Product case
Launching the Investments section on a financial platform
Context
Finuslugi by MOEX is a marketplace for financial products, including deposits, savings accounts, insurance, loans, and investments.
The service brings multiple financial products together in one place, allowing users to manage their money in a single app. Before this project, the platform already offered non-market investment products — simple instruments that do not require deep financial knowledge and are less exposed to market volatility compared to exchange-traded assets.
Challenge
Introduce exchange-traded investment instruments, combine market and non-market products within one section, and make investing approachable even for users who previously used only deposits.
Goal
Lower the entry barrier to investing and increase user engagement by designing a competitive, intuitive section based on research and best practices.
Process
To understand users’ interest in investments and how to present this product effectively, we followed an iterative process — from hypotheses and testing to MVP and the final version.
CUSTDEV
We started with user interviews to understand attitudes toward investing and identify key barriers. We learned that beginners are often intimidated by complex terminology and unsure where to start. Some users were interested in investing but were afraid of losing money due to lack of experience.
Prototyping
and UX testing
Based on insights from interviews, I designed several versions of the section’s main screen with different user flows. I built clickable prototypes and conducted UX testing with both experienced investors and users with no prior investment experience. The goal was to identify which scenarios and visual solutions felt the most clear and comfortable. Based on the results, I refined the layouts and user flows.
MVP
We launched an MVP section called “Market Quotes” — a simplified version focused on exchange-traded investments. It included stock, currency, precious metals, and bond quotes. Users could explore instruments without the ability to purchase.
The MVP confirmed strong interest:
• Over 30% of users navigated to the Investments section from the home screen
• 17.5% opened the Investments section from the “My Assets” overview
Final version
After a successful MVP, the team moved forward with the full version of the section. It combined exchange-traded and non-exchange products, instrument подборки based on risk profile and investment horizon, a “Getting started” entry point explaining the basics of investing and the platform’s capabilities, as well as an educational content block with courses.
CUSTDEV
We interviewed 14 people, including existing clients and users of other investment services. This helped us understand overall interest levels and key concerns.
Main insight: investing feels complex. Users are afraid of “making the wrong choice” and don’t clearly understand potential returns. At the same time, most respondents showed genuine interest in investing.
>30%
OF users navigated to the Investments from the home screen
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