Most investment apps target people who already know the ropes. But what about the folks just getting started, the ones who want to grow their money without feeling overwhelmed? That’s where Invest5 came in.

Gotham Funds partnered with our agency to launch a web app that made daily investing feel approachable, even fun. The pitch: invest $5 a day, no spreadsheets required.

As lead product designer, I helped bring the concept to life from the ground up. I owned UX and visual design, from early explorations and wireframes to final handoff and QA, partnering closely with the director of product, client stakeholders, and developers every step of the way.

We started by asking a simple but important question: what’s holding people back from investing?

Through light-touch research and a collaborative workshop, a few patterns quickly emerged. Many people saw investing as risky and overly complicated. Most existing apps felt intimidating, more like Wall Street terminals than tools for everyday users. And for those just starting out, it wasn’t even clear where to begin.

That insight shaped everything that followed. From onboarding to dashboards, we aimed to make every screen feel like a small, confident step forward.

From the start, we prioritized a clean, welcoming aesthetic. We paired gentle colors with large tap targets, smart defaults, and bite-sized copy to build confidence with every interaction.

We broke down the investing journey into approachable actions:

Sign up → Choose a goal → Start investing

We designed this as a smooth onboarding flow that educated without overwhelming.

Although it’s a web app, most users were accessing it from their phones. So we prioritized a mobile-first experience, with collapsible menus, thumb-friendly CTAs, and clear progress indicators that reinforced momentum.

We wanted the app to feel approachable from the moment you opened it. So we leaned into soft, trust-building colors. The type was clean and friendly, and I illustrated calm, inviting illustrations that steered clear of the usual finance clichés.

That insight shaped everything that followed. From onboarding to dashboards, we aimed to make every screen feel like a small, confident step forward.

The MVP launched smoothly, with solid early feedback from the client and internal stakeholders.

While user metrics were still rolling in at the time of handoff, the team praised the design’s clarity, flexibility, and emotional tone. It set the foundation for future features like round-ups, personalized nudges, and savings tips.

The early feedback was overwhelmingly positive. Users described the app as “the first time investing felt easy.” The app didn’t just lower the barrier, it gave new investors the confidence to start.Within weeks of launch, we saw:

Invest5 launched with a clear mission: make investing as simple as ordering a coffee. And while the first release hit that mark, it also opened the door to more ambitious ideas. Imagine daily nudges powered by AI, personalized investment journeys based on life goals, or community features that let users learn together.

The groundwork was there and it was solid. With a strong visual foundation and a UX that builds trust, the next chapter was about deepening engagement and expanding what’s possible for everyday investors.

The goal? Turn that first $5 into a habit that lasts a lifetime.