Building professional cross-platform solution at Go Invest
Building professional cross-platform solution at Go Invest
Year
2021 – 2025
Year
2021 – 2025
Role
Senior product designer
Role
Senior product designer
Link
goinvest.ru
Link
goinvest.ru
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.
The result was a robust professional tool with cohesive experience across web, native mobile and desktop platforms. 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
Contents
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 (MAU).
01
Business goals
01
Business goals
01
Business goals
The following business goals were defined in collaboration with key stakeholders to guide product strategy and success metrics.
The following business goals were defined in collaboration with key stakeholders to guide product strategy and success metrics.
Building a high-grade professional product
Building a high-grade professional product
Developing for users focused on long-term growth and confident decision-making
Developing for users focused on long-term growth and confident decision-making
Providing a consistent, cross platform workflow
Providing a consistent, cross platform workflow
Delivering across all key platforms to meet users in their preferred environments
Delivering across all key platforms to meet users in their preferred environments
Achieving competitive MAU with diverce audience
Achieving competitive MAU with diverce audience
Driving active user growth to validate adoption and market fit by streamlining flows and reinforcing daily value
Driving active user growth to validate adoption and market fit by streamlining flows and reinforcing daily value
Establishing strong engagement and retention
Establishing strong engagement and retention
Achieving strong metrics by focusing on product reliability and reliable feature set
Achieving strong metrics by focusing on product reliability and reliable feature set
02
Challenges
02
Challenges
02
Challenges
The project pushed me to grow in many directions – these are some of the most rewarding challenges that I faced.
The project pushed me to grow in many directions – these are some of the most rewarding challenges that I faced.
Quick adapting to a complex domain
Quick adapting to a complex domain
Joining the project required rapid navigating the intricate world of investment to deliver meaningful contributions
Joining the project required rapid navigating the intricate world of investment to deliver meaningful contributions
Solid cross-platform product design
Solid cross-platform product design
Ensuring a consistent and intuitive user experience across web, mobile, and desktop platforms
Ensuring a consistent and intuitive user experience across web, mobile, and desktop platforms
Cross-functional collaboration at scale
Cross-functional collaboration 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 the design team
Building and mentoring the design team
I was responsible for creating and growing a design team from scratch, gaining valuable experience in mentorship
I was responsible for creating and growing a design team from scratch, gaining valuable experience in mentorship
03
Discovery
03
Discovery
03
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.
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 competitor benchmarking to understand existing solutions in depth.
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.
Fig. 1.1 Initial prototype with fixed layout approach
Fig. 1.1 Initial prototype with fixed layout approach
Fig. 1.2 Initial prototype with flexible workspace approach
Fig. 1.2 Initial prototype with flexible workspace approach
Fig. 1.3 Insights and takeaways from the part of the user research
Fig. 1.3 Insights and takeaways from the part of the user research
Fig. 1.4 Initial sign-in and sign-up experience
Fig. 1.4 Initial 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.
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. 1.5 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.
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.
04
Web plarform
04
Web plarform
04
Web plarform
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.
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.
Fig. 2.1 A piece of design library: UI and guidlines for inputs
Fig. 2.1 Input. Component from the design library
Fig 2.2 Flows for advanced trading widget features
Fig 2.2 Flows for advanced trading widget features
Fig 2.3 Educational approach made as user guide
Fig 2.3 Crafted date picker
Fig 2.4 Search input & dropdown
Fig 2.4 Search dropdown
Fig. 2.5 Analytics widget
Fig. 2.5 Analytics vidget
Fig. 2.6 Menu dropdowns
Fig. 2.6 Menu dropdowns
Fig. 2.7 User onborading step
Fig. 2.7 User onborading step
Fig. 2.8 About microinteractions – contextual tips & info
Fig. 2.8 Microinteractions: contextual tips & info
Fig. 2.9 Working configuration for web
Fig. 2.9 Final working configuration example
After releasing the pilot, we gathered user feedback and continuously iterated on the product. The result was a solid, fully functional web terminal that addressed a wide range of user needs across the company’s audience.
After releasing the pilot, we gathered user feedback and continuously iterated on the product. The result was a solid, fully functional web terminal that addressed a wide range of user needs across the company’s audience.
04
Mobile apps
04
Mobile apps
04
Mobile apps
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.
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.
Fig. 3.1 Mobile version architecture draft
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.
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.
Fig. 3.2 Trading workflow
Fig. 3.2 Trading workflow
Fig. 3.3 Support page
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
Fig. 3.4 Main page, personal brocker & trading news artcile
Fig. 3.7 Screens from market stocks flow
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.
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.
05
Going desktop
05
Going desktop
05
Going desktop
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.
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. 4.1 Pro graph indicators
Fig. 4.2 Watchlists folder
Fig. 4.2 Watchlists folder
Fig. 4.3 Graph object manager
Fig. 4.3 Graph object manager
Fig. 4.4 Advanced seasonal analytics
Fig. 4.4 Advanced seasonal analytics
Fig. 4.5 User flow of creating the trading robot
Fig. 4.5 User flow of creating the trading robot
Fig. 4.6 Visualisation of the volume profile
Fig. 4.6 Visualisation of the volume profile
Fig. 4.7 Feature user onboarding
Fig. 4.7 Feature user onboarding
Fig. 4.8 Final working desktop configuration example
Fig. 4.8 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.
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.
06
Outcomes
06
Outcomes
06
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.
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 ➠ 400k
MAU of the core product
MAU of the core product
26,7 %
Retention rate
Retention rate
4.3 m
Average session
Average session
0 ➞ 4
Products ongoing
Products ongoing
1 ➞ 5
Product designers
Product designers
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.
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.
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.