Flink
Managing finances with tools for tracking expenses and budgeting.
Role
Product designer - UX UI
Industry
Fintech
Platform
Mobile
Impact
Improved investing experience
Reframing the Problem
Designing confidence for first-time investors entering the stock market
Flink was built to democratize investing by allowing people in Mexico to invest in U.S. stocks directly from their phones.
The platform successfully removed traditional barriers such as minimum deposits, complex financial processes, and institutional gatekeeping.
* People weren't comparing trading platforms. They were trying to understand whether investing was something they could actually do.
01
Users didn't know where to start
Many first-time investors arrived motivated but lacked a clear path forward.
The number of available options often created hesitation rather than action.
02
Financial terminology
Concepts that felt familiar to experienced investors created anxiety for new users.
Language became a barrier to confidence.
03
Fear outweighed curiosity
Questions about risk, loss, and making mistakes repeatedly appeared throughout the investment journey.
The turning point
We weren't designing for investors. We were designing for future investors.
Fear of making mistakes created more friction than the product itself.
72% of participants hesitated before making their first investment
Financial terminology increased uncertainty during onboarding.
Users wanted guidance, not investment recommendations.
The touchppoint "The challenge wasn't helping users invest. It was helping them feel ready to invest."
Understanding the users
Became the foundation for every design decision that followed.
Sofía
First-Time Investor
Interested in investing but unsure where to begin. Wants to understand the basics, avoid mistakes, and feel confident before making her first investment
Carlos
Casual Investor
Invests occasionally and prefers simple, straightforward experiences. Needs quick access to relevant information without being overwhelmed by financial complexity.
Andrea
Growth-Oriented Investor
Actively building her portfolio and looking for opportunities to grow her wealth. Wants deeper insights, portfolio visibility, and tools that support informed decisions.
→ How might we help first-time investors feel confident taking their first step?
→ How might we make financial concepts easier to understand?
→ How might we reduce the fear associated with investing?
→ How might we transform investing from something intimidating into something approachable?
Asking for action
Users frequently encountered investment opportunities before feeling prepared to evaluate them.
Educate
Users could learn while investing rather than leaving the experience to search elsewhere.
Hiding complexity
Financial concepts were translated into accessible language while preserving transparency.
Decision support, not automation
I focused the product on helping users understand options rather than making decisions on their behalf.
