Building professional cross-platform solution at Go Invest

Year
2021 – 2025

Role
Senior product designer

Go Invest is an investment company providing professional-grade financial tools, expert insights, and tailored strategies to help clients achieve their goals.

I joined the project as the first designer, tasked with an ambitious challenge: to build a cross-platform investment solution from scratch, capable of meeting the diverse needs of the company's audience.

Starting with a blank canvas, I defined the product's core concepts, shaped foundational user experience and established a consistent visual language. Then I drove key design initiatives, grew a design team, evolved design language and conducted user research.

In result, the product stands as a part of company’s key strategy, serving 400k monthly active users.

Go Invest is an investment company providing professional-grade financial tools, expert insights, and tailored strategies to help clients achieve their goals.

In result, the product stands as a part of company’s key strategy, serving 400k monthly active users (MAU).

Challenges

Discovery

Web terminal

Mobile platforms

Desktop versions

Outcomes

Challenges

The project pushed me to grow in many directions – these are some of the most rewarding challenges that I faced

Quickly adapting to a complex domain

Joining the project required rapid navigating the intricate world of trading and investment to deliver meaningful contributions

Cross-platform product design

Ensuring a consistent and intuitive user experience across web, mobile, and desktop platforms was particularly demanding

Collaboration challenge at scale

This project was highly cross-functional and collaborative — 11 teams and more than 60 people were involved in the process

This project was highly cross-functional and collaborative: 11 teams and more than 60 people were involved in the process

Building and mentoring a design team

I was responsible for creating and growing a design team from scratch, gaining valuable experience in mentorship

Discovery

I joined the team as the only designer at the early concept stage, and my primary challenge was quickly gaining a deep understanding of the investment and trading industry – a domain I was quite new to at the time.

To build a solid foundation, I immersed myself in extensive online courses, expert video lectures, and industry-specific resources. I also carried out thorough wide competitor benchmarking to understand existing solutions.

Additionally, I conducted in-depth user research interviews with investment professionals and active traders, uncovering valuable insights into their workflows, pain points, and needs. This combined approach allowed me to quickly bridge my knowledge gap and confidently design meaningful, intuitive user experiences.

To build a solid foundation, I immersed myself in extensive online courses, expert video lectures, and industry-specific resources. I also carried out thorough competitor benchmarking to understand existing solutions in depth.

Fig. 1.1 Initial prototypes with different layout approaches

Fig. 1.2 Selected layout framework

Fig. 1.3 Core paths for MVP functionality

Fig. 1.4 Insights and takeaways from the part of the user research

Fig. 1.5 Sign-in and sign-up experience

Following the discovery phase, we worked closely with stakeholders to define the overall approach, concept, and layout. I initially proposed a fixed layout, aiming to create a more smooth and guided experience for new users.

However, stakeholders preferred a more flexible direction, so I developed two additional prototypes: one combining both approaches, and one fully flexible. After reviewing the options, we aligned on the flexible layout, as it better addressed the needs of the company’s diverse audience.

Fig. 1.6 Core design principles

Fig. 1.6 Core Design Principles

Next, we focused on establishing key user flows and essential features for the MVP. I actively contributed to strategic sessions, offering recommendations grounded in the data gathered during the discovery phase.

Using insights from research and collaboration, I created the final prototypes for this stage, along with a user journey map and a set of user personas — it helped us segment the audience and clearly define each group’s needs and challenges. With this foundation in place, I moved on to the first design drafts and defined the overall look and feel of the product.

Web terminal

To prepare the first version of the product, I laid the groundwork for the future design library with its key elements. After that, I created complete designs for the core functionality, along with detailed user interaction for the terminal’s dynamic layout.

At this stage, there was a lot of collaboration with the development team to determine technical specifics and address any limitations.

It was also during that phase that I hired a second product designer to support the growing scope. This was a new and challenging experience for me — I had to quickly structure the onboarding process and guide them through a complex product and domain to ensure a smooth handover and collaboration.

At this stage, there was a lot of collaboration with the development team to determine technical specifics and address any limitations.

Fig. 2.1 Input. Component from the design library

Fig 2.2 Flows for advanced trading widget features

Fig 2.3 Crafted date picker

Fig 2.4 Search input & dropdown

Fig 2.4 Search dropdown

Fig. 2.5 Analytics vidget in white scheme

Fig. 2.5 Analytics vidget

Fig. 2.6 Menu dropdowns

Fig. 2.7 User onborading step

Fig. 2.8 About microinteractions – contextual tips & info

Fig. 2.8 Microinteractions: contextual tips & info

Fig. 2.9 Final working web configuration example

Fig. 2.9 Final working configuration example

Mobile version

The next major step in the product’s evolution was developing a mobile version to ensure a seamless cross-platform experience. After several brainstorming and grooming sessions with stakeholders and teams, I mapped out the main user flow and designed the key screens.

One of the main challenges was translating complex flows and large volumes of data into a simplified mobile format — while also expanding the design library.

I aimed to adapt existing components to native iOS and Android elements where possible, and collaborated closely with mobile developers to align on platform-specific behavior and constraints. These drafts became the foundation for a fully functional mobile app.

One of the main challenges was translating complex flows and large volumes of data into a simplified mobile format — while also expanding the design library.

Fig. 3.1 Mobile version architecture draft

To meet the tight deadlines, I collaborated with my project manager on bringing in additional designers from other mobile teams within the parent company.

Once they joined, I managed the onboarding process: helping them quickly get up to speed, facilitating grooming sessions, and creating CJMs to guide their work. I also conducted reviews to ensure consistency across screens and uphold the quality of the final design.

To meet the tight deadlines, I collaborated with my project manager on bringing in additional designers from other mobile teams within the parent company.

Fig. 3.2 Trading workflow

Fig. 3.3 Support page

Fig. 3.4 Main page, personal brocker & trading news artcile

Fig. 3.4 Mane page, personal brocker & trading news artcile

Fig. 3.5 User onborading step

Fig. 3.5 Analytics page

Fig. 2.7 User onborading step

Fig. 3.6 Portfolio page

Fig. 3.6 Portfolio workflow

Fig. 3.6 Portfolio page

As a result, we successfully released the first version to wide audience, adapting existing components to native iOS and Android elements where possible. Through continuous iteration and collaboration, these evolved into full-featured mobile products that continue to grow.

Desktop platforms

To expand cross-platform accessibility, the desktop version of the terminal was designed and launched for both Windows and MacOS, based on the core product's design.

This version was branded with the "Pro" prefix and equipped with advanced, specialized features, meeting the needs of the product’s professional audience segment. As a result, it became a standalone, robust solution tailored specifically for expert users.

Fig. 4.1 Pro graph indicators

Fig. 4.2 Watchlists folder

Fig. 4.3 Graph object manager

Fig. 4.4 Advanced seasonal analytics

Fig. 4.5 Visualisation of the volume profile

Fig. 4.6 Feature user onboarding

Fig. 4.7 Final working desktop configuration example

The adaptation for desktop platforms involved creating a new layout, while designing the additional functionality required extensive research, interviews, and a deep dive into the professional investment landscape.

Outcomes

The product continues to grow and evolve, alongside a steady increase in audience size and key metrics. Company stakeholders have made it a part of their core strategy, supporting it with additional research and targeted marketing campaigns.

The number of teams involved in the product continues to grow, along with the expanding group of designers working on new features, improvements, and the development of specific sections and platforms of the terminal, as well as the ongoing expansion of the design library.

0 ➞ 4

Products ongoing

1 ➞ 5

Product designers

0 ➠ 400k

MAU of the core product

Looking ahead, the business aims to become the most effective product in its niche for he Russian-speaking audience, setting a benchmark for competitors and leading the way in innovation.

With great gratitude to the all teams, designers, and researchers who made this journey so impactful, with special recognition to:

Yulia Tyulikhova, Elizaveta Shalaeva, Andrey Ivanovsky, Fedor Shihirin, Nikolay Borisov, Taras Grin, Sofya Kopilyova, Maria Galukha, Roman Galiev, Andrey Bikanin & more

Looking ahead, the business aims to become the most effective product in its niche for the Russian-speaking audience, setting a benchmark for competitors and leading the way in innovation.

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