• Kernel, accessible, ethical wealth building.

  • Kernel, accessible, ethical wealth building.

  • Kernel, accessible, ethical wealth building.

CLIENT

Kernel

SECTOR

Fintech
B2C
Startup

DELIVERABLES

WebApp

Content

An intuitive, ethical investing platform designed for real people — built to grow wealth & improve financial literacy, challenging the chaos of traditional investing apps .

YEAR

2020-2022

ROLE

Product Designer @ Edition Group

AWARDS

Best Awards
Good Design Awards

Project Snapshot

Kernel, a New Zealand-based investment company, partnered with Edition Group to design a next-gen web platform that makes ethical, long-term investing accessible to everyday people. As part of the product design team, I helped create an intuitive experience that removes financial barriers and complexity — empowering users to build wealth confidently, no matter their experience. The goal: no hype, no jargon, just a smarter, more human way to invest. The result is a platform built for long-term growth and financial wellbeing — with fewer dashboards, less noise, and zero FOMO.

THE NORTH STAR

Create a web-based investment platform designed for long-term growth — with intuitive onboarding, accessible education, and a set-and-forget ETF strategy, purposefully built without addictive, app-style behaviours.

THE LANDSCAPE

Before Kernel, investing in New Zealand was either intimidating or overhyped — with platforms that felt more like trading apps than tools for long-term growth. Financial literacy levels were low, user trust was fragile, and flashy, gamified interfaces often left everyday people feeling overwhelmed or excluded. Kernel came to Edition Group with a bold idea: build an investing platform that puts clarity, ethics, and accessibility at its core — designed for people who want to grow their money without needing to “speak finance.”

Exisiting platforms made investing feel like gambling, not growing.

Gamified interfaces were often designed to drive clicks, not confidence.

Exisiting platforms made investing feel like gambling, not growing.

Gamified interfaces were often designed to drive clicks, not confidence.

Exisiting platforms made investing feel like gambling, not growing.

Gamified interfaces were often designed to drive clicks, not confidence.

Finance tools spoke in jargon — not in plain language.

Users often felt lost before they even signed up.

Finance tools spoke in jargon — not in plain language.

Users often felt lost before they even signed up.

Finance tools spoke in jargon — not in plain language.

Users often felt lost before they even signed up.

Trust was low, especially among first-time investors.

People didn’t feel there were tools that were built for them.

Trust was low, especially among first-time investors.

People didn’t feel there were tools that were built for them.

Trust was low, especially among first-time investors.

People didn’t feel there were tools that were built for them.

Access to investing felt out of reach for everyday people.

Platforms weren’t built with beginners or diverse financial backgrounds in mind.

Access to investing felt out of reach for everyday people.

Platforms weren’t built with beginners or diverse financial backgrounds in mind.

Access to investing felt out of reach for everyday people.

Platforms weren’t built with beginners or diverse financial backgrounds in mind.

THE LANDSCAPE

Before Kernel, investing in New Zealand was either intimidating or overhyped — with platforms that felt more like trading apps than tools for long-term growth. Financial literacy levels were low, user trust was fragile, and flashy, gamified interfaces often left everyday people feeling overwhelmed or excluded. Kernel came to Edition Group with a bold idea: build an investing platform that puts clarity, ethics, and accessibility at its core — designed for people who want to grow their money without needing to “speak finance.”

THE APPROACH

The goal was to guide everyday users toward steady, long-term investing — not risky, short-term behaviour. Research showed people didn’t want to “buy the market,” they needed support to build consistent habits through automation and education. We designed key flows — wallet setup, fund selection, and auto-invest — to build trust from the start. Each interaction was crafted to feel intuitive and informative, without oversimplifying or alienating more experienced users. As part of the Edition product team, I helped shape ethically grounded patterns that encouraged engagement without relying on addictive UX tactics.

Mapped user mindsets, not just journeys

We designed around how people feel about investing — not just what they do.

Mapped user mindsets, not just journeys

We designed around how people feel about investing — not just what they do.

Micro-interactions guided, not gamified.

We used subtle design cues to support decisions — not drive obsession.

Micro-interactions guided, not gamified.

We used subtle design cues to support decisions — not drive obsession.

Education, without condescension.

Tooltips and content were written to inform all users, without oversimplifying for confident investors.

Education, without condescension.

Tooltips and content were written to inform all users, without oversimplifying for confident investors.

Designed to be checked weekly, not daily.

The experience supports long-term behaviour, not short-term triggers.

Designed to be checked weekly, not daily.

The experience supports long-term behaviour, not short-term triggers.

Mapped user mindsets, not just journeys

We designed around how people feel about investing — not just what they do.

Mapped user mindsets, not just journeys

We designed around how people feel about investing — not just what they do.

Micro-interactions guided, not gamified.

We used subtle design cues to support decisions — not drive obsession.

Micro-interactions guided, not gamified.

We used subtle design cues to support decisions — not drive obsession.

Education, without condescension.

Tooltips and content were written to inform all users, without oversimplifying for confident investors.

Education, without condescension.

Tooltips and content were written to inform all users, without oversimplifying for confident investors.

Designed to be checked weekly, not daily.

The experience supports long-term behaviour, not short-term triggers.

Designed to be checked weekly, not daily.

The experience supports long-term behaviour, not short-term triggers.

THE APPROACH

The goal was to guide everyday users toward steady, long-term investing — not risky, short-term behaviour. Research showed people didn’t want to “buy the market,” they needed support to build consistent habits through automation and education. We designed key flows — wallet setup, fund selection, and auto-invest — to build trust from the start. Each interaction was crafted to feel intuitive and informative, without oversimplifying or alienating more experienced users. As part of the Edition product team, I helped shape ethically grounded patterns that encouraged engagement without relying on addictive UX tactics.

What Shipped & Why It Matters

The end result was a simple, gamification-free platform that supported smarter, more consistent investing — helping build financial literacy across New Zealand. We delivered more than just a polished product; we built the foundation for long-term success. The new experience gave users the tools to invest with confidence and shifted how Kernel showed up in the market. Stakeholders valued the balance of usability, education, and trust — and the results backed it up. As a growing startup, Kernel also needed room to scale, so we developed a flexible design system that allowed their internal team to build, evolve, and own the product well beyond launch.

95%

of users surveyed were “highly satisfied” with the new experience.

95%

of users surveyed were “highly satisfied” with the new experience.

95%

of users surveyed were “highly satisfied” with the new experience.

+39.78%

increase in total funds under management

+39.78%

increase in total funds under management

+39.78%

increase in total funds under management

Fastest

awarded the fastest growing fund manager in New Zealand, in 2021.

Fastest

awarded the fastest growing fund manager in New Zealand, in 2021.

Fastest

awarded the fastest growing fund manager in New Zealand, in 2021.

690%

year-on-year growth between the period 2020 - 2021.

690%

year-on-year growth between the period 2020 - 2021.

690%

year-on-year growth between the period 2020 - 2021.

+36.43%

increase in average customer balance

+36.43%

increase in average customer balance

+36.43%

increase in average customer balance

Design Excellence

Best Awards Finalist (3x), Good Design Winner

Design Excellence

Best Awards Finalist (3x), Good Design Winner

Design Excellence

Best Awards Finalist (3x), Good Design Winner

Next Project

CLIENT

Kernel

SECTOR

Fintech
B2C
Startup

DELIVERABLES

WebApp

An intuitive, ethical investing platform designed for real people — built to grow wealth with calm & clarity, and cut through the chaos of traditional investing apps .