Saga Values-Based Investing App
Developing an MVP, 0-to-1 investing app for users who want financial growth to align with their personal values
Year:
2023
Timeframe:
3 months
Tools:
Figma
Category:
Mobile, UX/UI
01 • Overview
Context
Saga is a conceptual investing app. Designed for socially conscious investors, Saga explores how financial growth and personal values can coexist in the investing experience. The MVP focuses on helping users discover stocks aligned with their values, with supporting features like news, educational content, and community discussions to help them make more informed decisions.
The Challenge
The core design challenge was to help users translate their personal values into tangible investment decisions. Rather than simply browsing stocks based on financial performance, users needed a clear and intuitive way to discover investments that reflected what mattered to them—and confidently act on those choices by investing a specific amount.
02 • Approach
Research + Insights
I conducted seven interviews and used affinity mapping to identify recurring themes. Mindful Max was the persona I created: a socially and environmentally conscious investor who wants to align their financial decisions with their values. I also analyzed market competitors to identify core features, while considering how these patterns could be adapted for a values-driven audience. From there, I prioritized the MVP around the flows that most directly addressed users’ sense of disconnection, including stock discovery.
Ideation + Iteration
I began by creating a site map and task flow to understand scope and architecture. As I moved into wireframing and prototyping, I continuously evaluated each screen around three questions: What is the primary goal of this page? What actions should the user be able to take? And how can the experience provide the transparency and reassurance users need when making financial decisions?
03 • Validation
Testing + Feedback
7 Participants
25 - 35 years old
Experience and interest in conscious investing
30 min. each
Moderated, remote user testing
2 Tasks
1. Browse for women-owned stocks
2. Buy $5 of BEP stock
After my interviews, I collected all the results together using affinity mapping to group insights and reveal areas of improvement. Through testing and mapping, questions emerged such as: How can the home page communicate the values-based approach more? If I am reading a trending list about top 10 women-owned IPO companies, how were these companies picked, and how does Saga define women-owned or top 10?
Overall, the app generated positive reactions from users. All seven participants completed all three tasks. 7/7 users commented on how they appreciated the transparency and communal emphasis, while 4/7 said they would download the app and use it. The following quotes summarize the positive feedback received.
04 • Reflection
Key Outcomes
All seven participants successfully completed all three tasks, with 7/7 highlighting Saga’s transparency and community-driven approach. Four participants said they would download and use the app. Based on the feedback, I added a Saga Values legend, expanded company-card details, clarified trending-list criteria, added sourcing and disclaimers, and introduced additional explanations for values and market insights—strengthening the trust and clarity of the overall experience.
7/7
COMPLETED
all three tasks
4/7
WOULD
download the app
✨
MVP
wireframes, prototype, and DS
Reflections
This project taught me not to be afraid to challenge established patterns. While Saga is an investing app at its core, understanding the needs of conscious investors opened opportunities to move beyond traditional investing conventions and explore new ways to create a more personal, values-driven experience. At the same time, designing for a financial product reinforced how important clarity and transparency are—especially when users are making decisions with real money. Questions around how Saga defined terms like “women-owned” and “top 10” pushed me to dig deeper, seek out expert perspectives, and learn more about the regulations shaping financial products. Rather than seeing these moments of uncertainty as roadblocks, I came to see them as opportunities to ask better questions, build connections, and design with greater intention.
