Project Overview

WallETF is an investment-support platform designed to simplify ETF research, portfolio planning, and risk simulation for retail investors. The project includes a responsive website, a native mobile app, and a suite of analytical tools that allow users to run backtests, perform Monte Carlo simulations, and calculate investment budgets.

The goal was to create an intuitive, modern, and data-driven experience that makes complex financial analysis accessible to non-experts while still providing enough depth for advanced investors.

The Problem

Retail investors struggle to understand ETFs, compare asset classes, and build long-term investment strategies. Existing tools are often too complex, fragmented, or designed for professionals.

Users need:

Simple ways to analyze ETF performance
Reliable tools to simulate risk and expected returns
Clear portfolio insights without financial jargon
A cross-device experience enabling research on desktop and quick checks on mobile

WallETF was created to close this gap by merging financial accuracy with UX simplicity.

Research & Discovery

I conducted a benchmark analysis of major financial platforms (e.g., JustETF, Morningstar) to understand how investors interact with ETF data and portfolio tools. While these platforms are highly comprehensive, the abundance of information, filters, and asset choices can be overwhelming for early-stage investors. Many users struggle to translate large data sets into clear decisions.

To better understand these pain points, I interviewed beginner and intermediate investors and analyzed discussions in online finance communities. From this research, several insights emerged:
• Users feel overwhelmed by too much information and want help interpreting it
• Guided paths and simplified choices increase confidence
• Visual, high-level explanations improve understanding and trust
• Mobile users expect streamlined workflows, not full replicas of complex desktop interfaces

These insights guided the UX strategy: instead of presenting all available data at once, WallETF introduces curated model portfolios, simplified comparisons, and a small set of essential metrics. This approach reduces cognitive load while still offering depth for users who want to explore further.

UX & UI Design

I created the complete product design system, including user flows and information architecture optimized for quick access to key tools, low-fidelity wireframes to validate navigation patterns, and high-fidelity interfaces designed for both web and mobile.

The UI emphasizes a clean financial look with clear hierarchy, readable charts, and accessible color palettes.

Special attention was given to making ETF data digestible through simplified tables, designing simulations with step-by-step flows, and ensuring consistency between website and native app without compromising on platform-specific behaviors.

This helped create a cohesive, trustworthy investment experience.

Technical Architecture

To support real-time financial data, I implemented a hybrid system combining API integration with finance data providers, a local database synchronized with Yahoo Finance for performance and reliability, and a custom backend to store user simulations and portfolios.

A scalable approach was designed to handle large data sets for backtesting and Monte Carlo analysis, ensuring fast response times and accurate results across all devices.

Development & Go-live

I contributed to development in multiple layers of the product.

Website Development
Built the entire responsive website, implemented all UX patterns defined during the design phase, and ensured fast performance and consistent cross-device behavior.

Native App Collaboration (React Native)
Worked closely with developers to translate UX flows into functional app components, optimized screen layouts and interaction patterns, and ensured feature parity and UI consistency with the web version.

Custom WordPress Plugin
I engineered a proprietary plugin that includes a backtesting engine, Monte Carlo simulation module, budget calculator, ETF search and filtering system, and API connections with local data caching. This plugin powers the analytical core of WallETF and provides a competitive advantage through unique tools not found in standard WordPress solutions.

WallETF