Eddie
A fintech app that teaches people how the market works
How do you make getting into the market feel approachable instead of intimidating?
New markets get plenty of hype and almost no real education on how to actually get into them. That gap felt like a design problem, not just a financial one, so I designed Eddie, a concept for a fintech app built around teaching people how markets actually work.
A survey of people already investing confirmed the gap was real. They wanted to diversify into newer markets but hesitated: not enough trustworthy information, or too much of the wrong kind. Awareness spreads through social forums with no real depth, or through content written in jargon for people who already know it. Either way, new investors stay on the outside.
Investors want in on the market. The onboarding doesn’t exist.
Eddie is a fintech app built around teaching people how a market actually works. Segmented education replaces a single generic onboarding flow, scaling to whatever market someone is curious about next.
I designed the brand to match: texture, color, and an actual face, not the cold, institutional look most fintech products default to. The logo is built from vector lines drawn out of the letters in "Eddie," arranged to read as a face.
Beyond users, a new lane for fintech
Research
The survey pointed past the original problem too. People wanted a segmented, jargon-free approach for whatever market comes next, not just the one they already had. That widened Eddie from a single product idea into three opportunities: how people learn, what markets they're willing to explore, and how the industry positions itself to reach them.
A few numbers shaped the design directly: portfolios split almost evenly between low-risk and balanced, active investors checked in two to four times a week or whenever news hit their holdings, and most people weren't actually looking to expand into new markets on their own. The ones who found a new market confusing usually already knew some of the terminology, they just didn't fully grasp it. That's a different design problem than teaching someone from zero.
Testing flow before deciding how it looked
I moved from rough sketches to low-fidelity wireframes before touching visual design, testing flow before deciding what anything looked like. Measure twice, cut once.
This was speculative work with self-imposed constraints. Today I'd pressure-test the "vote on what gets added" feature harder. It reads well as a community feature, but it's also the most exposed to bad-actor manipulation of a thinly traded market, and I'd want a research pass on that risk before shipping it, not after.
