2025
Service Design
Ux / Ui
Seed
Helping Gen Z Invest with Confidence
Seed is a digital investment platform concept I designed to help under-25s make informed, confident investing decisions. A large UK retail bank was seeing an increase in young customers opening investment accounts, but research showed many were influenced by finfluencers and viral TikTok trends rather than regulated financial advice.
My goal was to create a service that educates without patronising, meets young users where they are, and supports them in building long-term, sustainable investment habits.
The Challenge
- Build trust in a misinformation-rich environment.
- Balance financial education and engagement while respecting users’ autonomy.
- Create a product that meets users where they are (social-native) but within a regulated bank environment.
- Help users reflect on their risk tolerance and time horizon before making real investments.
Process & Approach
Discovery & Research: Reviewed Gen Z investment behavior studies (CFA Institute, Deloitte) and interviewed young investors to understand motivations, fears, and misconceptions.
Persona Development: Created three detailed personas representing different levels of risk aversion and financial literacy — from cautious first-timers to overconfident TikTok-inspired investors.
Journey Mapping: Mapped “Learn → Reflect → Invest” journeys to understand emotional states and friction points.
Concept Development: Designed Seed as a three-part platform:
Learn: Story-based modules, TikTok-style explainers, bite-sized quizzes.
Reflect: Simulations, guided onboarding, risk nudges (“How would you feel if this dropped 20%?”).
Invest: Real, FCA-regulated portfolios with transparent risk badges and easy goal-based investing.
UX & UI Design: Created detailed content flows and screen copy for onboarding, simulation, and portfolio exploration.
2025
Service Design
Ux / Ui
Seed
Helping Gen Z Invest with Confidence
Seed is a digital investment platform concept I designed to help under-25s make informed, confident investing decisions. A large UK retail bank was seeing an increase in young customers opening investment accounts, but research showed many were influenced by finfluencers and viral TikTok trends rather than regulated financial advice.
My goal was to create a service that educates without patronising, meets young users where they are, and supports them in building long-term, sustainable investment habits.
The Challenge
- Build trust in a misinformation-rich environment.
- Balance financial education and engagement while respecting users’ autonomy.
- Create a product that meets users where they are (social-native) but within a regulated bank environment.
- Help users reflect on their risk tolerance and time horizon before making real investments.
Process & Approach
Discovery & Research: Reviewed Gen Z investment behavior studies (CFA Institute, Deloitte) and interviewed young investors to understand motivations, fears, and misconceptions.
Persona Development: Created three detailed personas representing different levels of risk aversion and financial literacy — from cautious first-timers to overconfident TikTok-inspired investors.
Journey Mapping: Mapped “Learn → Reflect → Invest” journeys to understand emotional states and friction points.
Concept Development: Designed Seed as a three-part platform:
Learn: Story-based modules, TikTok-style explainers, bite-sized quizzes.
Reflect: Simulations, guided onboarding, risk nudges (“How would you feel if this dropped 20%?”).
Invest: Real, FCA-regulated portfolios with transparent risk badges and easy goal-based investing.
UX & UI Design: Created detailed content flows and screen copy for onboarding, simulation, and portfolio exploration.
2025
Service Design
Ux / Ui
Seed
Helping Gen Z Invest with Confidence
Seed is a digital investment platform concept I designed to help under-25s make informed, confident investing decisions. A large UK retail bank was seeing an increase in young customers opening investment accounts, but research showed many were influenced by finfluencers and viral TikTok trends rather than regulated financial advice.
My goal was to create a service that educates without patronising, meets young users where they are, and supports them in building long-term, sustainable investment habits.
The Challenge
- Build trust in a misinformation-rich environment.
- Balance financial education and engagement while respecting users’ autonomy.
- Create a product that meets users where they are (social-native) but within a regulated bank environment.
- Help users reflect on their risk tolerance and time horizon before making real investments.
Process & Approach
Discovery & Research: Reviewed Gen Z investment behavior studies (CFA Institute, Deloitte) and interviewed young investors to understand motivations, fears, and misconceptions.
Persona Development: Created three detailed personas representing different levels of risk aversion and financial literacy — from cautious first-timers to overconfident TikTok-inspired investors.
Journey Mapping: Mapped “Learn → Reflect → Invest” journeys to understand emotional states and friction points.
Concept Development: Designed Seed as a three-part platform:
Learn: Story-based modules, TikTok-style explainers, bite-sized quizzes.
Reflect: Simulations, guided onboarding, risk nudges (“How would you feel if this dropped 20%?”).
Invest: Real, FCA-regulated portfolios with transparent risk badges and easy goal-based investing.
UX & UI Design: Created detailed content flows and screen copy for onboarding, simulation, and portfolio exploration.