Investements Hub
The bank was launching an investments hub inside its mobile app, bringing several investment products together for the first time.
The business requirements described each product, but not how customers would find, compare or enter any of them. There was no entry point, no hierarchy and no information architecture. And each customer tier was offered a different set of products.
01 · Thinking & Structure
One job mapped to every product tier
I started by mapping out every product to the tiers that can see it, grouped products by intent, and defined four customer states to design for.
02 · Product Segmentation
Same hub, three tiers
Not every customer can access every product. A single hub showing everything would put offers in front of people who can’t use them. So I designed a version of the hub for each tier. The layout stays the same, so the experience feels consistent across the bank. What changes is which products come first and how much support each customer gets.
03 · Customer States
From first visit to full portfolio
A customer who has just opened the app and one with a growing portfolio need very different things from the same screen. Hence the hub is designed to adapt as the customer moves through four states, shown here for the Select tier.
04 · Wireframing Process
From structure to screens
With the structure agreed, I moved into wireframes. The main open question was the entry point: how customers find the hub from the app’s home. I designed two variants so the team could compare them side by side against the criteria we’d set.
For each product, I designed an information page that explains it in plain language, shows who it’s for and gives one clear next step, within the bank’s compliance rules.
06 · Learnings
The quality of the screens is decided long before the screens. Benchmarking competitors and mapping every product, tier and customer state up front streamlined wireframing.
Inside a bank, I learned that design is as much about bringing people to a decision as it is about the interface. With many stakeholders, compliance constraints, input from other teams and business requirements that left gaps, my job was to fill those gaps from the product side. Coming with a set of options and criteria everyone agreed on is what moved the team from debating to deciding.
