D2C Investment Platform

We were tasked with creating a new responsive experience for a leading D2C wealth investment service – selling SIPPs and ISAs – to increase online conversations of people researching and buying investment products online, based on our years of expertise designing Wealth experiences.

Our solution created a new, engaging, informative and innovative experience where relevant users now felt informed and encouraged to sign up to an investment product.


Understanding the behaviours and needs of the end users

We conducted both quantitative (‘what people do’) and qualitative (‘why people do it’) formative research to understand and validate people’s behaviours, attitudes and trends towards investment products (including savings data from HMRC).

In total, a total of 220 people were contacted, split across face-to-face interviews and online surveys. The outcome of this research provided a clear understanding who to shape and design the proposition for, including behaviours, concerns, goals and needs to increase conversions.


  • Face-to-face interviews (20)
  • Trend analysis
  • Analytical reviews
  • Online surveys
  • Statistical insight

Artefacts created

  • Personas
  • User flows
  • User journeys

Mobile first concepts, via greyscale wireframes

We designed a mobile-first responsive prototype of the proposed experience for buying ISAs and SIPPs, aligning to the goals and needs identified within the research.

We spent two weeks focusing on designing how best to present the large volumes of content into digestible and engaging structures, and then how to educate users through the purchasing of funds.


  • Ideation / Crazy 8s
  • Mobile-first approach
  • Responsive design
  • Design workshops

Artefacts created

  • Sketches
  • Wireframes
  • Clickable prototypes

Gathering feedback on our initial designs

Conducted an evaluative research activity with 200 people to provide a statistical insight into specific areas of the proposed experience that we wanted to measure so we could build confidence in our design direction for key areas.

The quantitative analysis was based on one-click testing and sitemap tree testing.


  • Quantitative feedback
  • Measuring experiences

Artefacts created

  • User feedback report
  • Recommended improvements

Let’s talk.


Get in touch with our Head of XD, Andy Wilby, to discuss more about how our years of experience & expertise can help shape your wealth proposition, whether that’s designing successful experiences for your IFA clients or D2C across responsive websites and native apps.

Andy Wilby | Head of Experience Design

0113 201 0600


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