robo investing

Overview

As the lead designer on this ambitious project, I had the unique opportunity to drive the art direction and execution of new designs for our robo investing platform. This exciting initiative allowed me to showcase my creativity and problem-solving skills outside of my usual scope.

Working closely with the product team, I ensured seamless alignment between the product experience and the supporting marketing materials. By taking a holistic approach, I was able to craft a cohesive visual identity that elevated the brand and provided a great experience for our customers.

Some of my key contributions included:

Establishing a modern, refined aesthetic that elevated the platform's brand
Creating eye-catching marketing assets that were used on landing pages, social media, and LCM.
Collaborating with cross-functional stakeholders to gather feedback and iterate on the designs

This project was a true test of my design skills, as I navigated the complexities of financial services and translated them into an approachable, user-friendly experience. I'm proud of the end result, which has received overwhelmingly positive feedback from stakeholders and users.

Role

Lead Art Director
Interactive Designer

To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of SoFi.

The Challenge

Many people are hesitant to try robo investing due to a perceived lack of control, limited interaction, and fear of negative returns. These barriers prevent some potential investors from getting started with automated investment platforms. Our challenge was to redesign the user experience in a way that addressed these concerns and made robo investing more approachable.

The Approach

As the lead designer on this project, I worked closely with the product team to overhaul the visual identity and interaction design of our robo investing platform. My goal was to create a cohesive, customer-centric experience that instilled confidence and encouraged engagement.

Some of the key design decisions included:

Establishing a modern, refined aesthetic that felt premium yet accessible
Designing an intuitive, responsive user interface that empowered users to take an active role in their investments
Incorporating educational resources and transparency around the investment process to address fears and misconceptions
Creating eye-catching marketing assets that showcased the platform's benefits in an engaging way

Design | Product

Design | Marketing

Results

First week after launch generated nearly 80 million impressions and volume with over 9K account openings. There was a +380% lift in traffic to the landing page.

Press

robo investing

sofi plus rebrand