Simple Invest
Simple Invest is a mobile platform designed to make stock market investing accessible and easy for users of all ages.
The project focuses on simplifying the investment process through intuitive design, goal-based onboarding, and clear, jargon-free guidance.
By prioritizing user-friendly features, Simple Invest aims to empower new investors to confidently manage their financial growth.
Role: UI/UX Designer
Team: Anuja Kale (Me), Pranav Kulkarni, Samhitha Reddy, Sumedha Kasarla, Kshitij Tiwari
Tools Used: Figma, Microsoft Teams, Google Docs
Duration: 4 weeks
Context: Final project for the UI/UX Design course at Northeastern University
About
We noticed something during our early research—most people want to invest, but don’t know where to start. The apps out there felt like they were built for people who already “get it”—filled with complex charts, confusing terms, and no real guidance. That’s where Simple Invest came in: we set out to design a platform that feels like a helpful friend, guiding users step by step, making investing feel less like a gamble and more like a goal you can actually reach.
Starting to invest should feel exciting—but for many first-time users, it feels like stepping into unknown territory.
They want to grow their savings, but instead, they’re greeted with graphs, jargon, and confusion.
The question is always the same:
“Where do I even begin?”
The Problem
Common user questions we uncovered:
How do I choose a plan if I don’t know anything about investing?
What does "risk level" mean, and how do I know what’s right for me?
Why is the interface filled with complex charts I don’t understand?
Can’t someone just recommend something simple and safe to start?
How will I know if I’m making the right decision?
Why does everything feel like it’s made for experts?
How do I invest if I don’t have a lot of money?
Why can’t investing feel as simple as setting a goal?
We realized that users didn’t need another trading app — they needed a calm, guided space to begin their financial journey. So we designed Simple Invest to feel more like a conversation than a platform.
Instead of showing users complex charts and making them pick individual stocks, we introduced goal-based onboarding, where users could simply choose what they’re saving for — like “Start Small,” “Build Wealth,” or “Save for Travel.” We designed clean, visual investment plan cards with short, jargon-free descriptions, making decisions feel easier and less intimidating.
From onboarding to dashboard, every screen was crafted to support users with just the right amount of information — no more, no less. The result? A simplified investing experience that builds confidence one step at a time.
The Solution
To better understand how new investors think, our team created a short survey and conducted informal interviews with first-time investors. The goal was to uncover emotional blockers, behavioral patterns, and feature expectations for a beginner-friendly investment app.
64%
of users said they avoid
investing because the
language used in most apps
is too technical.
68%
reported that they
feel overwhelmed by too
many options and unfamiliar terms.
60%
expressed a desire for clear
guidance or goal-based
suggestions instead of stock
picking.
I led the end-to-end design process for Simple Invest, focusing on simplifying user flows and improving clarity for first-time investors. My responsibilities included conducting user surveys, synthesizing research findings, creating user personas, and designing wireframes and high-fidelity screens using Figma. I collaborated closely with my team through Microsoft Teams and documented our decisions and feedback using Google Docs.
My role
research
CHALLENGES
Financial jargon made it hard for users to understand where to begin
Too many steps during onboarding caused drop-offs
Users lacked trust in platforms that pushed high-risk decisions
Dashboard data felt overwhelming and unfriendly
Confusion around portfolio terms like “diversification” or “risk profile”
INTERESTS
Users were more comfortable selecting a goal than choosing individual stocks
Interest in guided, personalized onboarding flows
Preferred curated plans labeled with clear descriptions like “Start Small”
Users liked seeing progress visually instead of reading charts
Valued a simplified dashboard with plain language and icons
User Persona
Project Goals
Empowering first-time investors to build confidence and take action with clarity and ease.
Help users get started with goal-based investment
plans, not complex financial terms
Reduce confusion through simple, jargon-free
onboarding and plan explanations
Create a clean and focused dashboard that makes
investment progress easy to understand
Storyboard
flowchart
Design system
Primary Colors
Blue
#0396D7
White
#FFFFFF
Green
#167D3F
Red
#AA2B32
Fonts
Montserrat (UI), Poppins (Headings)
Typography
Splash Page: 49px Montserrat
Heading: 23px Poppins
Body Text: 15px Montserrat
Inputs: 14px Montserrat
Simple and secure interface focused on helping users log in effortlessly and access their personalized investment journey.
How does the app work
Clear and structured layout enabling users to seamlessly view their balance, add or withdraw funds, and choose secure payment methods.
Personalized investment dashboard designed to help users explore, track, and act on curated investment opportunities with ease.
Final Thoughts
Designing Simple Invest taught me that simplicity isn’t just a design choice — it’s a necessity, especially when building for first-time users. By stripping away financial jargon and offering a guided, goal-based experience, we created a product that empowers people to take control of their finances with confidence.
This project deepened my understanding of designing with empathy, making complex systems approachable, and collaborating across roles to align design with real user needs. It reminded me that good design doesn’t just look clean — it makes people feel calm, clear, and in control.
fin.