Redesigning CMC Invest
Redesigning CMC Invest
Shaping the product direction, improving customer activation and building a better investment experience.
Shaping the product direction, improving customer activation and building a better investment experience.
• Research
• Research
• Product Design
• Product Design
• Design Systems
• Design Systems
Overview
CMC Invest is a mobile investment app by CMC Markets. As part of a small product team, I helped evolve the service across product strategy, research, UX, visual design and design systems.
CMC Invest is a mobile investment app by CMC Markets. As part of a small product team, I helped evolve the service across product strategy, research, UX, visual design and design systems.
My work focused on making the product more distinctive, easier to use and ready to grow.
My work focused on making the product more distinctive, easier to use and ready to grow.
Product direction
Making investing more personal
Making investing more personal
The opportunity was to give CMC Invest a clearer role in people’s financial lives. Alongside improving the existing app, I helped explore how the product could move beyond buying and holding investments towards supporting long-term goals, family wealth and financial transitions between generations.
The opportunity was to give CMC Invest a clearer role in people’s financial lives. Alongside improving the existing app, I helped explore how the product could move beyond buying and holding investments towards supporting long-term goals, family wealth and financial transitions between generations.
From research to a product concept
From research to a product concept
Through interviews with potential customers and financial experts, I helped identify an opportunity: people needed more than investment tools. They needed guidance, a clearer picture of their finances and support when managing money for themselves and their families.
Working in a small cross-functional team, I translated these insights into concepts, tested different approaches and iterated on the designs.
Through interviews with potential customers and financial experts, I helped identify an opportunity: people needed more than investment tools. They needed guidance, a clearer picture of their finances and support when managing money for themselves and their families.
Working in a small cross-functional team, I translated these insights into concepts, tested different approaches and iterated on the designs.
The resulting vision was a more personal financial experience — connecting investments with real-life goals, family needs and long-term wealth management.
The resulting vision was a more personal financial experience — connecting investments with real-life goals, family needs and long-term wealth management.
Onboarding
Turning new customers into active investors
Turning new customers into active investors
I redesigned the onboarding experience after research revealed that the biggest opportunity wasn’t registration, but what happened afterwards: only 15% of registered customers returned to use the app.
I redesigned the onboarding experience after research revealed that the biggest opportunity wasn’t registration, but what happened afterwards: only 15% of registered customers returned to use the app.
I introduced personalisation based on investment experience, goals and preferences, connecting onboarding with a more relevant home screen and clearer next steps towards funding an account or making a first investment.
I introduced personalisation based on investment experience, goals and preferences, connecting onboarding with a more relevant home screen and clearer next steps towards funding an account or making a first investment.
+67%
Customer Retention
+67%
Customer Retention
+39%
Retained Customers
+39%
Retained Customers
Visual redesign
Making investing clearer and more approachable
Making investing clearer and more approachable
I refreshed the app’s visual language through improved information hierarchy, typography, colours, accessibility and a custom icon set.
I refreshed the app’s visual language through improved information hierarchy, typography, colours, accessibility and a custom icon set.
The result was a more coherent, accessible experience that made complex financial information easier to understand and strengthened the product’s visual identity.
The result was a more coherent, accessible experience that made complex financial information easier to understand and strengthened the product’s visual identity.
Design system
Building a foundation for growth
Building a foundation for growth
I established a shared design system with reusable Figma components, design tokens and patterns aligned with native iOS and Android components.
I established a shared design system with reusable Figma components, design tokens and patterns aligned with native iOS and Android components.
This improved consistency, reduced repetitive work and made designing and developing new features more efficient.
This improved consistency, reduced repetitive work and made designing and developing new features more efficient.
Outcome
Outcome
I helped CMC Invest evolve into a more distinctive, approachable and scalable investment product — connecting product strategy, customer experience and design execution.
I helped CMC Invest evolve into a more distinctive, approachable and scalable investment product — connecting product strategy, customer experience and design execution.
CONTACT