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#Designing an investment solution for young Mexicans without financial knowledge

In Mexico we are far from having a mature financial and investment culture. There are few —conventional— options to invest but they usually require a lot of time and big amounts of money. In most cases the benefits are too low.

Mexico has 53 million Internet users with an average age of 26 years but only 9.5 million have banking accounts, from which 2 million are investment accounts. Acces to investment options is fundamental for mexicans development but the numbers are against them.

3 out of 100 Mexicans invest in the Mexican Stock Exchange

Investify was born as a Startup inside GBM (Grupo Bursátil Mexicano), a financial institution with more than 35 years of experience. I joined the project at an early stage in which there was a user hypothesis, a competitive analysis, a business strategy and an operations strategy based on the creation of the first robo-advisor in Mexico. From that moment on I was in charge of designing the product. User research interviews, mapping and designing the user flow, information architecture, creating content, wireframes and interface design. My job was to be sure that every decision took into account the users and the business objectives.


The key to the ideation phase comes from interviewing users that had previously been identified by the members of the team during research sessions. In those sessions, the first 3 hypothesis of proto-personas were outlined.

Proto-persona 1
Man, 35 years, Monterrey
Senior consulting analyst

Proto-persona 2
Woman, 29 years, Mexico City
Industrial designer, IBERO
Freelance and entrepreneur

Proto-persona 3
Hombre, 28 años, Mexico City
Lawyer, UP
Corporate patent lawyer

I recruited candidates for in-person interviews. Each session was documented. The objective was to know and understand their habits, knowledge, perceptions, opinions and aches about finances, their information sources and their decision process.


Once the investigation process ended, I began to write out notes, to synthesize information and to identify patterns. Detecting certain behaviors helped me to refine the proto-persona and to create design principles that would guide every decision from that moment on.

Design Principles
  • Keep processes as simple as possible
  • Information should always remain visible
  • Talk the way they talk
  • Present 3 levels of information: basic, intermediate and expert

[Key phrases. Click to enlarge]

These design principles were the foundation to build the site’s architecture, user flow, wireframes, content and interface.

[User flow. Click to enlarge]

According to SCRUM methodology, we created sprints that lasted 2 weeks. The creation cycle had several iterations before it was integrated to de development cycle. Implementation was gradual,  based on investigation and trials. It was made after the team’s consensus.


For the launching, I created a concept inspired in science fiction and space: Back to the Future, 2001: Space Odyssey, Her, Ghost in the Shell. Your I from the future sent you a message that travelled through time to the present: year 2017.

Hello, I’m you from the future.
If my calculus are correct, you’ll receive this dollar the same day you’ll start investing automatically. It will be the beginning of your wealth and future welfare. This dollar is the beginning. Invest.

[Launch kit. Click to enlarge]

The concept answered to user’s necessities, detected in the research process, an to the design principles. Mexican youth is worried about their finances, they are sensitive around money topics, don’t have enough knowledge and lack of trust towards   difficult and confusing processes from financial institutions. We believe Investify is designed to attack those problems. Today you can create your investment account from scratch, without having any financial knowledge.

[Homepage. Click to enlarge]

[Dashboard. Click to enlarge]

[Portafolio and asset allocation. Click to enlarge]

[Detail. Click to enlarge]

[Detail. Click to enlarge]

[Detail. Click to enlarge]

[Detail. Click to enlarge]

Roles in the project
  • UX Design
  • UX Content
  • UI Design
  • Illustration
  • Graphic Design

Mexico City, MX

GBM Grupo Bursátil Mexicano

Period before launch
August 2016 – October 2017

* Sources:
CONDUSEF. Estudio sobre Servicios Financieros 2015 Población mayor a 15 años en poblaciones urbanas
CNBV. Información sobre fondos de inversión