Finly
Helping people to learn the basics of investing
Key contributions — Research, UI/UX Design
Overview
In recent years, young people have increasingly viewed the stock market as a promising way to grow their wealth. Yet despite their motivation, many feel overwhelmed early on—challenged by unfamiliar terminology, an overload of information, and a wide range of strategies that lead to confusion and frustration.
Research
Research plan • User interviews
To understand the habits, motivations, and frustrations of young people interested in the stock market, I developed a research plan that included 1-on-1 remote interviews. These sessions explored investment behaviors and decision-making, with key insights synthesized into an affinity map to uncover patterns and user needs.
Definition
Empathy map • Definition matrix
To define a user-centered direction, I created an empathy map to capture users’ thoughts, feelings, and pain points around investing. In parallel, I used a feature matrix—based on popular investment services—to assess value versus implementation effort, helping prioritize features for a minimum viable product (MVP).
Framing the problem
To define the design challenge, I framed a problem statement based on James’s core needs and frustrations. This led to the creation of several How Might We (HMW) questions, three of which were selected to guide concept development based on their potential for innovation and addressing unmet market needs.
Testing the concept
A basic landing page was created to showcase the core value proposition and key features. Its effectiveness was tested through five remotely unmoderated interviews with participants matching James’s profile, assessing product understanding, ease of download, and product name recall.
The app
Designed for passionate investors, the platform delivers stock trading tips and lessons that make learning practical and engaging, empowering users to start trading with confidence.
Visuals and User interface
The app’s visual design follows a casual, clean, and simple style to make learning about investing feel approachable and easy. It uses generous spacing for readability, a dark UI to convey a premium look, and an accent color to highlight next steps and guide navigation.
Usability insights
Usability testing revealed issues in navigation and lesson flow, including unclear labels and hesitation during first steps. These insights helped refine the experience for a more confident learning.
The outcome
An app with stock trading lessons and tips for beginner investors, offering short, easy-to-understand content to help users learn at their own pace. With a focus on simplifying complex terms and concepts, it aims to make investing more accessible and less overwhelming.
Onboarding — quick tutorial that sets expectations, highlights key features, and builds user confidence to start exploring right away.
Lessons — break down of complex stock trading concepts into short modules, with clear explanations and practical tips.
Quiz — after each set of lessons, a quiz lets users test what they’ve learned and reinforce their understanding.
Hints — provide accessible explanations directly within each lesson card, helping users better understand the content as they learn.
Feel free to get in touch
hello@mpaulinoz.com
