Investa Desktop

Investa Desktop

Redesigning to Drive Engagement and Financial Confidence

Business Challenge

Business Challenge

Investa, a fintech savings and investment platform, was facing a critical drop-off:

  • While users were signing up, less than 30% engaged with investment or savings tools after onboarding.


  • The company’s retention and customer lifetime value (CLTV) were stagnating, directly affecting long-term revenue projections.


Business Objective

Business Objective

Increase the percentage of active users engaging with investment tools, improve savings rates, and reduce churn—ultimately boosting retention and CLTV.

My Role

  • Led the end-to-end research, UX strategy, and design execution for the desktop experience


  • Collaborated with a product manager and frontend developer


  • Delivered wireframes, high-fidelity designs, and user-tested prototypes


  • Conducted user interviews, synthesized data into insights, and iterated designs based on usability feedback

In this case study, I will walk you through the research, design, and testing process that led to the revamped user experience.

Diagnosing the Business Problem

Discovery and Research

To understand the underlying reasons, I conducted:


  • User interviews with first-time savers and hesitant investors


  • Journey mapping of the onboarding and usage experience


  • Usability audits of the current flow


KEY FINDINGS

1

Users felt overwhelmed by financial jargon

Users felt overwhelmed by financial jargon

Users felt overwhelmed by financial jargon

Users felt overwhelmed by financial jargon

2

Many lacked clear motivation or goals

Many lacked clear motivation or goals

Many lacked clear motivation or goals

Many lacked clear motivation or goals

3

Trust was low, particularly around data and investment recommendations

Trust was low, particularly around data and investment recommendations

Trust was low, particularly around data and investment recommendations

Trust was low, particularly around data and investment recommendations

These findings aligned with business KPIs:

Engagement was low because product confidence was low.

UX Strategy

Aligning UX and Business Goals

I restructured the experience around three key principles to drive user engagement:

I restructured the experience around three key principles to drive user engagement:

Goal-Based Saving

Added a customizable goal system that shows users how even small contributions lead to big outcomes.

Education and Trust-Building

Simplified financial terminology and added in-app prompts to explain terms, improving literacy.

Progressive Onboarding

Broke onboarding into digestible stages, each unlocking access to investment tools in a motivating way.

Delivery

Design Execution

I added real-time insights to improve decision-making

01

Introduced a central dashboard to surface goal progress and nudge behaviors

02

Created a “Start with ₦500” investment path to remove barriers to entry

Business Outcome

After 90 days of Launch

we analyzed the data, and found out the following:

18%

18%

average savings rate

average savings rate

average savings rate

Average user savings rate increase from 10% to 18%

25%

25%

Retention Rate

Retention Rate

Retention Rate

User retention improved by 25%(as we measured 2 cohorts)

40%

40%

Time to 1st Investment

Time to 1st Investment

Time to 1st Investment

User retention improved by 25%(as we measured 2 cohorts)

Lessons Learned

Through this project, we learned several important lessons:

User research is crucial

Having a specific target, such as saving for a vacation, a down payment on a house, or an emergency fund, is a strong motivator for individuals to start saving.

Iteration is important

This approach helps users easily adopt saving as part of their daily routine, leading to sustainable financial habits.

Metrics are Key

Apps use user's saving behaviour data to suggest risk-free investments aligned with their financial goals.

Competitive analysis is valuable

Apps use user's saving behaviour data to suggest risk-free investments aligned with their financial goals.

Next Steps

Continuing to monitor and analyze user data to identify areas for improvement.

Conducting additional user research to gain insights into user needs and behaviors.

Experimenting with new features and design elements to improve the user experience.

Conclusion

Overall, our redesign of the Investa Desktop App was successful in addressing the challenges faced by our target audience and increasing their savings rate.

NEXT CASE

A casestudy of an saas and an e-procurement platform designed for large organizations

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