Moneyfarm: Transformed the Investor Experience from Robo-Advisor to Wealth Management Platform
Led the UX design for Moneyfarm’s investment platform, delivering intuitive dashboards for diverse financial products.
Fintech
2022-2023
Lead UX Designer
Context
In 2022, Moneyfarm, known for its robo-advisory services, was transitioning into a total wealth management platform. This shift required a complete redesign of the user experience to help customers easily manage investments across new offerings like shares, ETFs, and complex financial products.
Results
The redesigned dashboard launched in 2023, improving portfolio insights, fund management, and onboarding. These updates led to a 20% increase in engagement and a 30% reduction in consultant reliance, all while maintaining high customer satisfaction. The platform’s transformation positioned Moneyfarm as a complete wealth management solution.
20%
Increase in user engagement
30%
Reduction in consultant reliance
High CSAT
Maintained customer satisfaction
Product Walkthrough with Interactive Infographics: An illustrated explanation of how the Moneyfarm platform works, featuring interactive infographics styled like Instagram Stories for an engaging user experience.
Challenges
Moneyfarm aimed to grow its assets under management (AUM) by 127%. As the product offering expanded to include shares, ETFs, and complex financial instruments, the dashboard needed to evolve.
Integrating complex products:
Users struggled to track performance across multiple investments. Competitors like Nutmeg and Hargreaves Lansdown already offered advanced portfolio visualisation. One user said, “I can’t track everything in one place.”Boosting user self-sufficiency:
To reduce reliance on consultants, self-service tools were crucial. Users wanted more autonomy, with one stating, “I want to handle this myself without always calling my consultant.”Personalisation for diverse investors:
Competitor analysis showed platforms like eToro and Wealthify offered personalised dashboards. Moneyfarm aimed to introduce similar customisation features to cater to both novice and advanced investors.
My Role
As the lead UX designer, I managed four product designers and reported to the head of design to ensure alignment with the overall vision. I supported senior management in transforming the platform, helping users take control of their investments while meeting Moneyfarm’s growth goals.
The Team
I worked across four product teams, each consisting of:
1 product manager
1 tech lead
Several developers
1 product designer per team
I guided the designers, collaborated with tech and product leads, and co-led workshops to maintain consistency across teams, turning strategic goals into actionable design solutions.
Evolution of Moneyfarm Dashboard Wireframes: From low to high fidelity, these iterations reflect the progression towards a more refined and intuitive dashboard design.
“I feel empowered to make decisions without always needing help from an investment consultant.”
Moneyfarm customer
From a focus group session
Roadmap
Every design decision was aligned with business growth and user needs:
Simplifying product management:
We delivered detailed asset breakdowns, aiming for a 20% increase in engagement by 2025 through clearer portfolio insights.Empowering users with self-service tools:
Automated insights and portfolio optimisation tools were introduced, targeting a 30% reduction in consultant dependency. One user said, “I feel empowered to make decisions without always needing help.”Creating personalised experiences:
By 2025, 75% of users are expected to customise their dashboards, contributing to a 15% increase in retention. Early feedback was positive, with one user noting, “I want to tailor this dashboard to show what matters most to me.”
Detailed Functionality Wireframe: A comprehensive wireframe illustrating the full range of features and functionality, serving as a blueprint for the dashboard’s user interactions.
Process
I proposed a multi-stage process to redesign the dashboard to meet both user and business needs:
User feedback and surveys: The product lead and I collected survey data, revealing a clear demand for better portfolio views and easier navigation between self-managed and consultant-managed accounts.
Competitor analysis: I conducted a detailed benchmark analysis of 20 competitors, shaping the direction of our customisation and visualisation features.
Collaborative workshops: I co-led workshops with the senior designer to align our design strategy with the broader goals of increasing customer satisfaction and engagement.
Key Features
Portfolio Insights Dashboard
Designed a clear and visually engaging dashboard that provides users with a holistic view of their portfolio’s performance.
Benefit: Users can easily assess their investments, including returns and overall growth, helping them make informed financial decisions.
Detailed Asset Breakdown
Implemented in-depth asset breakdowns, differentiating between managed investments (robo-advice) and self-directed investments (DIY).
Benefit: This level of detail allows users to better understand the allocation and performance of their assets, enhancing transparency and control.User-Centric Navigation
Created a simplified, intuitive navigation system to guide users smoothly through various parts of the platform, from managed investments to direct trading options.
Benefit: The improved user journey reduced user dependency on customer support, leading to a 30% reduction in consultant reliance.Interactive Graphs and Visualisations
Developed graphs and visual representations to provide clearer insights into portfolio composition, risk assessment, and performance over time.
Benefit: These visual tools increased user engagement by 20%, allowing users to quickly interpret data and spot trends.Integrated Self-Service Tools
Added self-service features like portfolio optimisation suggestions and performance analysis to empower users to manage their investments independently.
Benefit: Enhanced user autonomy, aligning with the company’s goal to reduce reliance on consultants and streamline user experience.
Portfolio Insights Overview: A snapshot showcasing key portfolio insights, providing users with a clear and detailed view of their investment performance.
Portfolio Details and Analysis: A screenshot displaying comprehensive portfolio details, with in-depth analysis of asset allocation and performance metrics.
Results
The MVP of the redesigned dashboard launched in 2023, delivering:
Clearer portfolio insights through graphs and charts
Asset breakdowns that distinguished between managed and self-directed investments
Easier management of funds across multiple portfolios
A streamlined onboarding process for new users
Improved explanations of portfolio performance for better transparency
These updates led to:
20% increase in user engagement
30% reduction in consultant dependency
High customer satisfaction despite the complexity of new features
Learning
Key lessons from the MVP launch:
Users appreciated detailed visualisations, with one saying, “I can finally see what’s going on across all my investments.”
Portfolio differentiation was crucial, especially for advanced investors.
Self-sufficiency tools, such as the new onboarding and performance explanations, reduced reliance on consultants by 30%.
Engagement grew by 20%, even without personalisation features.
Final Dashboard Design: The complete Moneyfarm dashboard, showcasing the final design with all features integrated for a seamless investment experience.
Conclusion
The redesigned dashboard marked a major milestone in Moneyfarm’s evolution from robo-advisor to a total wealth management platform. Early feedback showed users felt more in control of their investments, with one noting, “I can see detailed breakdowns and performance at a glance.”
Moving forward, the focus is on delivering personalisation and driving further engagement, aligning with Moneyfarm’s long-term goal of improving user satisfaction and increasing customer engagement by 127%.
