Born2invest As A Storytelling App
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There’s something classy about the Born2Invest app. It’s neat, simple, and professional. Unlike any of its competitors, it is deprived of useless web elements typically found in a content curation app. “It is very undemanding and navigable,” said one tech journalist during the app’s official launch in Manila last July.

While forming the concept of the app, one major concern was the total elimination of “noise.” Dom Einhorn, CEO of the company behind Born2Invest, defines “noise” as useless things in all aspects - from content curation itself to marketing, and down to web design.

“When we were studying the market, we found out that most content curating apps are designed in a very haphazard manner—whitespaces used inappropriately, absence of breathing space, bad fonts, tricky navigation, ads appearing everywhere,” Einhorn recalled.

Einhorn has been in the digital advertising industry for more than 20 years now, and he knows that the best way to drive customers away, aside from giving them atrocious customer service, is give them bad visuals. It’s pretty basic, but he has worked with multitudes of clients who suffered from a terrible breakup with an advertising firm.

“Most clients begin with looking at your works—if you have an attractive website, or if you’re capable of doing that to them,” he said.

Born2Invest is an app for business news enthusiasts, executives, journalists, and entrepreneurs.

It curates stories from various authoritative sites in the business industry because these people don’t have the luxury of spending hours on the Web like other people do. That’s why Einhorn’s very first instruction to its web designers is to “target simplicity.”

The Born2Invest CEO is on the same page as Jerry Cao, UX content strategist at UXpin.

“The copy as a mouthpiece is a silent but powerful medium. Interface copy is your side of the dialogue between your product and your user.”

Each story within the app is published in a “card,” which occupies the whole screen. Headlining the curated story is a high-definition image or video, which can help in providing additional explanation on the story. The curated story, which is placed below the image, is written in 80 words (or less) with a maximum of 450 characters.

On the upper left side of the screen is the “Category” tab, showing the users an “app map” divided in categories and subcategories. Users can customize their feeds according to the industry they’re interested in. Just right below the curated story is a conspicuous “Read More” button that redirects readers to the full story.

Einhorn said that the “Read More” button must be noticeable as he wants to give readers the liberty of reading the story from the publisher’s website. However, great design is just a fraction of the story. Einhorn wants his app to become a complete storytelling machine even if it is just curating news articles.

“I am in love with the idea of interactive storytelling—it’s very powerful and convenient. We try to incorporate that with Born2Invest. And I think a captivating image, a supporting video, a well-written, journalistic summary, and a neatly-done web design do it all. Aesthetically speaking, Born2Invest succeeds in offering readers a refreshing way to read news stories,” Einhorn said.

Surely, that’s what makes the app an overnight hit. The high download rate since the app went live has not met with an alarming “uninstall” figures. “Actually, it’s almost zero,” revealed Einhorn, “and this is good news for the company because it shows that we’re doing well, that the readers love the app. But there will be more improvements, of course, as coping with the changes is one of the reasons why I succeed in what I do.”


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