Increasing access to life-saving medicines

Client

GBix

Industry

FinTech

Product Type

Mobile Investment App

Services

Product Strategy, UX/UI Design, Design System

Overview

GBix is an alternative investment platform that opens access to previously exclusive assets—like real estate, art, wine, and crypto—to a broader class of retail investors. GBix is a product of Gold Bullion International (GBI) and created by the team behind Hard Assets Alliance (HAA), GBix aimed to become the “Robinhood of alternative assets,” offering both high-net-worth and everyday investors a trusted, modern platform.

Goji Labs led the user research, UX strategy, and design system development for this greenfield product—positioning it for market entry, regulatory approval, and scale.

The Challenge

Bridging the gap between two very different investor profiles:

  1. Conservative Wealth Holders (from HAA) — skeptical of crypto and newer assets, but willing to convert if trust and ease were established.
  2. Younger, Risk-Tolerant Users — familiar with platforms like Robinhood but needing guidance through complex investment types.

We needed to build a single platform that simplified sophisticated investments while maintaining the credibility and trustworthiness expected by high-cap investors.

Over the past year, MPP decided to revamp their site to improve the user experience and bring the interface up to date. To get started, we conducted a UX audit to identify any easy-to-fix usability issues that we could quickly redesign.

Since we didn’t have much information about how users were interacting with the site, we also conducted interviews with people from various organizations. We found that users appreciated the minimalistic design, but wanted more clarity in the table presentation and some improvements to the search bar and reporting tools.

In the redesign, we made the data table more visually appealing by adding some whitespace around the cells and tags for key information. We also added a saved search feature to allow users to easily return to their previous searches, as they mentioned they frequently check back for updates on their queries.

Our Approach

We translated complex financial products into a flexible, user-friendly experience:

  1. User Interviews + Market Research: Mapped investor psychology across two distinct user types
  2. Information Architecture + Logic Mapping: Built scalable templates for unique asset types
  3. Custom “Hybrid Checkout” Flow: Allowed users to fund large transactions using both in-app balances and external methods—encouraging deposits without introducing friction
  4. Investment Comparison Framework: Designed side-by-side views to let users compare opportunities like fractional real estate or closed-end funds
  5. Design System Development: Delivered a fully documented UI library to enable phased rollout and cross-team developer collaboration


Core services:
User Research • UX Design • UI Design • Design System • Mobile App Strategy • Investment Flow Optimization

Results & Impact

  1. Simplified interface enabled both novice and experienced investors to explore alternatives with confidence
  2. Created a scalable infrastructure for future investment types (crypto, funds, real assets)
  3. Unique purchase logic directly aligned with behavioral finance principles—encouraging deposits and conversions
  4. Secured multiple strategic partnerships ahead of launch (including crypto brokerages)
  5. Positioned GBix to go to market with a strong, differentiated product in Q1 2024

Why It Matters to Private Equity

GBix is a prime example of how strong product strategy and UX execution can de-risk a new venture. We helped transform a legacy finance team’s vision into a scalable, investor-ready platform—tailored for adoption across a diverse user base. From acquisition to exit, this level of execution builds confidence, drives retention, and supports long-term enterprise value.