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."
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.
My direct contributions included redesigning wireframes and prototypes to craft intuitive solutions. Crucially, I then conducted usability testing to gather insights and iteratively refine the designs to optimise the 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.
Client details has been modified according to NDA
