Exinity Nemo Product Deisgn
Exinity Nemo—short for Never Miss Out—is a mobile-first fintech platform designed for emerging investors interested in stocks, ETFs, crypto, and leveraged “Boost” assets. Initially launched as a Progressive Web App (PWA), Nemo has since evolved into a native iOS and Android experience, primarily focused on the UAE and select MENA markets.
By simplifying complex financial instruments through approachable UX and transparent flows, Nemo lowers the barrier to entry for new retail traders—offering a dynamic, locally relevant alternative to more technical global platforms.
My Role & Responsibilities
As Lead UX Designer, I work across product, engineering, research, and brand to shape the end-to-end experience of the Nemo platform. Key responsibilities include:
- Workshop Facilitation – Running collaborative sessions to surface user pain points, align teams, and co-create practical solutions
- User Journey Design – Mapping and refining end-to-end flows that balance user needs, conversion goals, and technical feasibility
- Insight Synthesis – Turning data from Amplitude, user interviews, and stakeholder discussions into actionable design direction
- Research Support – Collaborating with in-house researchers to shape study plans, co-analyse findings, and advocate for evidence-led decisions
- AI Experience Design – Leading research and prototyping for assistant features, portfolio insights, and contextual chat interactions
- Accessibility & Localisation – Embedding accessibility, cultural nuance, and security best practices into all aspects of the product experience
Featured Mini Case Studies
The examples below highlight my work across key areas of the Nemo platform—from onboarding and payments to market data, portfolio insights, and AI-driven features. Each case study includes a short introduction followed by a breakdown of Why, How, and Outcome—offering a glimpse into the thinking, execution, and impact behind core product innovations.
Portfolio Redesign
Why
Early user feedback revealed a consistent point of confusion: users weren’t sure where their money had actually gone. As Nemo expanded to support not only traditional stocks and ETFs, but also crypto and leveraged “Boost” assets, the lack of clear allocation visuals began to erode trust. A clear, intuitive view of portfolio distribution became critical—not just for usability, but for confidence.
We used Miro to rapidly map out ideas, collaborate across teams, and quickly gather feedback to shape early concepts.
How
I worked closely with internal stakeholders to identify gaps in the existing portfolio view, informed by user feedback and product team insights. We tested multiple prototypes to explore ways of presenting account data more clearly. The final direction introduced distinct tabs for each section of the user’s account—making it easier to navigate between core account balances and portfolio holdings. Key metrics and asset details were surfaced consistently across views, reducing ambiguity and improving legibility across asset types.
I created wireframes in Figma to map out core user journeys, using annotations to explain design decisions and expected interactions.
Outcome
The updated design led to a noticeable shift in how both users and internal teams experienced the product. We saw a clear drop in negative feedback around portfolio clarity—something users had previously flagged as a pain point. Internally, the response was equally encouraging: stakeholders highlighted the improved structure and data legibility, which gave them more confidence in the direction we were heading.
The updates brought visual consistency across all portfolio pages, creating a more cohesive and polished experience.
Nemo AI Portfolio Insights
Why
As portfolios grow more complex and markets continue to change, we saw a clear opportunity to leverage AI in a way that simplifies trading and investing information without oversimplifying meaning. The aim was to offer users a concise, plain-language snapshot of what’s happening in their portfolios—tying together performance shifts, market context, and potential next steps in a format that felt both timely and approachable.
We used Miro as a collaborative workspace to test outputs, map technical flows, collect early feedback, and gather visual and content inspiration—while I also led prompt development in the OpenAI Playground and worked closely with developers to connect the system end to end.
How
Building on the foundations of Nemo’s in-app chatbot, I helped design and prototype a new feature: AI-generated portfolio summaries. We started with written, report-style outputs that merged live portfolio data, market events, and contextual prompts. Each summary was crafted to balance clarity with insight—prioritising tone, accuracy, and brevity. To ensure reliability, we introduced a lightweight validation workflow and laid the groundwork for future phases.
I was responsible for defining the early wireframes, considering key UI elements, and shaping the core user journey.
Outcome
Now live in production, the feature is being actively monitored to understand how it’s landing with users. We’re keeping a close eye on engagement patterns—particularly how often different user groups interact with it across various asset mixes. Early signals are helping us assess perceived clarity and usefulness, especially around how well it supports users in staying informed. Beyond the immediate feedback, the feature also lays important groundwork for future iterations.
I collaborated with our UI designers to shape the visual aesthetic of the core elements and key screens for the portfolio insights.
Nemo AI Chatbot Optimisation
Why
As users increasingly turned to Nemo for fast, reliable insights, it became clear our AI assistant needed to do more than just answer basic questions. We saw an opportunity to modernise the underlying tech while also transforming the chatbot into a genuinely helpful tool—one that could support smarter, more meaningful interactions across the app.
I used Miro to collaborate with the team on defining the technical flow of the chatbot assistant, gathering feedback and mapping how the system could come together. With a clear understanding of the technical requirements, I focused on designing the core prompts that powered the assistant’s responses.
How
I led the design of a new AI architecture, including the core prompt structure and a chain-of-assistants approach to improve response accuracy and consistency. On the frontend, I helped evolve the user experience by introducing a flexible, reusable AI component that could support a wide range of use cases across the app.
Outcome
The optimisation led to a strong uptick in usage and positive feedback around quality and responsiveness. More than just a feature upgrade, it established a scalable foundation for future AI work—bringing the technology in line with best practice and making Nemo’s assistant a more capable part of the user experience.
Outcome & Reflections
Nemo’s evolution reflects a user-first, iterative approach—one that balances complex fintech functionality with clear, confident experiences. Each design decision, from onboarding to AI insights, contributed to both measurable results and long-term product foundations.
Performance Highlights
Significant gains across key conversion points demonstrate the impact of UX that’s grounded in user behaviour and product goals:
- 9.48× increase in onboarding funnel conversion (1.53% → 14.5%)
- 2.66× increase from lite to full registration (17.5% → 46.5%)
- 16.45× increase from full registration to first deposit (0.302% → 4.97%)
Shaping Future Innovation
The launch of AI-powered features—like Portfolio Insights and Descriptive Alerts—signals a shift toward more intelligent, context-aware user experiences. These foundations open the door for:
- Personalised guidance tied to user behaviour and market activity
- Scalable voice-based interactions through TTS
- Ongoing education delivered in real time, in plain language
Personal Growth & Collaboration
This work pushed me deeper into the fintech space—balancing regulation, localisation, and user trust at scale. Along the way, I:
- Led cross-functional delivery of high-impact features
- Shaped early research and design for AI use cases
- Helped align business strategy with user needs through design
Working closely with Exinity’s product, research, and engineering teams brought a strong sense of shared ownership. It’s a place where design thinking genuinely influences the roadmap—and where outcomes are tied not just to shipping features, but improving lives.
Looking Ahead
Nemo continues to evolve—expanding its capabilities through focused iteration, user insights, and emerging technologies. From refining core journeys like deposits and onboarding, to introducing voice-enabled AI reports, each release strengthens the platform’s position in a competitive fintech landscape.
With a design approach rooted in clarity, accessibility, and real-time intelligence, Nemo is steadily becoming a trusted companion for both new and experienced investors—especially in fast-growing, under-served markets.
If you’re curious to learn more or want to discuss how UX, AI, and product strategy come together in this space, I’d be happy to share more. Just reach out.
