BRIEF
How can gamified finance transform into an engaging, user-centered platform that blends strategic gameplay with real-world financial insights? This was the challenge and opportunity I embraced as the Lead UX/UI Designer for Fantasy Finance.
PROBLEM STATEMENT
The original Invstr app, a comprehensive investment platform, struggled with user engagement due to its increasing complexity. This diluted the experience for gamers seeking fun and finance enthusiasts looking for a competitive edge. The challenge was to create Fantasy Finance—a standalone app offering a streamlined, gamified financial experience.
Users and Audience
The primary audience for Fantasy Finance included casual gamers and financial enthusiasts who wanted a simpler, engaging way to experience finance. These users valued competition and gamification but struggled with the complexity of traditional investment apps. They sought an entertaining platform that balanced strategic decision-making with financial education.
Roles and Responsibilities
As the Lead UX/UI Designer, I oversaw the entire design process. My responsibilities included:
● Conducting user research.
● Creating personas.
● Designing wireframes and prototypes.
● Crafting the final user interface.
Collaboration with developers, stakeholders, and marketing teams ensured the vision was aligned across all aspects of the project.
Scope and Constraints
The project aimed to transform Invstr's existing app into a streamlined, gamified financial experience. The main constraints included limited development resources and a tight timeline, which required prioritizing core features like leaderboards, daily challenges, and real-time data integration.
Research
Research began with user surveys and interviews to identify pain points in the existing app. The data revealed that users found navigation cumbersome and desired more engaging gaming elements. A competitive analysis of similar apps highlighted opportunities to improve personalization and social features.
User Persona and Journey
Two primary personas emerged: the Gamer, who prioritized fun and competition, and the Strategist, who valued data-driven decisions. Mapping their journeys uncovered key friction points, such as difficulty navigating challenges and unclear reward systems. Solutions focused on simplifying these pathways.
Design Process
We began by understanding our users through interviews and data analysis to uncover key needs and pain points. Based on these insights, we clearly defined the problem and aligned on goals. Next, we explored various solutions through low-fidelity wireframes, progressively refining them into high-fidelity designs with intuitive navigation, vibrant visuals, and gamification elements. Through multiple rounds of iteration and testing, we gathered feedback and improved usability. Once validated, we handed off final designs to developers and closely monitored implementation. Post-launch, we continued to gather user feedback and made ongoing improvements to enhance engagement and performance.
Style Guide
The design system incorporated:
● Dynamic blues and greens, symbolizing growth and competition.
● Clean typography and custom icons to ensure readability and seamless interactions.
Fantasy Finance User Insights
User Personas
Low Fidelity Designs
Style Guide
Outcomes
Fantasy Finance achieved significant success, with:
● A 45% increase in daily active users.
● A 60% rise in session durations.
The app received positive feedback for its engaging design and user-friendly features.
Key Takeaways
The iterative design process and user feedback were pivotal in creating impactful solutions. Collaboration across teams ensured alignment, and gamification balanced engagement with functionality to enhance user satisfaction.