Invest
Self Direct Invest is a feature within the Citi Mobile app. It’s an online banking solution that focuses on investment, trading and allows the user to manage their assets via a single account as well as a multiple account dashboard to broaden and grow their portfolio. Citi mobile app looks easy, appealing, fresh but most importantly, it puts the users always in control, by making very clear that the app isn’t messing with their money..
Target and Challenge
The user base for this project consists of people in the 20-60 age range who are proactive in managing and building their portfolio. The main requirements were transparency and friendliness. Invest needed to be easily understandable by people without any prior knowledge of investment or saving strategies.
Outcomes and Achievements
The UX study, basic branding, UI design and a final product were released in the incredibly short time span of just four months. Thanks to the really general user base, we were able to validate the UX flows and designs every release cycle (bi-weekly). Built to validate a customer idea, the launch was very successful which eventually helped scale the app trading experience not just in NAM but on a global level on desktop as well as responsive web.
$101MM in AUM showing an increase of $2.2MM
$35,181 average balance per funded account
34% account have AUM
199 average daily trades per trading day
Dashboard
Every section of the app is reachable, with a maximum of four taps, from the tab bar as well as quick links pills located at the bottom of the screen.
Dashboard provides an overview of the account as well as the ability to make a trade, view account status, holdings, allocations and statements.
Portfolio Builder
Portfolio Builder helps new users to shop for mutual funds and etf’s to build and expand their portfolio from within the app. New users go through an onboarding experience based on which they are suggested which stock option would be the best for them.
Statements and Documents
This section lets the user view statements, trade confirmations, tax docs and other documents relative to users’ transactions.
Financial Readiness
Financial Readiness is “a guided path for financial education” that constantly engages the user through multiple digital methods. Guided content on financial habits, savings/investment education, and products exposure authentically encourages good financial and life habits.
Responsibility
I worked on this project as a lead UX designer.
Main areas of responsibility:
- UX analysis (flows and persona)
- Hi-fi prototyping (basic flow and interactions)
- Final product prototype (app)