Designing a Daily Investment App from the Ground Up
Gotham Funds partnered with our agency to launch Invest5, a web app that helps users build wealth by investing just $5 a day. The goal was a simple, trustworthy experience that appealed to all users, especially beginners new to investing.
I led visual and UX design from concept through QA, working closely with stakeholders and developers to keep the product clear, accessible, and mission-focused.
Date: Summer 2019
Client: Gotham Funds / Wildcard NYC
Role: Lead Visual & UX Designer
Tools: Sketch, Adobe XD + Photoshop
The Challenges
Designing for Financial Newcomers
We needed to create a simple, trustworthy experience for users new to investing, avoiding jargon while still building confidence.
Visualizing Complex Ideas
Translating concepts like compound interest into clear, motivating visuals without overwhelming the user was a key challenge.
The Process
Discovery & Strategy
We kicked off with a discovery session to clarify Invest5’s goals, audience, and unique value proposition.
Sketching the Flow
I began with low-fidelity pencil sketches to map the onboarding journey, from landing on the site to completing the first investment.
Visual Design & Branding
I translated those sketches into high-fidelity Photoshop comps, developing a clean, optimistic visual identity.
The Solution
To design an intuitive onboarding journey, I started with low-fidelity pencil sketches that mapped the full user flow—from landing on the site to making the first $5 investment.
Pencil and Paper Sketches
These quick sketches helped align the team early and allowed us to test ideas without over-investing in polished visuals.
From Sketch to Screen
The transition from pencil to pixel preserved a focused, human-centered experience—bringing to life a fresh, inviting brand and a cohesive digital presence.
Extending the Experience
After designing the core product, I created the homepage and marketing site to introduce Invest5 and drive sign-ups.
Handoff & QA
After final approval, I prepared production-ready files for the development team, ensuring assets were organized and specs were clear. I also supported QA, flagging visual inconsistencies and helping refine microinteractions for a polished experience.
The Results
Higher Onboarding Completion
A streamlined flow helped more users complete the sign-up process and make their first $5 investment with confidence.
Faster Time to First Investment
By simplifying choices and minimizing friction, users were able to go from sign-up to first investment quickly.
By focusing on simplicity, trust, and accessibility from start to finish, we built more than just an app. We created a foundation for financial confidence. It was a rewarding end-to-end collaboration that proves even small steps, when designed well, can lead to big impact.
