My Wealthmaster - All in one financial tool and guide in your pocket

Introduction

Industry

Fintech

Role

Lead Designer

Service

Digital Product Design
& motion graphics

WealthMaster is a digital platform that consolidates fragmented investments into a single, automated portfolio, replacing manual asset management with real-time insights. Following a successful collaboration through Experience Haus, I was brought on to lead the research and design of a B2B2C enterprise licensing model. This involved architecting a system that allows financial institutions to integrate the platform as a white-label solution while maintaining a seamless, high-value experience for the end investor.

Challenge

Designing the digital experience for Wealthmaster required translating complex financial information into a clear and accessible product interface. The platform aimed to help users better understand and manage their portfolios, but financial data can often feel dense and difficult to navigate, especially for users who may not have deep financial expertise.

The challenge was to structure large volumes of data, including portfolio performance, reporting, and financial insights, into an interface that felt intuitive and easy to interpret. This required balancing clarity and usability with the accuracy and depth expected from a financial platform.

At the same time, the product needed to support structured workflows that allowed users to move seamlessly between different financial views and insights, helping them make informed decisions without feeling overwhelmed by the underlying complexity.

My role

In this project, I worked on the design of the digital platform, focusing on improving the clarity and usability of financial information. My responsibilities included:

UX research and understanding user needs around financial tracking
Designing user flows and wireframes for key investment features
Creating UI designs that communicate financial data clearly
Structuring dashboards and portfolio views for quick insights
Collaborating with developers to translate designs into the final product

Discover

The Visibility Gap

86%

of retail investors (~19M) are losing out on opportunities to grow their wealth because they do not keep a consolidated view of their portfolio.

The Generation Investor

"

Fifteen percent of current retail investors began investing in 2020, a new Charles Schwab survey showed.

Newbie investors’ appetite for short-term profits is going down. While 44% was trading for the short-term in 2020, only 28% said they would do that again in 2021.

B2B

WealthMaster offers customers real-time insights for managing cash accounts and investments to grow their wealth.

B2C

The platform provides businesses with analytics, competitor insights, user segmentation, survey creation, presentation templates, and asset management tools.

Competitor analysis

Direct competitors

Indirect competitors

Main competitors analysis

Interviewed 7 people

Primary issues

Difficulty in planning for future growth.
Insufficient knowledge or expertise.
Challenges in finding reliable news relevant to their portfolio.
Need for quick and thorough updates on their assets.

Define

User's understanding

Building on my research, I defined my target audience and mapped a user journey to highlight their key challenges. This deeper understanding allowed me to create tailored solutions to address their specific needs that are described bellow.

Develop

Research into practice

I achieved a deep understanding of real user challenges by creating a storyboard that visually mapped out their journey and scenarios. This process allowed me to identify potential design improvements early on.

Crazy 8's

Storyboard

After gathering the research, I began the design process by sketching initial wireframes on paper. This approach allowed for quick iteration and refinement of ideas. These wireframes were then developed into prototypes for user testing, ensuring the design met user needs.

Through my user testing, I gathered valuable feedback that helped me refine my designs. Based on this feedback, I adjusted the sitemap to clarify to the users that the profile section displays users' current progress and future outcomes, while the settings section is dedicated to editing personal details.