Team
2 Designers
DURATION
January 2022 - July 2023
MY CONTRIBUTION
UX Research, Visual Design, Prototyping
OVERVIEW
It’s no secret how much people struggle when it comes to saving money—according to Bankrate, nearly two in three Americans reportedly have “little or no savings.” Money is about as big a pain point as you can find, and, no surprise, there’s an app for it. Todlr aims to help parents automatically and efficiently build generational wealth, making it possible to cultivate a nest egg without expending more effort than necessary. We help parents make goal-based investments towards their child’s future. This could be for college, their first car, or a downpayment on a house. Imagine a world where the next generation has less student loan debt, capital for their businesses, or can take a gap year to travel the world - because their parents were intentional about investing for them.
Todlr is the simplest way to invest for your children and teach them about money. Create a product to help long-term investors accumulate wealth by providing tools and features to create and manage investment portfolios, track performance, and identify potential opportunities for wealth growth. Todlr allow parents to set and monitor financial goals, automate investment strategies, and receive personalised investment recommendation based on their risk tolerance and investment preferences.
THE CHALLENGE
Wealth Transfer
- Nearly $3 Trillion of generational wealth is transferred annually, in the US alone, yet no tech has been built to aid this transfer.
- Less than 2% of Americans choose a trust fund to transfer their wealth because they are expensive and inaccessible.
Financial Literacy
- Less than 33% of adults worldwide are financially literate.
- 4 in 5 parents want additional resources to help teach their children good financial habits.
MARKET RESEARCH
Legacy Institutions & Investment Apps:
- Robinhood, Wealthfront, Titan, Banks
- Limited focus on investing for children’s future. No tax incentives. Not direct competitors because parents prefer to separate investments for their children from their own.
Custodial Accounts & 529 Plans
- UNest, Earlybird, Backer
- No true market leader, core focus is 529 plans and gifting, with poor user experience.
Todlr is an intelligent solution that encompasses every aspect of investing for you children - We give you the relevant data to set and hit your goals, we tie each goal to the best tax incentivised vehicle, we also give you flexibility in your investments - you could pick the assets you want, or opt for a portfolio that we tailored to your goals and financial situation. And to cap it all, we help you involve your loved ones in the process.
COMPETITIVE LANDSCAPE
USER RESEARCH
Investing apps have made it easier that ever for individuals to start investing their money, but users may still face several pain points when using these apps. They may experience frustration with the complexity of the investment process and apps’ navigation, as well as the investment process and apps’ navigation, as well as the lack of personalised support and guidance when making investment decisions.
PERSONAS
These user personas help to identify the needs and preferences of different types of users who may use a long-term investment app, which can guide the development of features and functions to meet their unique needs.
USER FLOW
By following this user flow, the mobile investing app can provide a seamless and user-friendly experience for users to buy stocks and funds and manage their investments over the long term, while also providing users with educational resources, goal tracking, and access to customer support.
FEATURE AUDIT
Based on the audit, recommendations could be made for improving existing features, adding new features, or removing feature that are not meeting user needs. The audit would aim to optimise the app’s features to provide users with a comprehensive and user-friendly platform for managing their investment over the long term.
MOODBOARD
Mood-boards help designers establish a consistent and cohesive design language and communicate their ideas and vision to clients and team members. The mood boards represents a sense of simplicity, sophistication, and professionalism, while also ensuring that the app is easy to use and visually appealing. The modern and sleek aesthetic is combined with a hierarchy of financial data and intuitive user interface designs.
WIREFRAMES
Wireframes help to clarify the structure and layout of the design, facilitate communication and collaboration, save time and resources, and focus on functionality. Wireframes allow designers to test and refine different design concepts easily and quickly.
TYPOGRAPHY
Primary
Creates a brand identity and establishes a consistent and professional visual language that resonates with target audience.
Secondary
Supports and reinforces the primary font and brand identity, while also adding visual interest and variety to the design.
STYLEGUIDE
USER INTERFACE
SUCCESS & LEARNINGS
Successful onboarding of 2,000+ Parent during Waitlist
After the prototype was complete, usability testing was carried out by printing the Hi-res images of the prototypes on cardboards and distributed to potential users by the Carrot team.
The idea and user flow were exceptionally received by the users. Most praised its concept and UI while others clamoured about the interest rates, payback models should be re-considered
