At Swell Investing we are on a mission to make sure every dollar you invest has a positive impact on the world. Since we launched our web app in 2017, we’ve been working hard to make impact investing transparent and accessible to everyone. We’re really excited to launch our iOS app and wanted to share a bit about the design process and our approach to building it.

Many financial brands are dry, technical, or overly complex. Swell is designed to be the opposite of all that. We wanted this app to feel like your personal investing friend.

Our team spent the past year talking to hundreds of Swell users — and people we hoped would become Swell users — to learn how we could improve on the existing experience in our web app. We started to see patterns emerge in our conversations and watched for places where our users hesitated, got stuck, or had questions. These conversations helped us focus on creating an experience for the iOS app that offered users: