Initiated by a renown global banking organization aiming to create a user-centric online wealth management platform to tap into fintech market segments.

Strong focus on DIY investing tools that users may easily use at home to see the return performance based on a few simple inputs such as years of experience, annual income, preferences and risk tolerance.

ServicesUI/UX DesignClientBankingGenresFinTechToolsSketch, Draw.ioWorked withBusiness Owner


BACKGROUND:

As a well-known global banking organization operating in Taiwan, my client had aimed to address several investor pain points in terms of lack of information clarity, categorization and investment options that meet personal demands. The answer was to create a user-experience oriented digital service.

Through these investment tools, investors may easily estimate and identify viable target portfolios as well as an expected return based on a few input information such as years of experience, preferable conditions, and risk tolerance. Creating a basic investment portfolio strategy at ease.


PROCESS:

01

Internal Interview


02

User Interviews


03

Design Research


04

User-Flow


05

Prototype


06

User Testing


07

UI Design


Consumer Segmentation


Those with basic investment experience and prefers doing their own research. DIY investors who appreciate trading at home with ample demand for information on return-rates, historical performance, and portfolio trends.

My role

I took care of internal interviews, potential customer interviews, competitor analysis, MVP prototype development, and product experience design.


Easier for Investor

Through some basic inputs such as years of experience, preferable investment fields and risk tolerance, investors looking for potential targets can easily build an investment portfolio with recommended ETFs and estimated-return rates.

Needs

This platform aims to eliminate the long-standing issues ordinary investors face such as conflicting information, confusing categorizations and lack of personalized investing recommendations while using online banking services.

Points

Through diligent user interviews, much consideration upon the target customer and their experiences with financial advisors were poured into the design. Their years of experience, accumulated mindset, and general investor behavior gave way to clear journeys of decision making.

Design Research


Research on design directions and competitor benchmarks: conducted thorough studies on the most popular fintech platforms, including robo-advisors, wealth management platforms, digital banking, and online investment tools.

Case studies are further analyzed based on their targeted clientele, unique offerings, core services, and product concepts that fundamentally affects how they are presented visually. These elements ultimately shape how these tools differ in user flow and serve as great examples during the design phase.

User-flow Design


Optimizing core consumer insight into Transparency, Easy-to-Use, and Personalization. Based on these elements, the platform was subsequently shaped with a core user flow in 3 steps: ‘Landing Page’ > ‘Figure out Financial Goal’ > ‘Get Started (Open an account)’.

The entire purpose of the flow structure was to first address basic user needs with clear service introductions, finally leading to users trying out the calculation tools, with which they may easily come out with basic investment portfolio strategy based on their input and return-rates in mind.

Wireframes Development


Clean and concise wireframes with solid information presentation, the purpose was to help with the decision-making process while overcoming mental obstacles such as confidence crises and conflicting information.

A platform-concept to service offerings – transforming core values into features.

The optimal platform offers functions that are easy to pick up without too much hassle. Services that offer investors an online-trading haven with assistance from a digital financial advisor.

Progress bar shows steps

Pain points to address: most barriers faced daily by the common investors. With the simple input of ‘yearly income, age, size of funding’, the personalized calculator can immediately come up with recommendations on investment targets and portfolio percentages. With a progress bar inserted into the header of the calculator tools, users may clearly grasp the current phase they are undergoing and what processes they’ve just been through.

During studies of competitor products, we’d discovered that any bit of complication would hinder user attention spans and hurt the chances of them ultimately opening an account. With more simplicity included in the visual representation, we increase the chances by including more info transparency and lowering conceivable mental obstacles.

Projection & History

Information transparency – return rates and historical performance

Other than the lack of time to devote to research, the other key obstacle in the minds of the common investor would be the lack of confidence. It is thus a key issue to stimulate investor’s faith in putting their wealth into optimal targets that fit their risk propensities. Through the calculator tool and concise graph displays, users may easily obtain a solid estimation of return-rates and historical performances.

Transparent presentation of information allows investors to truly visualize what they put their money into as well as the potential it represents in the foreseeable future, strengthening investor confidence with their decisions.

The tool allows for a clear understanding of the track-record of the portfolio, allowing for investors the trust and willingness to finally fulfill their investing needs through creating an account.

Create an account online

After browsing through recommended investing options, the user can still save their results even without opening an account. Through a simple online registration, they may save up the nuisance of filling up personal information and financial vetting. With but a few steps and a preferred account name and password, they may save whatever results they wish to keep.

The bank may then continue to follow-up with future service opportunities through the emails they signed up with.