LetBob Investing App

I was responsible for the end-to-end design and prototyping of the platform, working closely with the CEO to ensure a user-friendly experience for first-time investors.

Investing can feel overwhelming for those unfamiliar with the process, especially first-time investors. LetBob’s mission was to break down these barriers by offering educational resources alongside investment tools to empower users in underserved communities. The goal was to create an inclusive, easy-to-navigate platform that would make users feel supported throughout their financial journey

The LetBob app was initially developed by the CEO, who had a clear vision but needed a UX design overhaul. My first step was to audit the existing app, identifying critical usability issues such as inconsistent sizing, misalignments, and significant navigation challenges.

Key Focus: A Seamless Onboarding Process

The first major opportunity we identified was simplifying the onboarding process. Many users were feeling overwhelmed with too much information upfront, so we streamlined the process to capture only relevant data that would personalize the experience. This made users feel more supported and less intimidated as they started using the app.

After auditing the app, I conducted a competitive analysis of similar trading platforms. LetBob stood out because of its unique combination of educational tools and AI-driven investment features. This research validated our approach of focusing on user education while ensuring investment tools were approachable and intuitive.

We also developed user personas to reflect LetBob’s target demographic—underserved communities, many of whom were first-time investors. These personas informed every design decision we made, and guided our empathy mapping.

With the insights from our research, we mapped out user journeys tailored to the needs of our personas. A key focus was to create a more approachable UI that emphasized friendliness and inclusivity. We redesigned the interface with vibrant, accessible colors and incorporated artwork representing people of color, reinforcing LetBob’s mission of supporting diverse communities.

I led two rounds of design iterations, where we conducted usability testing with a small group of original LetBob users. In comparison to earlier versions, 11 out of 12 users indicated that the redesign was a "significant improvement" in terms of usability, inclusivity, and overall experience.

After six weeks, I delivered the final handoff documents to the development team, complete with detailed design specs and annotations. I maintained ongoing communication with the developers throughout the process to ensure fidelity to the designs and participated in QA testing to address any issues early.​

Since its launch in 2022, LetBob has been successfully live, helping first-time investors navigate their financial journeys with confidence and support.