High Cognitive Load
The portal confused beginners with jargon and a cluttered layout
ABOUT
One of the largest investment brokers in Brazil
INDUSTRY
Financial Services, Fintech, EdTech
OCCURRED IN
February 2020
KEY TAGS
UX/UI DesignWebMobile
Simplifying investments with design
Transforming a complex, dense investment portal into a guided, goal-oriented experience for all investor levels
The challenge
Overcoming entry barriers for new investors while maintaining depth for experts:
Lack of Direction
Users lacked a clear starting point. The architecture didn't support personalized paths
Disconnected Ecosystem
Educational content failed to connect learning with investment decisions
Goal-Centric Architecture
Shifting the structural model from complex financial products to relatable life objectives
Homepage
The redesigned homepage categorizes content based on user life stages. This reduces the cognitive barrier, offering immediate relevance instead of technical density
- Life-Goal Navigation
- Simplified Filtering
- Clear Entry Points
Structured Learning Paths
Seamless transition from content discovery to focused learning
Empowering the User Journey
The new architecture connects a robust, multi-faceted filtering system with clear, actionable module pages, reducing cognitive load and driving user engagement
- Contextual Filtering
- Upfront Transparency
- Guided Progression
Market Reports & Analysis
Optimizing the reading experience for complex financial insights
Distraction-Free Consumption
The reports ecosystem was redesigned to prioritize legibility and content discovery. The new layout removes visual noise, allowing investors to focus on critical market data and expert analysis without cognitive fatigue
- Categorized Discovery
- Upfront Metadata
- Immersive Readability
Digital Library & E-books
Structuring in-depth financial knowledge for accessible discovery across all devices.
Streamlined Content Discovery
The e-book hub was designed to mimic a premium bookstore experience. By emphasizing cover art and introducing specific filtering criteria, the interface makes finding long-form educational materials intuitive and visually engaging
- Visual Browsing
- Granular Filtering
- Seamless Responsiveness
Final Thoughts
The XP "Aprenda a Investir" portal redesign shifted from a dense catalog to an intuitive, goal-centric journey. We reduced cognitive friction, aligning content with objectives to enhance financial literacy and investment decisions. This project resulted in a scalable design system with over 100 pages, ensuring visual consistency and mobile parity.
50+ Pages Designed
Comprehensive UI coverage ensuring complete desktop and mobile parity.
6 Months of Work
End-to-end execution, from information architecture to high-fidelity handoff.
20 Stakeholders Involved
Collaboration across business units ensures alignment and feasibility