Magnifi by TIFIN Wealth
Magnifi is a trading app that makes helps retail investors gain access to analytical capabilities that help them shop for investments. The companion Magnifi web platform was built primarily for financial advisors, the app was created to bring this analytical advantage to the masses.
This project was completed while working as a senior designer at 1stMain, a digital agency.
Magnifi’s web platform- BEFORE
EXTEND EXISTING FUNCTIONALITY
Our process began with a comprehensive understanding of the web platform's functionality. As the web application was designed for investment advisors, it was heavily focused on the analytical aspect of finance. It took us a while to get familiar with the diverse range of investment securities on offer.
We made it a priority to optimize the application design without compromising on key features of the website.
Architecture Decisions
Each section of the website was dissected in an audit and major flows were broken down and restructured through a mobile-friendly lens.
Visual Design Concepts
To optimize our workflow, the team divided tasks at this stage. I delved into visual design options, and my team members worked on the information architecture. Several of the visual concepts we presented are displayed below.
Design System
I went on to detail the app and define UI elements, evolving this design system from a simple style guide. We chose a playful, colorful approach for the app while maintaining the web platform's original deep blue hues. This created two distinct visual approaches, differentiating the tools for retail investors and investment professionals.
We performed a comparative analysis of prominent retail trading apps, including Robinhood, Ameritrade, and WeBull. A standout element we identified was Magnifi's distinctive theme-based search. To make the tool more approachable for curious investors those with less experience, we paired the natural language search with a visual guide to the available categories.
Data Visualization for Informed Human Choices
Onboarding Flow
We settled on a design that stands out through its use of simple, recognizable color, gradients, and typography. We eliminated illustrative concepts to ensure visual clarity. Reducing visual elements to gradients allowed the app to feel more mature and sophisticated, catering to its intended, mature audience.Paring visual elements down to gradients allowed the app feel more mature and sophisticated, and cater to the mature audience it was intended for.
A quick look at the basic functionality of the entire app. The largest differentiator between Magnifi and other trading apps is the ability to create your own basket of funds. Typically, a broker or fund manager would create one for you. But with Magnifi, retail investors can make their own informed decisions. The basket of funds offers a cart-like experience, similar to what's seen in an e-commerce checkout. This was intentionally included to leverage familiar user experience patterns.
All Screens
Did we achieve our goals?
Our goal was to translate a feature-rich, complex, analytical tool into a format accessible to retail investors, using a conventional portfolio structure and common user patterns.
In Conclusion: This was my first experience working with FinTech, and the possibilities of the problem space could have resonant solutions. There is substantial room for innovation to find creative ways to make your money work for you and for the things you believe in. It can shape the world you want to live in.
Collaborators
1stMain - Head of Design
Kinnari Thakker1stMain - CEO
Kiran Nambiar1stMain - Product Manager
Mitali RajuTIFIN - India Head
Uttung MalkanTIFIN - CEO
Dr. Vinay Nair