investment. The page also showed the total amount earned through referrals, giving users a transparent view of the benefits gained by growing the community.
Mobile Experience
MOBILE
A Responsive Experience
In addition to the web experience, it was important to consider how the experience would translate to mobile. For the first version, the focus was on core features, but the design was created to scale for future mobile enhancements.
