Bank App Investment Feature
Objective
To significantly enhance the bank app investment feature by introducing personalised, automated digital investment capabilities tailored for mass and mass-affluent customers, simplifying investment management and improving overall user experience.
Target audience
Mass and affluent customers seeking easy-to-use digital discretionary investment services without direct reliance on relationship managers.
Roll & Responsibilities
Role: Senior UX Designer
Responsibilities: Conducted comprehensive user research, defined strategic user journeys, crafted detailed UX/UI designs, facilitated stakeholder collaboration, and managed iterative design enhancements based on user feedback.
Problem Statement
How might we enhance the FlexInvest app feature to provide seamless, personalised financial guidance and simplified fee transparency, ensuring minimal disruption to users’ current investment activities, while also addressing existing knowledge gaps and leveraging available technical infrastructure?
Research
Methodology
Informal user interviews, competitive audits, and analysis of existing customer pain points.
Key Findings
Users lacked easy access to direct investment advice and faced difficulties with unclear fee structures and cumbersome PDF-based portfolio information. Additionally, users preferred clear visual representations and automated financial advice tailored to their personal investment goals and preferences.
Ideation
Utilised collaborative workshops and ideation sessions with stakeholders, identifying key differentiators such as personalised experiences, interactive financial simulations, transparent fee structures, and simplified communication channels.
Design
Design Challenges
Creating an intuitive interface for personalised, automated investment management
Visualising complex financial information effectively for user comprehension
Streamlining investment processes and fee transparency
Solutions
Implemented personalised investment pathways utilising existing HSBC customer data through APIs
Developed interactive simulations to visualise investment outcomes clearly, enhancing user decision-making confidence
Simplified fee structures, presenting unified, transparent costs clearly displayed within user interactions
User Testing
Testing Methods
Conducted internal user acceptance testing (UAT), iterative usability evaluations, and qualitative feedback sessions.
Feedback Integration
Iteratively adjusted designs based on user testing outcomes, refining interactive elements, simplifying user flows, and enhancing visual clarity.
Impact
Quantitative Results
Projected increases in user engagement and adoption rates due to simplified onboarding and enriched user interactions.
Qualitative Feedback
Users expressed high satisfaction with the personalised experiences, intuitive visualisations, and straightforward fee transparency, significantly enhancing trust and usability.
Learnings
This project strengthened my capability in translating complex financial products into user-friendly digital experiences.
It emphasised the importance of iterative design informed by continuous user feedback and highlighted the value of effective stakeholder collaboration.
Conclusion
The FlexInvest 2.0 app feature successfully addressed user pain points by offering a personalised, visually engaging, and straightforward investment experience.
This project not only met strategic business objectives but also substantially contributed to my growth as a UX designer, underscoring the impact of user-centric design practices.