Maqro

Maqro is Australia's first wealth advisory platform that allows users access and communication with professional advisors to strategically grow their portfolio.

My role was to overhaul the brand and website, as well as create a mobile application for users and desktop application for the team.

Role

Product Designer

Platforms

Desktop, Tablet & Mobile

Expertise

UI, UX, Branding, Strategy

Deliverables

Brand, Website, Desktop App, Mobile App

TELL US A STORY

How do we meet the everyday investor in the middle?

After changing their name from TraderNote, Maqro required a complete refresh in brand and product that would launch them into the Australian trading market as a shining new contender for ambitious investors.

Now, have you ever had the idea of picking a new hobby that looks easy to learn and will make you satisfied quickly? Of course you have. So you have then definitely experienced the immediate regret as you try your new hobby and realise it's overwhelming and stressful and a huge mess?

Well, Maqro wants to allow people to have that 'new hobby' excitement with investment trading, and to go ahead and succeed with it. But they needed something special to pull it off - and they found it, by introducing Australia's first wealth advisory platform.

Maqro allows their investors to access the insight and knowledge of professional advisors, without paying the high fees of high-end stockbrokers. By opening this door to new investors, they dramatically minimise their risk, time spent and effort made.

BRAND AND WEBSITE

Introducing an innovative solution to an already competitive market

The Australian fintech industry was no stranger to investment trading applications at the time. I initially thought of going against competitors on purpose and targeting what exactly can make us stand out from the crowd.

But then I realised what was more important was not an 'out of this world' brand, it was a consistency in visuals and messaging across all platforms. I had the convenience of designing all 3 at the same time, so I'd figured that it may have just been the best time to do it.

The website needed to communicate the refreshed brand, and clearly inform the benefits and values of the product that is available. Product shots brought out the legitimacy of the solution and gave a detailed insight to the application to make a strong impression on the visitors.

Illustratively, the isometric style featuring humans in action felt the smartest way to represent the relationship between user and adviser. Feature focused content was partnered with product shots, while illustrations were associated with more areas focused on storytelling and problem solving in a broader sense.

PRODUCT

Creating seamless, organic pathways to lead users to the in-app adviser chat

To avoid the trappings of being another generic fintech app for millennials to download, try for 2 minutes, and delete, I found the integrity of Maqro sat with directing users to it's USP as quickly, yet seamlessly as possible.

That being of course, chatting with a professional investment adviser. This theory was validated with interviews of potential users in the demographic we defined in our branding workshop - tech savvy, financially astute individuals.

To have someone available to speak with and not worry about performing their own research and reports was a game changer in their trading approach. So, I sought out to introduce access points across features of the product to ensure that in decision making times, the chat was the ideal source of truth for the user.

= entry points to adviser function from other locations

Let's go back to the overall product now - I first created the wireframes in Whimsical to establish the navigation, flows and structure. Minor interactions would be left to design, with a design system also brought in that had initially started when creating the website.

I employed the primary blue as a manner to view critical information - it exists either as a background to an important section, or the fill of a button that leads to an important action. Visually speaking the UI drew back to the branding piece we had delivered previously, bringing through the bold gradients and sleek white, minimal layout.

The copywriting is a balance between professional terms and conversational jargon - Maqro isn't as serious as a bank given you can regularly chat to another person. But, there is of course the traditional financial lingo that needed to be there to ensure a user understand what kind of decisions or situations they were apart of.

Maqro's website is currently live at maqro.com.au