Introduction
Picture an investor stepping into the world of private market investments, eager but uncertain. Webstreet's mission was to democratize these opportunities by providing accessible, transparent, and engaging investment experiences. Yet, the platform's initial design didn't reflect that ambition. Navigation was unintuitive, personalization was limited, and the overall visual language lacked cohesion.
The challenge? To redesign Webstreet into an intuitive, scalable, and trustworthy investment platform that guides users at every step of their investment journey.
ROLE:
Lead Designer
DELIVERABLES:
Wireframes, Hi-Fi Mockups for Web and Mobile, Prototypes, Design Sytem
TOOLS USED:
Figma, FigJam, Proto.io
COLLABORATION:
Stakeholders, Product Managers, Development Team, User Researchers
Understanding the Challenge: What Was Holding Webstreet Back?
Through collaborative discovery, stakeholder discussions, and user interviews, we uncovered critical challenges:
Fragmented Navigation – Users struggled to find and filter investment opportunities intuitively.
Lack of Personalization – The platform didn't offer customized recommendations or insights based on user activity.
Limited Timing Awareness – Users expressed frustration about not knowing when investment rounds would open, missing key opportunities.
Visual Inconsistency – The absence of a cohesive design system impacted trust and credibility.
Limited Transparency – Users wanted clearer, real-time performance metrics and investment insights.
Lack of Notifications – Users felt disconnected from key updates, such as investment rounds and fund distributions, creating uncertainty.
The opportunity? Rethink how users discover, track, and manage investments, ensuring every interaction feels seamless, timely, and rewarding.
Before the Redesign: Recognizing the Limitations
The initial design of Webstreet reflected many of the challenges identified, from fragmented navigation to limited personalization and inconsistent visuals. These examples highlight why a complete redesign was essential.
While these mockups don't represent the full extent of the old designs, they highlight key issues such as fragmented navigation, confusing interactions, and a lack of established visual hierarchy. This resulted in an experience that felt disjointed, impacting both usability and trust in the platform.
Bridging the Gap: From Challenges to Opportunities
With these challenges identified, the next step was understanding how to bridge the gap between user frustrations and an intuitive investment experience. Through continuous stakeholder discussions, user feedback, and iterative prototyping, we began reshaping the Webstreet platform.
Redesigning with Purpose: From Insights to Concepts
Before jumping into design solutions, it was essential to fully understand the core problems from both user and stakeholder perspectives. This section highlights the key insights that shaped our strategic approach and how they informed design decisions moving forward.
Key User Insights:
Users emphasized the importance of transparent investment performance to build trust and confidence.
Personalized dashboards were essential for better tracking of investment progress and ensuring users felt informed at every stage.
Notifications were crucial for users to stay updated about upcoming investment rounds and fund distributions.
Users wanted simpler, intuitive filtering to discover investment opportunities faster.
Personalized dashboards were essential for better tracking of investment progress.
A modern, cohesive design was needed to enhance credibility and build trust.
Design Strategy:
Enhanced Notification System: Designed to keep users informed about upcoming investment rounds and distributions, reducing uncertainty and enhancing engagement.
Unified Design System: Developed to ensure visual consistency and intuitive interactions.
Simplified Navigation: Focused on minimizing user effort to find investments and manage portfolios.
Personalized Dashboards: Introduced tailored recommendations and transparent performance metrics.
Mobile Optimization: Ensured seamless accessibility for on-the-go investment tracking.
Unified Design System: Developed to ensure visual consistency and intuitive interactions.
Simplified Navigation: Focused on minimizing user effort to find investments and manage portfolios.
Personalized Dashboards: Introduced tailored recommendations and transparent performance metrics.
Mobile Optimization: Ensured seamless accessibility for on-the-go investment tracking.
Turning Concepts into Experiences
I began by sketching initial wireframes to simplify the user experience and address key pain points.
We tested the dashboard experience with users, ensuring it presented the most relevant insights they needed for tracking investments - an essential feature missing in the original Webstreet design.
Engaging with users, we identified which specific information would support investment decisions, refining layouts and data points for greater clarity and relevance.
We explored multiple layouts for fund cards, ensuring the most important details—like investment status, returns, and key timelines - were prioritized for quick, easy access.
High-Fidelity Mockups: Bringing the Vision to Life
Moving from concepts to high-fidelity mockups was about refining solutions that directly addressed the core challenges identified earlier.
Dashboard Evolution: Through iterative testing, we shaped the dashboard to provide a centralized overview of investments, upcoming rounds, and performance insights. Real-time performance metrics were integrated, empowering users to track their investments with greater accuracy. This not only filled a critical gap in the original design but also enhanced decision-making confidence.
Fund Card Optimization: We tested multiple fund card layouts, ensuring each prioritized the key information users needed, such as investment status, expected returns, and critical timelines. We also significantly enhanced the individual fund pages, structuring information to be easily discoverable while providing the necessary details to build credibility and trust. The final design empowered users to make informed decisions by offering clear, concise, and relevant insights.
Notification System: Recognizing earlier frustrations around timing awareness, we designed a more dynamic notification system, ensuring users stayed informed about upcoming investment opportunities and fund distributions.
Visual Consistency: The entire design system was aligned to convey professionalism and build trust—addressing concerns raised around credibility in earlier versions.
Redesigned mockups showcasing key features, including, personalized dashboards, and mobile-optimized views that address previous challenges around personalization, navigation, and transparency. Due to client confidentiality agreements, these are the maximum number of screens I am allowed to share publicly.
Establishing a Scalable Design System
To ensure consistency and scalability, I developed a comprehensive design system for Webstreet. This included standardized components, typography, and interaction patterns.
Results
Increased User Engagement
Time spent on the platform increased by 40% as users found it easier to navigate and discover new investment opportunities.
Improved Trust Metrics
Post-redesign, user trust ratings improved by 30%, with feedback highlighting the professional look and feel
Enhanced Conversion Rates:
More users completed their investment journey, with a 25% increase in completed investments.
Redesigning Webstreet wasn’t just about refining visuals – it was about empowering users to explore and manage investments with confidence. The result is a platform that feels intuitive, personal, and reliable, aligning with Webstreet’s mission of democratizing investment opportunities.
User feedback speaks for itself.