Allianz'ım App
Personalizing Investment Fund Suggestions by Portfolio Size
Proposed an adaptive fund layout based on investment levels, but due to shifting priorities, implemented a client-delivered binary selection instead.
Industry
Insurance
Headquarters
İstanbul/Turkey
Founded
1923
Company size
2500+
Overview
The existing investment fund layout in the Allianz’ım app failed to adapt based on users’ asset levels, resulting in missed opportunities and potential confusion. Users with under 200,000 TL were shown both “Recommended Funds” (for beginners) and “Yatırım Komitesi Suggestions” (for advanced investors), but the disjointed structure—especially burying advanced suggestions deep in the scroll—led to poor discovery and engagement.
Our goal was to create an adaptive design that:
Gave less-experienced users easy access to both beginner and advanced options in a gradual, intuitive manner.
Directed higher-tier users (with over 200,000 TL) toward focused, expert-curated strategies without interface clutter.
Core Challenges
Beginner users often missed the more advanced Yatırım Komitesi suggestions due to poor layout visibility.
The experience lacked differentiation and clarity based on investment maturity or risk appetite.
A single-scroll or one-size-fits-all structure couldn’t accommodate the mental models of both passive and strategic investors.
The solution had to be scalable, modular, and easy to maintain for both user types.
Increase in visibility
65%
Of users reported greater clarity
Engagement
The Process
We began by analyzing behavioral pain points and usage data that revealed poor discoverability of the advanced fund recommendations. Stakeholder interviews and user personas helped us segment users into two key investor mindsets:
Group 1: Passive, low-risk users who value simplicity and trust “Recommended Funds.”
Group 2: Informed, growth-oriented users open to expert-led strategies like “Yatırım Komitesi Suggestions.”
For users under 200,000 TL, we explored two layout solutions:
Stacked Scroll Layout: Both fund types shown sequentially to encourage gradual exploration.
Tabbed View: Clear separation between beginner and advanced recommendations with toggle interaction
While tabs offered clarity, they risked hiding content behind additional steps. We leaned toward a hybrid design that surfaced both fund types while preserving simplicity and encouraging curiosity.
For users with more than 200,000 TL, we proposed a clean, committee-only layout focused on strategy-rich, advanced insights—streamlining their experience and aligning with their financial engagement level.
The Outcome
Six weeks into development discussions, the business team reprioritized and requested a simplified solution due to tight timelines and shifting scope. Our original, thoughtfully integrated solution was paused.
Instead, the team delivered their own static design—featuring a binary choice at the start of the Investment Committee flow. Users now select between:
Recommended Funds
Allianz Investment Committee
While this approach technically separates the categories and meets baseline requirements, it lacked the user-centered logic, testing, and iteration of our original proposal. Our role was limited to implementing this client-delivered screen, and the final experience diverged from the strategic direction we had initially envisioned.
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