Wealthsimple
Elevating the Premium and Generation experience
In November 2023, I joined Wealthsimple's Tiers team to lead the Premium and Generation app experience. This included revamping the tiered profile page, creating in-app tiered components, and designing the welcome journey for each tier to elevate the Premium+ experience with moments of delight and make the app feel more personalized.
Time
Nov 2023 – June 2024
Role
Senior product designer
Team
2 Senior Product Designers
1 Project manager
1 Brand design lead
2 Content strategists (Eng/Fr)
1 3D/Motion designer
1 Growth marketing manager
3 Software engineers per project
Tools
Figma
Figjam
Discipline
UX/UI Design
UX research
Prototyping
Interaction design
Design systems
Wealthsimple ads promoting about rewards offered exclusively for Premium and Generation clients
Business Impact
Growth in Premium+ clients within 6 months
clients within 6 months
Premium+ clients in total by April 2024
Premium NPS
Net deposits made within 4 months
What is Wealthsimple?
Wealthsimple is a Canadian fintech company offering commission-free stock and crypto trading, automated investing, tax filing, and financial services. Known for its sleek, user-friendly design, it simplifies investing and wealth management for everyone.
Wealthsimple Tiers
There are three tiers at Wealthsimple:
Core: $1 in assets
Premium: $100,000 in assets
Generation: $500,000 in assets
The Tiers team was initially formed in mid-2022 to work on pricing, subscriptions, and Unified Tiers, focusing primarily on functionality and completeness while building the initial version until mid-2023.
I joined the team in late 2023 to shift the focus toward enhancing the experience and delivering more 'Wealthsimple-y' moments for Premium and Generation clients.
Plans comparison on the Wealthsimple website
How might we design a better experience for Premium clients to create an elevated, personalized, and seamless onboarding journey that highlights the value of their tier and lays the foundation for long-term satisfaction and loyalty?
Wealthsimple’s tier experience had a significant gap in visibility and engagement, leading to low client awareness and enthusiasm.
Client interviews revealed that many didn’t know what benefits they had or feel excited about being upgraded.
There were no moments highlighting their tier benefits—whether they were using them or had the opportunity to do so. The only in-app tier experience lived on the settings page, but it lacked branding, visibility, and a sense of exclusivity.
'I am not just aware of my status and benefits, but my experience is elevated, personalized, and filled with moments of delight'
Elevate the Premium experience
Make Premium+ clients experience their status daily, see their benefits working for them, and feel spoiled by moments of surprise and delight.
Accelerate the journey to Premium
Identify Core clients who have assets outside of Wealthsimple and design a Tier experience that encourages them to upgrade to Premium.
Make Premium more personal
New Tiered Profile page
Tiers Everywhere Experience
Tiers Domain Component Library
Welcome modal
Get Started Checklist
Tiers 2.0
Wealthsimple Premium Event hosted in Vancouver, where I gained valuable insights and feedback on the latest Tiers projects. Most clients expressed their love for the newly designed Profile Page and the Tiers Everywhere experience.
A fresh new look with Tiers
The simple settings page evolved into a branded profile page for each tier, featuring an assets tracker, milestone rewards, top-tier benefits, and claimable perks.
📱Prototype: Premium tier, light mode
You saved $x with Premium
I worked on seamlessly integrating Premium and Generation perks throughout the Wealthsimple app, enhancing their visibility and engagement at key moments—such as in the app icon, splash screen, and features like earning higher interest on Cash accounts, benefiting from discounted management fees, and accessing higher instant deposit limits.
📱Prototype: Premium tier, light mode
Welcome to Generation
I collaborated with the Brand team and UX engineers to improve how new Premium+ clients are introduced to their benefits. We made the experience more engaging and informative by incorporating a card carousel.
📱Prototype: Generation tier, dark mode
Design Specifications
What I gained from this project
Working with the Tiers team pushed me to expand my creative and technical boundaries in alignment with Wealthsimple’s culture manual. One example is my collaboration with UX engineers to explore a gyroscopic effect for the Premium/Generation badge shimmer, refining it through iterative testing to achieve a seamless, high-quality interaction.
Conducting numerous user interviews and gathering insights helped shape the experience, while multiple rounds of feedback from both my team and designers outside of it improved how I communicate design decisions and navigate trade-offs.
Ultimately, this project deepened my understanding of user needs, strengthened my collaboration skills, and reinforced the value of crafting thoughtful, engaging moments in the client experience.
