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From research we know that there is a large population of people in Hong Kong aged 25-40 who wanted to start investment but don't know how. They don't have time and knowledge about investment to do their own research. They eager to get into this realm but couldn't find the way. Knowing that this is the key pain point of our customers, our goal is to create a super easy to use, hassle-free investment platform that can help our customers to start their journey of wealth management. And we choose to start with fund investment as a pilot because the fluctuation and risk are comparatively lower than stock market.
What's the problem?
Design Detail
Our target demographic for the investment platform was Hong Kong residents aged 25-40, keen on investing but lacking time and expertise. The aim was to develop an intuitive, effortless platform guiding users in wealth management. We conducted in-depth interviews with eight individuals from this group, focusing on their experiences and emotional responses to existing investment apps. Key insights were:
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They feel uncomfortable to perform a trade order with these platforms because the interface was complicated
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They often were confused due to lack of explanations
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They welcomed educational content, but it needs to be short and sweet
The Challenge
User interview using lookback
Following our findings, we organized a one-day workshop with engineers, data analysts, and the business and marketing teams. Through brainstorming sessions, we generated several ideas and potential directions. These ideas were rapidly sketched and reviewed with engineers for feasibility, while also identifying market opportunities. The culmination of this collaborative effort was a code-based prototype illustrating a simple fund exploration flow. This prototype, presented to the senior management, effectively conveyed our vision for the product and was met with enthusiastic approval.
And so it begins...
Discussion during workshop
Do it naturally
We wanted to make our users feel comfortable while placing any instruction, therefore we designed to flow in in a conversational way. They would feel being guided and prompted at the right moment. We also incorporated swipe gesture when users wanted to send us a buy/sell order which is a more natural way to complete a task.
Clean and direct
We reduced all the noise in the UI, only displaying the useful and relevant information to user contextually. Help center button is always visible, assistant is just few taps away.
Bite size & contextual content
Unlike other investment platform, our education content are divided into bite size, 2-3mins reading times per piece, so it is easier for our users to digest. With this content strategy, we can also give useful information to them contextually but without over-interrupting their original task. Down the product roadmap, we plan to regularly update the content with more content types like commentary from well known opinion leaders, videos, market reviews etc.
All Projects
Keywords
FinTech, Virtual Bank, Investment, Fund, User Research, User Interview, Hothouse, Dialog UI
My Role
UXUI lead
Year
2022
livi Bank is a newly launched virtual bank in Hong Kong where it aims building a trustworthy and secure digital first bank with delightful rewards and experience to customers. In 2021 Q3, the bank decided to extend its arm to investment service. Having this ambition in mind, as part of the CX team to the bank, I was assigned to be the UXUI lead of the project.
livi Invest
Transaction record and Update monthly plan UXUI flow
Mapping out the ideas to existing system implementation, operation risk and data track point