My Role
- Led end-to-end UX design and strategy for ground-up mobile platform redesign
- Collaborated with Product Owners, Business clients, and Cross-Functional teams to define user requirements and technical constraints
- Defined and executed long-term UX strategy for mobile app redesign for client account holders
- Created comprehensive documentation including app structure maps, user flows, and annotated wireframes detailing every user interaction
- Collaborated with front-end development team to ensure device-agnostic application using Material Design libraries
Project Overview
Business Context:
Wealthsqope is a white-label web service developed by Scivantage, enabling banks and financial institutions to offer a customizable trading experience to their investment account holders. The app delivers a branded, modern mobile trading platform tailored to client-specific branding and UX requirements.
The Challenge We Faced:
- Customers felt the app seemed outdated and hadn't been significantly updated since launch
- Lacked modern features like biometric login and dark/light mode options
- Users found navigation confusing - easy to get lost with no clear way back to their previous location
- Inconsistent experience across different devices and platforms
Our Solution Approach:
- Added biometric authentication for secure, convenient login
- Enabled dark/light mode options for personalized visual experience
- Redesigned information architecture to keep users in context - when making trades, reading articles, or viewing stock details, content comes to the user rather than navigating away
- Implemented Google's Material Design system for consistent, device-agnostic experience across iOS and Android mobile and tablet devices
My Role: As the UX Director and Lead UX Designer, I led this ground-up redesign to enhance usability, adopt modern technologies, and significantly improve user engagement.
Before and after comparison showing the legacy platform transformation to modern mobile trading experience
Goals
Dark mode watchlist interface showing contextual trading actions and improved navigation
Business Goals:
- Launch a streamlined, intuitive mobile trading experience for client banks
- Provide a modern interface and feature set (e.g. biometric login, dark/light mode, options trading)
- Improve client conversion by at least 20%
User Goals:
- Offer a secure, responsive, and personalized trading experience
- Empower users to quickly act on financial insights without losing context
- Provide an aesthetically modern, customizable experience
Process
Our redesign process was deeply collaborative and user-centered:
- Stakeholder Interviews: Conducted with internal teams and client banks to gather business and technical constraints
- User Feedback Sessions: Interviewed end users and analyzed behavioral feedback from the legacy platform
- Competitive Analysis: Benchmarked leading trading apps to identify usability gaps and modern UX standards
- Design Documentation: Using Omnigraffle and Axure, we translated these insights into high-fidelity user flows, complete site maps, and interactive wireframes
This iterative process ensured alignment between business objectives and user needs throughout the design lifecycle.
Information Architecture & User Flows
Redesigned the authentication flow to reduce steps and add biometric options, while mapping all user pathways to ensure consistent navigation patterns.
Comprehensive user flow diagrams showing streamlined authentication and navigation pathways
Wireframe Evolution
Early wireframes focused on simplifying the home screen layout and ensuring quick access to key trading functions. The bottom navigation was redesigned to keep users oriented within their current context.
Key Design Decisions Documented:
- Streamlined login process with biometric integration
- Persistent bottom navigation for consistent wayfinding
- Market data prominently displayed on home screen for quick decision-making
Wireframe iterations showing the evolution from complex multi-screen flows to simplified, context-aware navigation
Key Features & Improvements
Biometric Authentication
Enhanced login security and speed via Face ID and Touch ID.
Dark Mode/Light Mode
Gave users control over their preferred visual experience.
Options Trading
Expanded functionality for more advanced traders.
Quick Actions
Enabled contextual actions (trade, add to watchlist, view full quote) directly from listings and watchlists, allowing users to stay within context and reduce friction.
Biometric Login
Dark Mode & Contextual Menu
Options Trading
Outcome & Impact
Key Results
- +30% Client Conversion (exceeding our 20% target)
- Significant Increase in Customer Adoption & Daily Use
- Named the #1 Trading App of 2021 by J.D. Power
- The redesign transformed Wealthsqope into a flagship product for Scivantage and a competitive differentiator for client institutions
J.D. Power 2021 U.S. Wealth Management Mobile App Satisfaction Study showing U.S. Bancorp Investments ranking #1
Clients Served
Further Improvements
SELF-DIRECTED EXPERIENCE
Digital experience tailored to support self-directed accounts and the specific user journeys of self-directed investors
The Self-Directed experience empowers your investors to manage their accounts on their own, including account opening, trading, bonus trades, and supporting administrative tools like trade rules engine, review and release, next day queue. Also included are a comprehensive suite of account management, market data and research tools.
Key benefits:
- Comprehensive solution providing turnkey self-directed investment platform
- Support trading accounts alongside advised accounts for a unified experience
- Middle-office compliance functions included to support trading
Self-directed investment platform showing comprehensive account management and trading tools
DIGITAL ADVICE EXPERIENCE
Digital Experience tailored to support digital advice accounts and the specific user journeys of automated advice investors
The Digital Advice client experience delivers your investors a self-directed experience paired with professional, automated advice. Investors can digitally onboard themselves, choose an appropriate strategy and manage their accounts, while powerful model management and rebalancing tools provide your firm with the ability to implement the advice.
Key benefits:
- Goal-based investing coupled with automated portfolio advice
- Goal funding drives additional investment to meet plan
- Fill the gap between DIY self-directed and full-service advice
Digital advice platform showing goal-based investing tools and automated portfolio management
PERFORMANCE ANALYTICS
Digital Investor includes a comprehensive Performance Analytics suite
The Performance Analytics suite can be added to the Advised, Self-Directed, Trust and Digital Advice packages or utilized as a stand-alone capability.
Key features:
- Time and dollar weighted daily performance engine
- Multi-account level performance and risk calculation
- Risk, tax and fee-adjusted performance with benchmark comparisons
- Attribution analysis and peer comparison tools
- Automated insights identifying performance opportunities
Performance analytics dashboard featuring comprehensive data visualization and insights
