Digital Gold
A GTM-first, zero-to-one UX execution that drove 50,000+ unique transactions in 3 months, paired with continuous improvement loops to optimize conversion and retention post-launch.
About the Project
Business Impact
This project delivered the following value:
Helped scale a new product vertical to an 8-figure AUM, making it one of the best-performing Moneyview offerings after lending
A redesigned conversion flow increased the average invested value per investor by 22%.
Streamlined onboarding and purchase journeys improved the purchase completion rate by 7.4%.
Repeat purchases grew by 36% after introducing value-driven UX patterns and improving post-purchase flows.
The Ask
With Moneyview becoming a soonicorn, our team set sights on entering new product verticals. One of the first was digital gold.
The goal was to launch a first-time investment experience that could attract an organic user base (independent of lending) and keep them engaged across the Moneyview ecosystem.
Challenges
Unlike credit products, digital gold required a fresh mental model—users who typically came to Moneyview to borrow money now had to be nudged toward investing for the first time. The challenge was to build trust and make that “ask” feel safe.
The journey had to be designed to ensure that the product could recover its GTM cost, all while mitigating the risk of entering into a new vertical with no guaranteed traction.
There was early pressure to replicate existing digital gold platforms from competitors to save time. Advocating for user-first design decisions that were grounded in Moneyview’s context was necessary, not just market parity and rolling out “another digital gold product”.
Research Phase
Conducted a market landscape review of digital gold platforms and investment behaviours to uncover key mental models, usage patterns, and gaps in the market.
Evaluated product flows, onboarding journeys, trust-building and value-adding techniques across digital gold competitors to identify best practices and usability gaps.
Launched targeted surveys to capture intent, familiarity, and expected behaviours, helping zero in on our ICP.
Conducted interviews with users to understand their perceptions around digital gold - issues, risks, motivations, and hesitations.
Synthesised findings to prioritise core features for launch—striking a balance between must-haves for credibility and low-effort, high-impact add-ons for early traction.
Design Phase
Created quick wireframes to explore multiple onboarding and transaction flows, focusing on reducing decision fatigue and simplifying intent capture.
Designed modular high-fidelity components in Kanban-style sprints—each iteration focused on one user journey (onboarding, purchase, or repeat buy) to speed up internal validation.
Facilitated alignment workshops with PMs, engineers, and marketing to validate trade-offs, gather input, and ensure feasibility before locking in flows.
Evaluative Phase
Shared early designs with internal users and pilot audiences to test for clarity, perceived trust, and ease of use—helping eliminate assumptions early.
Paired real-time feedback sessions with rapid design iterations—making regular (almost daily) design refinements based on feedback.
Learnings
Trade-offs are inevitable: We chose a simpler, modular system at launch, knowing it would allow us to scale features without debt.
Distribute insights to drive convergence: Sharing user feedback in digestible formats across verticals reduced design misalignment and cut revision cycles by 80%.
