Andex
Amateur Investor Community (MVP)
Role
UX/UI design
Branding
Date
2020
Problem
Institutional investors do lots of research and have teams of people helping to make investment decisions. Whereas amateur investors (often individuals) don’t have the time or the teams. The thesis with Andex was that collectively amateur investors could perform better if they had a way to share information and insights.
Solution
A web app that enabled community annotations of corporate filings. Annotating public company filings as a channel to discuss results and financials, allowed the discussion to focus on a specific known piece of information in a document, instead of general discussion which already existed (On Reddit, Twitter, etc.). The app surfaced new discussion and insights for amateur investors, in a structured manner.
Results
A few beta tests were run by the founder. Though it proved difficult to create value in the product without reaching a certain level of scale and engagement.
Branding
The Andex brand was designed to feel indie, intelligent, and personal. The brand needed to appeal to amateur investors, and needed to make members of the community feel inspired to share their knowledge on Andex. The illustrations reference 1980’s office paraphernalia, and cultivate a quirky, but intelligent essence. The use of monospaced type is a cue taken from stock market graphics, and creates an atmosphere of organization and logic.
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