Concept
Dashboard
Mobile App
NOYACK
Client
NOYACK
Year
2026
Scope of Work
UI
Location
New York
NOYACK is a fintech platform that helps users invest in diversified alternative portfolios. The experience is education-led: users first learn about wealth-building strategies before exploring curated portfolio opportunities and moving into the investment platform.
Millennials lack financial literacy
NOYACK wanted to introduce alternative investing to HENRYs (High Earners, Not Rich Yet)—young professionals with strong income but limited experience with alternative assets. The challenge was designing an experience that could educate users while gradually guiding them from learning about wealth-building to becoming active investors.
Key observations:
- High disposable income sitting in cash or low-yield savings
- Strong interest in building long-term wealth
- Overwhelm around investment options
- A gap between consuming financial content and taking action
Defining the Information Arquitecture
I structured the user experience around two clear user intentions: Learn and Invest. Instead of pushing users directly into a financial product, the website first met users at the point of curiosity. “Learn” helped users understand wealth-building concepts and alternative investing in simpler terms, while “Invest” created a more direct path for users who were ready to explore opportunities.
Explore the design board
Benchmarking Investing Platforms
I analyzed how existing platforms structure their experience, grouping them into two distinct approaches: generalized investing platforms and specialized investment platforms. Products like SoFi and Stash focused on accessibility, bundling investing into a larger financial ecosystem. On the other end, platforms like Range and Carry were more focused and intentional, but assumed users already understood what they were doing.
Explore the design board
From Education to Action
I translated the Learn and Invest structure into pages within the website that guided users from education into action. Learn introduced financial concepts and tools, while the invest pages shifted toward conversion, prompting users to create an account. This transition moved users into the dashboard, where they could begin engaging with alternative investments through a third-party integration.
View prototype
Incorporating Agentic AI
Our stakeholders anted to lead with an agentic AI assistant designed to guide users through financial concepts. While useful, this created a positioning issue, since I found users began to perceive NOYACK as an AI company rather than an investing platform. I pushed back on this decision since AI worked better as a service within the experience, not the main entry point.
Usability Testing (End-to-End)
I tested the full experience from the website through sign-up and into the dashboard. While users were able to navigate the flow, the testing revealed friction across onboarding, clarity, and positioning. Many users interpreted NOYACK as an AI product rather than an investing platform, which created confusion early on.
Pain Points:
- Users wanted more proof of ROI before committing
- Minimum Investment amount of 20k too high for users to commit
- The homepage needed a clearer value proposition and stronger content hierarchy
- Many users perceived NOYACK as an AI product rather than an investing platform
- Password requirements and form instructions caused friction during onboarding
Key Decisions
- Removed AI as the primary hook to reduce positioning confusion
- Clarified the value proposition and simplified homepage hierarchy
- Introduced a subscription model to lower the barrier to entry
- Shifted from upfront investment → gradual onboarding into investing
- Made pricing and offering more transparent
Implementing Changes
Based on testing, I repositioned the product, AI was removed from the core entry point and reframed as a supporting feature. I also introduced a subscription model, lowering the barrier to entry and creating a clearer path from learning to investing.
Dashboard Experience
The dashboard was designed to shift users from passive learning into active financial decision-making. Once inside, users could connect their accounts via Plaid and create wealth profile, track key metrics like income, and expenses, and explore learning opportunities in the academy section.
A Clear Path: Understand → Learn → Act
The experience was broken up into three parts so each screen has a job. Home is about quickly understanding where you stand—no digging, no guesswork. Learn shifts things into a more structured flow, so you’re not just given tools, but a way to actually build confidence.Invest is where that confidence turns into action, with a smaller set of opportunities that are easier to evaluate instead of overwhelming.The goal wasn’t to add more features, but to make each step feel obvious.
Fundraising
We designed and tested a set of landing pages aimed at converting interest into investor commitment. By simplifying the narrative, clarifying the value proposition, and focusing the experience around a single call to action, the pages drove meaningful traction. Within two weeks, the campaign generated over $250K in funding, validating both the positioning and the overall direction of the product.
