A major Taiwanese investment bank and a leading telecom company aimed to redefine financial engagement for young users. Their platform, while usable, faced significant challenges with low user activation and engagement.
I led the full app redesign. My solution involved gamifying the mutual fund experience with an interactive goal tracker. This enabled new users to engage with and learn about finance effectively."
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A top investment bank in Taiwan wanted to attract young investors by integrating financial solutions into a telecom’s e-commerce platform. However, the initial design faced issues: traditional look & feel failed to engage users, high drop-offs during account opening and low retention after account creation.
I aligned business and design teams by leading stakeholder workshops, ensuring our approach met both strategic goals and user needs. My direct contributions included redesigning wireframes and prototypes to craft intuitive solutions. Crucially, I then conducted usability testing to gather insights, iteratively refining the designs for optimal user experience.
Faced with initial stakeholder dissatisfaction and internal politics, I proactively led interviews and workshops to resolve conflicts and secure project buy-in. This established vital relationships, ensuring project continuity and focus.
Through a design critique and an analytical review of existing client data, I pinpointed key experience failures. The most significant issues were concentrated in the Mutual Fund Regular Saving Plan (RSP) and the Fulfillment process
“I don't have any finance experience, so I freaked out when I saw all the numbers in the RSP page. I don't know what to do, so I just close the App.”
My research consistently highlighted a critical user pain point: the overwhelming complexity of financial information for those without prior experience.
After the research, my key intervention was to reimagine the mandated 3-day compliance pause. Instead of a negative experience, it became a strategic touchpoint for ongoing user engagement, resulting in improved completion rates.
To onboard new users effectively, I designed a clear four-step educational content series. These clips not only simplified complex financial information but also provided foundational knowledge, making daunting concepts approachable. A key decision was to replace verbose explanations with graphic representations of mutual fund growth, directly addressing user feedback like:
"I prefer to see more graph to help me understand the mutual fund investment rather than words to tell me about financial management."
Challenging initial stakeholder concerns about design limitations, I proposed and launched an internal pilot test for a new concept: integrating e-commerce features directly onto the app's landing page.
This 24/7 test, conducted with the client's research pool, allowed us to gather critical activation data. I was responsible for the test design, working hand-in-hand with engineering and customer success to track performance and refine the experience.The notable result-
I refined the existing gamification elements, prioritizing visual enhancements for clarity. By incorporating custom vector illustrations, I aimed to make complex financial information easy to understand, thereby reducing user apprehension and creating a more reassuring and engaging user experience.
This project was a huge learning curve, really showing me the ropes of what it means to be a UX designer in a real-world setting. I quickly learned that design isn't just about pixels and flows; it's deeply tied to business needs – and sometimes, navigating a bit of internal politics too!
What really stood out was how my research insights became the secret weapon that swayed big business decisions, like transforming that awkward 3-day compliance wait into something genuinely valuable for users. This experience solidified my belief that designers aren't just here to make things pretty or easy; I'm uniquely positioned to bridge user needs with business goals, proving my value beyond what a product manager might cover. It was a powerful reminder that when you truly understand both sides, you can create something truly impactful.
PIL-
Solve Excel Chaos
I led user research and problem definition to establish clear requirements before development
Client details has been modified according to NDA
