Case study
This project explored a new model for self-directed investing by integrating AI-powered guidance into critical decision moments across the investing journey.
As a UX Designer within a team of three, I contributed to the end-to-end experience design, focusing on balancing user autonomy with contextual, intelligent support.
My Rol
Self-directed investing platforms give users control—but also expose them to risk, uncertainty, and cognitive overload.
Users often:
The core tension
How might we help users make better financial decisions without taking control away from them?
Instead of replacing decision-making, we focused on:
Early exploration revealed a key insight:
Users don't want automation.
They want confidence.
This led us to define a guiding principle:
Guide, don't dictate.
This engagement balanced product definition with rapid experience design.
Key activities included:
We worked iteratively, using lightweight prototypes and storytelling artifacts to align stakeholders and refine direction.
We identified two behavioral extremes:
Baby boomers generation
Digital natives generation
Shared need
Understanding the consequences of their actions before
committing.
We designed a hybrid AI guidance system embedded across the investing journey.
Instead of a single feature, the solution works as a layer of intelligence that adapts to user context.
The Core Shift
From
Transaction-first investing
To
Guided, confidence-building decision-making
A safe environment where users can simulate strategies without real risk.
Why it matters:
A tool that lets users explore outcomes before committing.
Why it matters:
Why it matters:
Why it matters:
Before confirming a trade, users see:
Why it matters:
It introduces a pause moment that reduces impulsive decisions.
Tracks progress toward personal milestones (retirement, education, etc.).
Why it matters:
Goal: Make guidance always available, but never intrusive.
A conversational layer that:
Users can choose how much guidance they want:
This avoids the “one-size-fits-all” problem.
While the work was exploratory and forward-looking, it delivered meaningful impact:
Key Takeaways
Users don’t need more tools — they need help using them
Users don’t need more tools — they need help using them
Users don’t need more tools — they need help using them
Designing for financial decision-making isn’t just about usability—it’s about responsibility.
The goal isn’t to make decisions for users, but to help them make better ones.