Lefta Wealth is a heritage wealth manager, trusted for a century and built for people who already have money. MOOV is the product I designed to win the people who don't yet: a beginner-friendly Stocks & Shares ISA app for 18 to 30 year olds, researched, branded, tested, and finished with an AI assistant that explains investing in plain English.
Solo, end to end: heuristic evaluations of Moneybox and Revolut, personas and affinity mapping, KANO and MoSCoW prioritisation, a new sub-brand, accessibility-first type choices, user-tested wireframes, 80+ hi-fi screens, and an in-app AI assistant. Skim the screens, they tell the story.
Lefta Wealth has a hundred years of trust and a very offline customer base. The gap: first-time investors aged 18 to 30 who find investing intimidating, and a secondary audience of cautious 40 to 60 year olds returning to the market.
The task was a beginner-friendly Stocks & Shares ISA experience that feels nothing like a bank form, without losing the credibility a heritage brand has earned.
Expert heuristic evaluations against Nielsen's principles: Moneybox builds confidence through step-based guidance but risks cognitive overload; Revolut is fast and minimal but hides its ISA and offers thin contextual help.
Three personas synthesised from competitor review, audience research and accessibility analysis, then an affinity diagram to cluster interview and survey notes into themes: understanding, trust, and risk.
Features scored for delight versus necessity, then locked into a brief: quick-start investing, plain-English guidance, gamified learning, and accessibility as a baseline, not an option.
"Start Moving Forward." A short, energetic wordmark for motion, progress, and low-friction money habits, young enough for the 18 to 30 audience, carried by the credibility of "by Lefta Wealth" underneath.
The dual lines in the symbol stand for guidance and momentum, the two things a first-time investor needs most.
Mid-fidelity wireframes validated the information architecture and flows with a short user test, structure first, polish second.
Type is Lexend variable, engineered for reading proficiency and reduced visual clutter. Components use rounded cards, generous tap targets and consistent iconography for a friendly, low-threat feel.
Onboarding asks how much detail you want, connects your bank securely, and celebrates the first step, so the scariest part of investing feels like a warm-up.
A £50-a-month Quick Start plan with plain-English guidance, or build your own: goal-based choices make investing tangible, comfort zones make risk honest.
Goals, progress and knowledge points on the dashboard; gamified lessons and quizzes that reward learning; a community of 14,000+ building better financial habits together; accessibility settings as a first-class citizen.
The part I care about most: a built-in AI assistant that answers plain-English questions about ISAs, fees and risk, instant explanations without leaving the app, and without feeling silly for asking.
It's the same conviction that runs through my professional work: AI belongs inside the product, as a patient teacher, not a gimmick.
A century of trust means nothing to a 22-year-old with £50 and a question. MOOV exists to answer the question first, then earn the £50.