InvestFlow — designing an investment crowdfunding ecosystem from scratch

InvestFlow is a crowdfunding platform connecting investors with real estate and alternative asset opportunities, while enabling fundraisers to raise capital for their projects. Built from the ground up as an MVP, the product brings together three interconnected experiences — an investor app, a fundraiser portal, and an internal back-office — all powered by a single underlying platform.

As the sole UX/UI Designer, I led the design across all three products end-to-end — translating product requirements into information architecture, user flows, and final interfaces across web and mobile.

Before designing individual screens, I mapped out the core journeys for each user role and how they intersect. A single investment opportunity travels across several parts of the system: a fundraiser creates and submits it, the operations team reviews and manages it in the back-office, and investors discover and fund it.

Building a Service Blueprint connected front-stage user flows with the operational processes happening behind the scenes, giving me a solid framework to design all three products consistently.

In regulated fintech products, sign-up requires KYC verification and suitability checks. To prevent drop-off during this mandatory step, I broke the flow down into digestible steps — guiding users smoothly through personal details, phone verification, and a quick questionnaire on annual income and investment experience and current asset classes (Real Estate, Stock market, Sukuk).

When exploring properties, investors need to quickly assess projected returns, risks, and funding progress. I structured the catalog and project page to highlight core financial metrics and terms upfront, enabling a seamless transition to investing with a single click.

The checkout experience is designed for clarity and confidence: investors select the desired number of investment units, see the calculated total upfront, сonfirm and complete the transaction. Once invested, the asset appears in the user's portfolio, which provides a clean, structured overview of all current holdings and their status.

The main dashboard gives an instant overview of total funds raised, dividends paid, and recent investor activity. Drilling down into a specific property reveals overall funding progress alongside a searchable table of all investors, their payment statuses, unit counts, and transaction amounts.

Because launching a deal involves a lot of financial data, I broke the flow into a clean few-step wizard instead of a single long form. Fundraisers move step by step through general terms and expected ROI, property details and location, media uploads, and unit pricing — with the total fund coverage calculated automatically before submission.

Since every transaction requires internal verification, the back-office focuses on scannable tables, search, and quick status filters. Staff can view investments globally (with one-click CSV export) or within a specific offering — selecting multiple entries at once to confirm investments in bulk and trigger investor certificates.

A dedicated module handles profit distributions to investors. Each payout request displays the total dividend amount, unit count, and a per-investor breakdown — allowing managers to review the numbers and approve or decline the payout in a single click.