Case Study 2: Investment Process
Ideation, UX, UI, Wireframes, Mockups

Overview

I worked to simplify the investment process for a user who wished to invest in a company's inventory. I redesigned the process from beginning to end, starting with the product listings page and ending when the user submitted an investment. It was an interesting challenge to make investment feel easy and accessible to non-sophisticated investors.

The Problem

The previous iteration of this process was confusing and lacked specific features. Also, it was poorly organized and confusing for users. 

Features that were missing:

1. Allow users to see which companies already had successfully campaigns from the product listings page (to increase confidence, and thus, investment).

2. Allow user to apply account funds to a new investment.

3. Add the ability to share an investment, to allow users to promote their investments in a specific company and create a growth channel for Kickfurther

4. To clearly explain process steps. 

Thought Process

I broke up the investment process into distinct steps, each one with an understandable premise, clear directions, and simple actions.

Project Listings Page

I made some design tweaks to this page. I also included tabbed browsing for seeing projects that were currently fundraising, that were previously funded, and those that were upcoming. Previously it was difficult to tell which project fit into which category. Also, I added a visual indicator of how many projects a business has done with Kickfurther, a very important indicator of trust for the investor.

Make Claim — Step 1

The first step for a user making a claim is to choose how much they want to submit. The most important thing here was the hook — showing people how much they could earn as a return by making a claim (investment). I chose a slider because the slider interaction would allow the user to quickly test different amounts and see their returns.

Make Claim — Step 2

The ability to apply funds from a users account was critical for this revision. Users tended to keep their proifts in their accounts, and liked to reinvest these profits. Previously, they had no way of doing that except withdrawing, and then reinvesting those funds. Not only did this design enable account funds to be applied, but because we made it a distinctive step in the process we reminded users clearly that they could apply any funds they have in case they forgot.

Make Claim — Step 3

Kickfurther wanted users to be able to pay with different payment types since investment funds aren’t always available via credit card.

Checkout

Keeping the checkout process standard and trustworthy was my main goal with designing this page. We allowed users to checkout with saved credit cards (the example you see below). The right sidebar summary scrolls with the user, as is conventional on many sites these days such as Airbnb. The main wrinkle was the applied funds section. I used strongly directional arrows to visually show how the funds would move and be “applied”. Finally, we toyed around the idea of a timer for the claim in order to create minor time pressure to pay. Claims often sell out in a matter of minutes, so a reservation system was required. We ended up removing the visible timer, however, as we felt it to be superfluous.

Success Modal

It was important to have a clear and inviting success message that represented the Kickfurther voice. As with everything else, I wrote the copy and design the iconography for this modal.

Share Modal

Share Modal Finally, Kickfurther wanted to prompt the user to share their investment to open up a growth channel. The key here was the copy; I focused on making it clear that sharing was a mutally beneficial proposition. If you shared your investment, the offer would get funded faster, increasing your chance of return.