Learning by investing

Nami is a robo‑advisor app built for first‑time investors in the UAE. It's a place where investing feels easy, intuitive, and a little less intimidating. The app guides users through the basics, learning as they go, so they can make confident decisions and take real ownership of their financial future.

Client

Nami

Set, Save, Grow

With a seamless onboarding process, users set up savings goals tied to real life milestones: a home, retirement or an emergency cushion. From there, the app works quietly in the background: automating contributions, tracking growth, and surfacing insights at the right moment.

Users don't need to know about markets to start. They just need a goal.

Nami, app icon, portfolio chart, portfolio cards, user photo and account activity

The need

In 2024 only around 20% of UAE consumers bought any financial investment products beyond pension funds, while 65% said they want to improve their knowledge of savings and investments. Nami needed an efficient, accessible, and transparent Robo‑Advisor app targeting a wide range of new investors. Putting the focus on financial education, personalization, and a fresh look and feel.

Risk assessment screen, Which investment risks are you willing to take?

The solution

We designed a user‑friendly experience with clear, personalized guidance for first‑time users. Blending educational tools and simple financial insights that are easy to understand, making investment easy for everyone.

The process

Research, structure and craft, in that order. Every insight from early interviews fed directly into the decisions that shaped a beginner-friendly product.

User interviews

Personas & Empathy mapping

Tone & voice

MVP Definition

Data analysis

Information architecture

Visual proposal

Design flows

Libraries & documentation

Key decisions

Aligning on visual direction before designing

Early in the project we ran a "This or That" workshop with the client, pairs of visual references where they had to choose one and explain why. It eliminated the subjective feedback loop that kills most fintech projects and gave us a shared visual vocabulary before a single screen was designed.

How much complexity to hide

Too little information and users don't trust the product; too much and they disengage. Progressive disclosure was the answer, and the biggest UX gains came from removing things, not adding them.

Bridging design and financial data

Real financial data brought unexpected constraints, legal requirements, estimation margins, data availability. Bringing engineering into the IA phase early was the decision that saved the most time downstream.

Tone as a design decision

Defining Nami's voice in week one aligned the team early and saved weeks of revision later. Trust converts more than features, and tone is where trust begins.