Redesigning to Drive Engagement and Financial Confidence
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.
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
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These findings aligned with business KPIs:
Engagement was low because product confidence was low.
UX Strategy
Aligning UX and Business Goals
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
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Introduced a central dashboard to surface goal progress and nudge behaviors
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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:
Average user savings rate increase from 10% to 18%
User retention improved by 25%(as we measured 2 cohorts)
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.
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