Bestinvest - iOS app
Working with renewed agency HiMum!SaidDad who partnered with Evelyn Partners to completely redefine the Bestinvest offering and attract a new generation of investors.
At the core of the project, the team at Evelyn Partners recognised that there was a major gap in the market when it came to relatively younger investors who were looking for affordable and credible ways to invest
With this in mind, we had an opportunity to grow our market share and set out a new direction for Bestinvest that would serve investors and the business well into the future.
With that backdrop, we set out to design a brand-new look and feel, define winning features and services, and design a best-in-class user experience that would both talk to our target audience and appeal to the existing client base.
The challenge
It became clear that our new breed of investors was advice-seeking but had no real point of entry into the market. We had to set a new direction by building a clear understanding of what today’s would-be investors are looking for.
The opportunity
To let new investors quickly trade stocks, follow their accounts in real time and help them learn about the markets. This audience was underserved and represented a potential £200B opportunity with 1 million Britons having over £100k to invest.
Design principles
Efficient
What users care about, at a glance
From the landing page, the app should give users the information they need most frequently on a daily basis. Accessing information easily without overcomplicating the pathways in.
Flexible
From seasoned to new investors
It is important to communicate with everyone, but we need to recognize each individual. While new investors shouldn't feel overwhelmed, seasoned investors should still be able to get detailed information on request.
Reliable
Information reliability matters
Users should feel confident that the information in front of them is accurate at all times.
Homepage
A glance at the home page allows users to digest the most important information quickly.
As well as boosting the main quick actions needed on a daily basis, secondary ones are also available under a visible "more" button.
Additionally, we found users like to have their data displayed in a graph always available, so we designed the graph to be easily accessible by pulling down the homepage screen, allowing the graph to survive in a full screen experience.
Investment page
According to our internal research, most users reach investment pages already knowing what stocks or portfolios to consider, while new investors would appreciate some guidance.
Users of the BestInvest app can easily find what's the best next step for them, what's hot on the market, and news tailored to their active investments on the investment page.
This resulted in more users opening the app daily, which in turn generated bigger revenues for the business.
Buy stocks
Quick and efficient, the buy flow allows user to do a complex operation in few steps.
Amounts interact with each other while user types in how much they want to spend, a quick confirmation reassures them that the price they purchased the item for does still apply and the checkout flow allows them to use stored cards or Apple Pay.
All this, even in an environment where prices gets updated on a minute basis, results in the user always buying stocks and funds at the price they want.
