Sumday Investments

Sumday is a subsidiary of BNY Mellon which provides an investment platform to host the investment plans of its clients. The clients are college savings plans and ABLE savings plans. 

  • I was the lead designer 

  • Met with Head of Design for feedback

  • Met with PM, business analyst, and engineering for feedback and feasability 

My Role & the Team

Overview

  • People who invest their money in the plans hosted on Sumday need to be able to easily see their overall financial performance, as well as open new investment portfolios from their phone. 

Problem Statement

  • Optimize for mobile useage

  • Provide a clear high-level overview of overall performance

  • Enable user to easily open new investment portfolios

  • Scale to display high number of investments portfolios

Product Goals

  • Parents investing for their child’s education 

  • Adults investing for their own education

  • Adults with disabilities investing for their future

  • Parents of children with disabilities investing for their child’s future 

Users

  • An increase in % of new investments 

  • An increase in % of transfers done on mobile

  • Decrease in support calls to call center 

Success Metrics

Before

  • Was not mobile-first despite a 60/40% split among useage 

  • Heirarchy was off; performance graph pushed to the bottom by investments 

  • No way to invest in a new fund under “Investments”; user must go to Transfers

  • Portfolio tiles don’t scale well when user ads more than three

    “Add money” links on each portfolio were redundant; they took user generic Transfers section

Process

  • How does the current design scale for mobile?

  • What existing patterns and components could be leveraged?

  • What required new patterns? 

Site Analysis

Comparative & Competitive Analysis

  • Looked at investment apps to see how they treated similar experiences from a UX & visual standpoint

  • Betterment

  • Wealthsimple

  • Stash  

  • Designs went through multiple iterations from sketches to a click-through prototype. I was

  • I was the sole designer but synced with design head, PM, business analyst, and engineers routinely 

Design & Iterate

Final Iteration

  • Cleaned up information hierarchy; performance on top, invesmtnets on bottom

  • Redesigned investment tiles for scalability

  • Cleaned up language and added in new investments flow which stays with Investments tab

Looking Back

What would I do differently?

  • I would have liked to been able to user test the previous design and this design

  • Spent time iterating on the account sub-head which takes up a lot of real estate