Motifs — curated baskets of stocks built around an idea — had earned Motif a loyal retail audience. But the product had grown laterally: more motifs, more pages, more entry points, and no clear narrative for what a customer was supposed to do next. New investors arrived, picked a motif, and then fell off the path.
The brief widened quickly during discovery. The real opportunity wasn't a redesign of the existing surface — it was building the missing layer above it: a planning experience that turned a one-time purchase into a long-term relationship.
