Case study
Goldex App
Goldex was a UK-based fintech company that developed a mobile investment application, enabling users to buy, sell, and store physical gold securely. The app offered competitive pricing, transparent fees, and real-time market insights to cater to both investment and savings needs. Due to funding constraints, Goldex withdrew its mobile application in 2020 and has since ceased operations.
Role:
Lead UX Designer
Employer:
Goldex
Platform:
Mobile app
Project length:
2 year,s 6 months
01/Context
Backstory
In July of 2019, I joined Goldex as the Lead UX Designer, hired by the company’s founders, the CEO and COO, for my experience designing for a similar retail mobile investment app for stocks and shares at my previous company, Dabbl. At Goldex my primary responsibility was to build upon the existing MVP, which had been developed by an external product agency. While the product was functional, it lacked essential features. Leveraging my expertise in UI, UX, and digital design, I worked closely with in-house front-end developers and engineers to enhance the application and deliver new, impactful features.
Streamlining user journeys: mapping goldex's app with overflow.io
The original agency provided partial Sketch files, but there was no comprehensive view of the user journeys. To address this, I exported all app screens and mapped the entire application in Overflow.io.
This process was pivotal for the startup. It provided the founders with a clear visualisation of user journeys, enabling us to identify inefficiencies, such as unnecessary steps in flows like bank and card transfers. It also allowed us to benchmark against competitors like Glint and gave developers a clear blueprint of the app’s structure. This holistic mapping drove alignment across teams and informed strategic improvements to the product.
02/Features
Expanding the platform
During my tenure I led the design of multiple product features, often responding directly to requests from the founders. I was solely responsible for enhancing the mobile app by designing features in Sketch, ensuring an optimal user experience, and maintaining consistent UI standards.
Onboarding users
I designed the onboarding flow screens to familiarise users with Goldex’s core features and value propositions during sign-up. These designs were crucial for building trust early in the user journey.
Displaying market pricing
The MVP lacked screens to showcase the market spread and market depth when I joined Goldex. To address this, I designed the interfaces displayed here, introducing key metrics that highlighted a crucial product USP to attract retail investors.
Smart buy and smart sell
Smart Buy and Smart Sell, key features devised by the founders and CTO, required thoughtful UI design to make their functionality clear and intuitive. The screens shown here reflect my approach to simplifying these powerful tools for investors.
Encouraging recurring investments
Leveraging competitor and market research, I designed the recurring deposit feature screens to encourage automatic, consistent investments. As shown, these designs not only supported user engagement but also addressed key business goals, earning praise from the founders.
03/Business impact
During one year
50% increase
In average bank deposit sizes from £280 in 2019 to £420 in 2020.
£200,000+
Total cash nominal traded in 2020, up £140,000 from 2019.