Nada Finance

Nada Finance is a fintech startup redefining real estate investing with ETF-like funds tied to specific cities. I joined as the Product Design Lead to take the platform from a generic UI kit to a launch-ready product, iterating on flows, branding, and user experience to make real estate investment accessible and trustworthy for first-time and seasoned investors alike.
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During my time on the project, Nada’s user base grew by 115% week-over-week, while investments surged by 237% WoW, proving the impact of design on both adoption and engagement.

To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. The information in this case study is my own and does not necessarily reflect the views of Nada.

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My Role

As Product Design Lead at Nada, I guided the product from concept to launch, helping transform a generic UI kit into a platform investors trusted with their money. My role blended product design, product management, and strategy, ensuring the experience aligned with investor needs, business goals, and long-term scalability.

Design Leadership

Designed and iterated on web and mobile experiences, from wireframes and prototypes to polished, investor-ready UIs.

Product Management

Worked closely with the executive team to define requirements, prioritize features, and manage scope within bi-weekly sprints.

Research & Insights

Conducted surveys and user research within Nada’s investor community (via Discord and beyond) to uncover motivations, trust gaps, and barriers to adoption.

Visual Identity

Helped evolve Nada’s brand presence, translating financial concepts into clear, approachable interfaces that reduced complexity.

Collaboration

Partnered with engineering to ensure design feasibility, and with marketing to align messaging, brand language, and acquisition flows.

Scaling for Growth

Ensured the platform design could expand from 4 pilot city funds to 30+ markets, while maintaining clarity and trust for investors.

The Challenge

Turning a Complex Idea Into a Trustworthy Investment Experience

Nada created a new way to invest in real estate through Cityfunds—ETF-like products tied to the housing markets of individual cities. While the concept was powerful, the early platform wasn’t designed with everyday investors in mind. The product relied heavily on complex financial language and a generic UI kit that didn’t communicate trust, transparency, or ease of use.

This created several key challenges:

Steep learning curve: Users struggled to understand Cityfunds, Homeshares, and real estate investment concepts.
Low trust at onboarding: Many dropped off during sign-up, hesitant to provide sensitive financial information to a product that felt unfamiliar.
Lack of transparency: Users couldn’t easily see how their investments worked, how returns were calculated, or how risks were managed.
Disconnected experience: The UI kit wasn’t built for Nada’s unique model, creating inconsistencies across flows and a lack of brand credibility.

To overcome these issues, Nada needed a platform that educated users while building confidence, simplified investment flows, and created an experience that matched the credibility of established fintech brands like Robinhood and Sofi—without losing the unique focus on real estate.