Exinity Nemo Product Design
Nemo is a mobile-first fintech platform that makes investing simple for new investors across stocks, ETFs, cryptocurrency, and leveraged “Boost” assets. The platform’s name reflects its core value proposition: ensuring users Never Miss Out on investment opportunities.
Originally built as a Progressive Web App (PWA) for rapid testing and validation, Nemo has evolved into native iOS and Android applications. Initially launched in the UAE, the platform has expanded to serve Nigeria and India, with additional markets in testing for future growth.
Nemo’s design approach focuses on reducing complexity and removing barriers that prevent new investors from entering financial markets. The platform provides a clear alternative to existing global trading platforms that often overwhelm newcomers with complicated interfaces.
My Role & Responsibilities
As Lead UX Designer, I collaborate across product, engineering, research, and brand teams to shape the complete Nemo platform experience. My key responsibilities include:
- Workshop Facilitation – Leading collaborative sessions to identify user pain points, align cross-functional teams, and develop practical solutions
- User Journey Design – Creating and refining end-to-end flows that balance user needs with conversion objectives and technical constraints
- Insight Synthesis – Transforming data from Amplitude analytics, user interviews, and stakeholder feedback into clear design direction
- Research Collaboration – Working with researchers to develop study plans, analyse findings, and champion evidence-based design decisions
- AI Experience Design – Spearheading research and prototyping for AI-powered features including portfolio insights and contextual chat experiences
- Accessibility & Localisation – Integrating accessibility standards, cultural considerations, and security requirements throughout the product experience
Featured Mini Case Studies
The following examples showcase my work across critical areas of the Nemo platform, from onboarding and payments to market data, portfolio insights, and AI-powered features. Each case study provides context followed by Why, How, and Outcome, demonstrating the strategic thinking, design process, and measurable impact behind key product improvements.
Portfolio Redesign
Why
Early user feedback revealed a consistent problem: users couldn’t clearly see where their money was allocated. As Nemo expanded beyond traditional stocks and ETFs to include crypto and leveraged “Boost” assets, the absence of clear portfolio visuals began undermining user confidence. Creating an intuitive view of portfolio distribution became essential for both usability and trust.
We used Miro to rapidly map out ideas, collaborate across teams, and quickly gather feedback to shape early concepts.
How
I collaborated with internal stakeholders to identify gaps in the existing portfolio view, drawing on user feedback and product team insights. Through prototype testing, we explored different approaches to presenting account data more clearly. The final solution introduced dedicated tabs for each account section, allowing users to easily navigate between core balances and portfolio holdings. Key metrics and asset details were standardised across all views, eliminating confusion and improving clarity regardless of asset type.
I created wireframes in Figma to map out core user journeys, using annotations to explain design decisions and expected interactions.
Outcome
The updated design resulted in measurable improvements in both user experience and internal confidence. User feedback showed a significant reduction in complaints about portfolio clarity, addressing what had been a persistent pain point. Internal stakeholders noted the enhanced structure and data presentation, expressing greater confidence in the product direction.
The updates brought visual consistency across all portfolio pages, creating a more cohesive and polished experience.
Nemo AI Portfolio Insights
Why
As portfolios became more complex and markets continued evolving, we identified an opportunity to use AI to simplify trading and investment information without losing essential meaning. The goal was to provide users with concise, plain-language summaries of their portfolio activity, connecting performance changes, market context, and actionable next steps in a format that felt both relevant and accessible.
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 Nemo’s existing in-app chatbot, I designed and prototyped AI-generated portfolio summaries. We began with written, report-style outputs that combined live portfolio data, market events, and contextual information. Each summary balanced clarity with insight, prioritising accurate, concise communication. To ensure reliability, we implemented a validation workflow and established the foundation for future development 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 monitored to understand user adoption and engagement. We’re tracking interaction patterns across different user segments and asset portfolios to gauge effectiveness. Early data is helping us evaluate perceived clarity and utility, particularly how well the summaries help users stay informed about their investments. The feature also establishes the foundation for future AI-powered portfolio tools.
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 relied on Nemo for quick, reliable insights, our AI assistant needed to evolve beyond answering basic questions. We identified an opportunity to upgrade the underlying technology while transforming the chatbot into a genuinely useful tool that could enable more intelligent, contextual interactions throughout 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 designed 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 evolved the user experience by creating a flexible, reusable AI component that could support multiple use cases throughout the app.
Outcome
The optimisation resulted in increased usage and improved feedback regarding quality and responsiveness. Beyond the immediate improvements, it established a scalable foundation for future AI development, aligning the technology with industry standards and making Nemo’s assistant a more integral part of the user experience.
Outcome & Reflections
Nemo’s development demonstrates a user-centred, iterative approach that balances complex fintech functionality with intuitive, trustworthy experiences. Each design decision, from onboarding to AI insights, delivered both measurable improvements and established foundations for future growth.
Performance Highlights
Strong performance gains across critical conversion points reflect the impact of UX grounded in user research and business objectives:
- 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 such as Portfolio Insights and Descriptive Alerts marks a shift toward more intelligent, context-aware user experiences. These foundations enable:
- Personalised guidance based on user behaviour and market conditions
- Scalable voice interactions through text-to-speech technology
- Real-time educational content delivered in accessible language
Personal Growth & Collaboration
This work deepened my expertise in the fintech space, requiring me to balance regulatory requirements, localisation needs, and user trust at scale. Throughout the project, I:
- Led cross-functional teams to deliver high-impact features
- Pioneered early research and design for AI applications
- Aligned business strategy with user needs through strategic design decisions
Collaborating with Exinity’s product, research, and engineering teams fostered genuine shared ownership. The environment supports design thinking that directly influences product strategy, where success is measured not just by feature delivery, but by meaningful impact on users’ financial journeys.
Looking Ahead
Nemo continues evolving through focused iteration, user research, and emerging technologies. From refining core experiences like deposits and onboarding to introducing voice-enabled AI reports, each release strengthens the platform’s competitive position in the fintech landscape.
With a design philosophy grounded in clarity, accessibility, and intelligent contextual support, Nemo is establishing itself as a trusted tool for both new and experienced investors, particularly in rapidly growing, underserved markets.
I’m happy to discuss how UX strategy, AI integration, and product development intersect in fintech. Feel free to get in touch.
