InvestmentMarket.ae

InvestmentMarket.ae lets customers trade US shares, UAE shares and crypto, all in one app, through three specialist providers behind the scenes. The app is the customer-facing front; the real complexity sits in the back end, connecting cleanly through payment rails and APIs into each of those providers so that money and data move accurately between the customer and the end venue. The job was to make all of that complexity invisible and the experience effortless.

I led the product and experience, drawing directly on my work building the Hejaz Halal Money app in Australia and the Blink app in Jordan. I redesigned the flows and screens to be genuinely customer friendly and to make sure information moved accurately and seamlessly at every step, from the guest journey a prospective customer explores, through biometric login, to the core trading experience. I added lifecycle nudges that respond to what each customer is doing, or not doing, in the app, prompting them at the right moment whether they are active or have gone quiet. And because the platform is only a front for three separate providers, a big part of the work was hands-on with those providers, aligning APIs and payment rails so that money flows from the customer through to the end entity in the easiest, fastest and cheapest way possible.