Designing a Modern Investment Experience for Sqrrl
Product Design, Web & Mobile Platform
Sqrrl Fintech
January 2019
42 Weeks
Introduction
We redesigned Sqrrl's digital investment platform to simplify portfolio management, improve transparency, and create a more engaging wealth-building experience for modern investors.
Project Overview
Making Investment Decisions More Accessible
Sqrrl aimed to make investing more accessible and engaging for new-age investors while maintaining the depth required by experienced users. Although the platform provided strong financial tools, users found portfolio tracking, performance insights, and investment actions difficult to navigate.
Navigation patterns delivered powerful features but lacked clarity in key investment contexts, especially around returns, assets, and risk summaries.
This led to reduced engagement and limited trust in the platform. Our goal was to design a structured experience that could guide users while keeping them informed and in control.
Approach
Designing Around Clarity and Confidence
We began by analyzing investor journeys from onboarding to portfolio monitoring and withdrawals. The goal was to identify where users lost attention or disengaged.
- Portfolio visibility
- Investment decision clarity
- Performance tracking
- Risk understanding
- Actionable insights
We structured the platform around clear financial storytelling rather than complex data tables.
Design & Solution
Creating a Unified Investment Experience
Unified Investment Dashboard
A centralized dashboard gives users instant visibility into portfolio value, returns, and asset allocation.
Performance Visualization
Interactive charts help users understand growth trends and investment performance over time.
Goal-Based Investing
Users can define financial goals and track progress toward them through structured insights.
Simplified Transactions
Investing, withdrawing, and reallocating funds were redesigned to reduce friction and increase confidence.
Personalized Insights
Smart recommendations help users optimize portfolios based on behavior and market conditions.
Key Decisions
Designing for Clarity and Confidence
Investment platforms require both trust and clarity. We prioritized information hierarchy and interaction confidence so users can understand their money better.
- Clear financial data visualization
- Reduced cognitive load
- Guided decision-making
- Consistent cross-platform experience
- Scalable product architecture
Outcome
Improving Confidence in Investing
The redesigned experience positioned Sqrrl as a more accessible and transparent investment platform.
Projected impact:
- Increased investment activity
- Higher user retention
- Improved portfolio engagement
- Better trust in platform insights
- Stronger long-term user growth
The platform now provides a structured and scalable foundation for continued product growth.