Usability Testing Results
+30%
Users successfully completed their first trade
–25%
Faster completion of key actions
+27%
More users finished their first mission
*Based on moderated usability testing with 3 participants comparing initial vs redesigned flows.
Participants were asked to complete their first simulated trade and progress through an initial mission. All participants reported feeling more confident initiating their first trade after completing a guided mission. These improvements were driven by three key design decisions: reducing fear, enabling safe practice, and building momentum through progression.
Objective
Make investing approachable for beginners through game-like learning — without real risk.
Time
3 Months (Early 2025)
Role
UX/UI Designer, UX Researcher, Interaction Designer.
Tools
Figma and Abobe Suite.
About
Vestra
What began as a standard finance app prototype evolved into a story-driven investing experience. By introducing Vestrarious, a finance wizard who guides users through missions and challenges, Vestra shifted from a look-alike product to a distinctive, gamified learning platform for beginners.
Chapter 1
The Problem
Investing is intimidating for beginners — not because of lack of access, but because of lack of confidence.
Why investing feels intimidating
For many beginners, investing doesn’t feel like an opportunity — it feels like a risk they don’t fully understand.
Across user interviews and competitor reviews, the same frustrations kept showing up:
The Fear Gap
These frustrations weren’t isolated — they pointed to a deeper pattern.
Across conversations and product analysis, three barriers consistently stopped users from even making their first move:
1
Jargon Overload
Complex terms (ETF, volatility, dividends) created confusion and self-doubt.
2
Fear of Losing Money
Without a way to “practice,” users felt like they were gambling instead of learning.
3
No Guidance or Motivation
Current apps lack a friendly, step-by-step guide or incentives to keep learning.
Chapter 2
Key Insights
Understanding beginners’ fears, behaviors, and motivations became the foundation for Vestra’s direction.
Methods: 3 user interviews, competitor analysis (Wealthsimple, Questrade, Moka, BMO Invest), and expert research on financial literacy and trust.
1
Fear Over Confidence
Insight
Beginners associate investing with potential loss, not learning.
Why it mattered
This fear prevents users from taking their first step.
2
No Safe Way to Learn
Insight
Users have no way to explore or practice without real consequences.
Why it mattered
Every action feels risky, reinforcing hesitation.
3
Transaction-Driven Industry
Insight
Most platforms prioritize executing trades over teaching users.
Why it mattered
Learning is secondary, leaving beginners unsupported.
Competitor Analysis
I analyzed leading investing platforms (Wealthsimple, Questrade, Moka, and BMO Invest) to understand how beginners are introduced to investing. A clear pattern emerged — most platforms are optimized for transactions, not learning.
Questrade
Wide investment options (stocks, ETFs, options)
Customizable advanced platform
Steep learning curve for beginners
Overwhelming UI, lacks handholding
Wealthsimple
Clean, beginner-friendly UI
Fractional shares + no commission trades
Little integrated education
Limited guidance for deeper learning
Moka
Very low barrier to entry
Easy to understand auto-investing
Limited control or transparency
Minimal educational content
BMO Invest
High trust, bank-backed
Broad account options (RRSP, TFSA, etc.)
Dense, outdated UI
No motivational or gamified learning
This exposed a gap: platforms optimize for transactions, not learning.
Chapter 3
Design Decisions
The research revealed that beginners weren’t blocked by access to investing tools, but by fear, confusion, and lack of guidance. These insights translated into three clear design priorities:
1. Reduce fear through emotional guidance
2. Enable risk-free learning through sandbox practice
3. Build momentum through structured progression
Emotional Guidance
Insight: Beginners associated investing with fear and uncertainty, not progress.
Action: I introduced Vestrarious as a guiding presence to provide reassurance, contextual tips, and encouragement throughout the experience.
Outcome:This reframed investing from intimidating to approachable, helping users move forward with more confidence.
Safe Learning Environment
Before
After
Motivation Through Progress
Insight: Without feedback or progress, users lacked motivation to continue learning.
Action: I introduced a progression system combining missions, XP, and rewards to reinforce small wins.
Outcome: This created momentum, encouraging users to continue learning and build confidence step by step.
Guidance
Missions
Rewards
Chapter 4
From Complexity to Confidence
The redesign transforms investing into a guided, low-risk learning experience. Each decision focuses on helping users start confidently, learn safely, and build momentum over time.
Reducing Fear → Guided Entry Experience
Users didn’t know how to begin and had to interpret complex data on their own. I introduced a guided mission flow with structured steps, contextual guidance, and a risk-free sandbox. Users can start immediately with clarity, building confidence through guided actions.
Personalized Setup.
Tailored onboarding builds user comfort.
Gamified Trust.
Missions reward curiosity, not perfection.
Reducing Confusion → Guided & Simplified Interface
Financial interfaces relied on technical terms and required prior knowledge. I introduced an optional guided tour that explains key concepts and interface elements in plain language. Users can explore the product with clarity, reducing confusion and hesitation.
Guided Tour.
Friendly walkthrough simplifies trading terms.
Plain-Language Metrics.
Vestrarious explains data like Market Cap and Yield clearly.
User Control.
Skip, revisit, or repeat any step anytime.
Building Momentum → Step-by-Step Progression
Users hesitated to place trades due to fear of making mistakes with real money. I introduced guided missions that walk users through key actions step by step, with contextual help, cost transparency, and a sandbox environment. Users can complete their first trade safely, building confidence through hands-on practice.
Step-by-Step Guidance.
Vestrarious leads each step with friendly tooltips.
Cost Transparency.
Clear breakdowns turn costs into clarity.
Progress & Rewards.
XP rewards reinforce learning through progress.
Chapter 5
Outcomes & Reflection
This chapter reflects on the outcomes of Vestra and the key learnings from designing for beginner investors navigating fear, uncertainty, and complexity.
The Reflection
Early exploration showed that beginners felt anxious and overwhelmed when trading. By introducing missions, guided tours, and a sandbox environment, Vestra reframed investing from an intimidating task into a structured, confidence-building learning experience.
Usability testing validated the guided experience, but focused on early interactions. Next, I’d evaluate how users transition from sandbox learning to real investing.
This reinforced that reducing emotional barriers is as important as simplifying functionality.
Before:
After:
Next Steps
1
Mission Expansion
Add new lessons for ETFs, dividends, and portfolios.
2
Adaptive Learning
Adjust missions based on user progress.
3
Community Hub
Enable shared challenges and progress boards.
4
Accessibility & Language
Include multilingual and inclusive UI.
Designing for behavior. Designing for impact.
Next
Project
