Robo-Advisor Design
InvestEase is a digital investment platform that offers automated, low-fee ETF portfolios tailored for younger, first-time investors seeking a simple and trustworthy way to grow their money.
Headquarters
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Industry
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Company size
Challenge
RBC needed to quickly launch a robo-advisor platform to compete with its main fintech disruptors, Wealthsimple. While early beta emails had high open rates, enrollments were unexpectedly low. The team needed to understand quickly why users were not converting and fix the onboarding and marketing experience without compromising regulatory standards
My Role
As Product Design Lead, I shaped the end-to-end experience—from onboarding to portfolio selection—ensuring clarity, ease of use, and alignment with RBC’s trusted brand.
Activities
Research & Analysis: We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights
Information Architecture: Based on the research findings, we restructured the app's navigation and content, prioritizing features and information according to user needs.
Wireframing & Prototyping: We designed low-fidelity wireframes to visualize the new layout and navigation, iteratively refining them based on user feedback. Afterward, we built a high-fidelity, interactive prototype to test the design.
Usability Testing: We conducted usability tests with a diverse group of users to validate the design and identify areas for improvement. Based on the feedback, we made necessary adjustments to the design.
Visual Design & Style Guide: We developed a cohesive visual language, including color schemes, typography, and iconography, ensuring consistency throughout the app. We also created a style guide to maintain design consistency in future updates.
My commitment to design excellence and business outcomes was formally recognized by my senior leadership team. As a result of my contributions and performance, I was selected to receive full company sponsorship for a Master of Business Administration (MBA) program at Queen's University. This opportunity has equipped me with advanced skills in strategic planning, financial analysis, and organizational leadership, which I have been able to apply directly to my work, elevating our design processes and aligning them with key business objectives.
My commitment to design excellence and business outcomes was formally recognized by my senior leadership team. As a result of my contributions and performance, I was selected to receive full company sponsorship for a Master of Business Administration (MBA) program at Queen's University. This opportunity has equipped me with advanced skills in strategic planning, financial analysis, and organizational leadership, which I have been able to apply directly to my work, elevating our design processes and aligning them with key business objectives.
My commitment to design excellence and business outcomes was formally recognized by my senior leadership team. As a result of my contributions and performance, I was selected to receive full company sponsorship for a Master of Business Administration (MBA) program at Queen's University. This opportunity has equipped me with advanced skills in strategic planning, financial analysis, and organizational leadership, which I have been able to apply directly to my work, elevating our design processes and aligning them with key business objectives.
Robo-Advisor Design
InvestEase is a digital investment platform that offers automated, low-fee ETF portfolios tailored for younger, first-time investors seeking a simple and trustworthy way to grow their money.
