ux/UI Design
Designing the Gold Avenue app from scratch in 3 weeks
COMPANY
GOLD AVENUE
ROLE
Lead Product Designer
Gold Avenue was launching a new mobile app to allow users to buy, sell and manage precious metals investments. The challenge was to define the entire product experience from zero under strong time constraints.
I was responsible for defining the product structure, user journeys, wireframes, UI design and supporting the development until release.
Workshop & Research
Facilitated workshops with business teams to define the core product structure and priorities for the mobile app.
Sent a survey to existing customers to understand which features were most used and which ones were essential for the MVP, ensuring the app focused on real user needs.
Design & Prototyping
Designed a new mobile UI aligned with Gold Avenue’s brand colors, while bringing a more dynamic and modern visual approach.
Defined user flows in close collaboration with the Product Manager, validated wireframes internally, and created a high-fidelity prototype to support journey validation and developer handoff.
Collaboration with IT
From the first day, collaborated closely with the IT team to understand technical constraints and feasibility, ensuring no surprises under tight deadlines.
The combination of functional specifications from the Product Manager and detailed UX/UI prototypes allowed developers to implement the app efficiently and accurately.
Testing & Iterations
Due to the tight timeline, we opted for a soft launch instead of traditional user testing.
Selected users were invited to use the app for one month and share feedback through a questionnaire, allowing us to make targeted adjustments before the global release.
How to design a complete investment app experience from scratch in only 3 weeks, ensuring clarity, trust and usability for a complex financial product?
We began by sending a survey to our client base to assess their interest in the mobile app and determine the top three features to include in our MVP. Using the feedback from this survey, we created the screen designs within three weeks, developing an interactive prototype. Over the next three months, we worked closely with developers to make necessary technical adjustments and finalize the product. Before the official release, we conducted a soft launch with a segment of our client base to test the app and identify any improvements needed for the user experience. We then gathered feedback from these testers through another survey. The official launch and communication of the app were scheduled for July 2024.
Conducted a customer survey to validate interest in a mobile app and identify the most essential features for the MVP.
Insights helped prioritize core functionalities such as portfolio overview, buy/sell actions and metal price tracking.
Designed end-to-end user flows to structure the core investment journeys, including onboarding, buying, selling and portfolio management.
The flows helped align product, business and development teams on a clear and scalable logic before UI execution.
Built a high-fidelity interactive prototype to validate key journeys internally and support development handoff.
The prototype acted as a shared reference for stakeholders and developers, reducing ambiguity under tight deadlines.
Built a structured design system to ensure visual consistency and scalability across the mobile experience.
Defined reusable components, interaction patterns and UI standards to streamline development and support future feature expansion.
The launch of the Gold Avenue mobile app marked a significant shift toward mobile-first investment behavior.
Within 18 months, the app evolved from a secondary access point into a core transaction channel, becoming central to users’ investment activity.
The mobile experience emerged as a key driver of engagement and transactional momentum, reinforcing the strategic importance of the product within the ecosystem.
From early stages, the app achieved strong user satisfaction, validating the clarity and usability of the experience in a complex investment environment.
User feedback consistently emphasized the simplicity of key actions such as buying, selling, and portfolio monitoring.
The MVP launch was only the starting point.
Following release, the product evolved continuously based on user feedback, behavioral data and business priorities. New features were progressively introduced in response to real usage patterns and user requests.
I regularly conduct user interviews and surveys to collect qualitative insights, while leveraging behavioral analytics (with Mixpanel) and session recordings to identify UX and business opportunities.
This ongoing discovery process allows the mobile app to evolve strategically rather than reactively.
