Optimus: Crafting experiences to simplify investment for Africans

Optimus by Afrinvest is a next generation fintech solution that empowers users to effortlessly save, invest, and spend their money. Users can invest in the best portfolio types from around the world through a friendly platform that replaces the traditional approach to asset management.

Afrinvest's decades of experience managing the assets and portfolios of high net worth individuals underpins the design of Optimus, combining cutting edge digital technology with human expertise to deliver superior investment outcomes. Since launch, Optimus has processed over $2 million in transaction volume and holds over $600,000 in assets under management.

My role

As the second design hire for Optimus, I led visual and UX design for specific product areas, collaborating closely with the design lead, a team of over five software engineers, and two product managers to bring the product to life on mobile and web. My focus was a delightful experience that seamlessly integrated Afrinvest's asset management expertise with cutting edge digital technology, making it easy for users to save, invest, and spend.

Working closely with the design lead, I conducted user research and analyzed feedback to identify pain points in the existing product. From that research I created wireframes, prototypes, and high fidelity designs for both mobile and web, iterating with the team and running user testing to validate decisions and keep the experience intuitive.

Seamless onboarding

One of the key design challenges was creating a seamless onboarding experience that helps users move through the flows while getting a basic understanding of Optimus. I mapped the user journey and identified touch points where users might need extra guidance, then created wireframes, UI mockups, and prototypes to test solutions against user and team feedback.

The final design uses clear, concise copy that explains each feature in plain language, plus intuitive visual cues and animations that make the app easy to navigate. An engaging, informative onboarding process drove adoption and built trust in the product.

Save and invest on the go

Optimus was designed to give users the tools to track their payments, save toward personal goals, make investment decisions, and plan their financial future. I worked on the visual and interaction design of savings products like OptiFlex and OptiLock, mutual funds, and US stocks across the app.

Refer friends and earn

I designed a flow to help users make extra income when they refer friends and family to Optimus using their referral link. To make the feature successful, I worked to understand user needs, researched best practices, and created wireframes and visual mockups.

To keep things clear, I designed a screen detailing the offering's terms and conditions, informing users about the feature and its benefits. This resulted in a significant increase in signups of over 200% since launch, showing its effectiveness in furthering the mission of Optimus.

Web app visuals

I designed the web app with the same focus on a delightful experience, and worked on the mobile responsiveness of every screen. With 92.1% of internet users accessing the web from mobile devices, responsiveness was a crucial part of the process.

Goal of the project

Our primary goal was a user friendly platform that would build trust and encourage users to save, invest, and spend with Optimus, guiding them through the product while making it easy to track payments, save for goals, and plan ahead.

We aimed to leverage Afrinvest's asset management expertise to offer the best investment portfolio types from around the world on one simple, secure platform, with a target of 2 billion Naira ($3 million) in assets under management within the year. A user centric approach, combined with technology and expert financial management, put the product well on the path toward that goal.

Impact

• Referral signups increased by over 200% after the feature launched.
• Adoption rate rose over 20% since the launch of the referral feature.
• Optimus processed over $2 million in transaction volume with 25,000+ active users.
• The platform recorded over $600,000 in assets under management, close to the team's goal.