Reimagining Wealth Management
Designed an intuitive and personalized wealth management dashboard for HSBC
Overview
Duration: Oct 2020 - Oct 2021
Role: Product Designer
Redesigned the entire wealth management platform for HSBC with 2 other designers from concept to launch while ensuring the design can be adaptable for other countries.
Designed a new wealth portfolio analysis feature for Mass Affluent customers, streamlining access to vital insights for timely investment decisions.
Key Highlight: From Legacy UI to Intuitive Simplicity
Solution Approach:
Why:
HSBC realized the need to update its investment platform after a 10-year gap, aiming to redesign the wealth management platform for personal banking customers. The goal is to provide a clear understanding of investment portfolio status and facilitate informed decision-making for future investments.
User segment:
Targeted the age group between 45-65, who are the most frequent users of the web-based wealth management platform.
Recognized their limited tech-savviness and prioritized a clear and user-friendly platform design.
Pain points:
Users struggled to understand their portfolio status and perform investment activities, such as purchasing stocks.
Lack of detailed views to analyze the distribution of specific investment product types (e.g., bonds, stocks, ELI).
Lengthy appointment setup process with Relationship Managers (RMs) for discussing investment portfolios, requiring more on-demand services.
Solutions (Refer to below production screenshots):
Implemented a dashboard landing page that provides users with a comprehensive overview of their holdings at a glance.
Developed a detailed holdings page to facilitate in-depth analysis of investments.
Incorporated social elements to drive engagement by showcasing what investment products similar investors are investing in.
Designed a wealth portfolio analysis function, enabling users to optimize their portfolios and assess investment risks comprehensively without relying solely on RMs. (Screenshot not available)
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Wireframes
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1. Landing page
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2a. My holdings detail page
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2b. My holdings detail page - table
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3. Investors like you page
Results
Conducted 2 usability tests to validate design assumptions and enhance the landing page layout, resulting in a 300% increase in DAU from 2K to 6K within three months of launching.
Designed a new wealth portfolio analysis feature and drove 15% increased sign-ups for the premium account option.
Leveraged qualitative user interviews during the empathy stage to uncover user needs, identify UX improvement opportunities and inform data-driven product decisions.
Key Takeaways
The first product I designed in my Product Design career emphasized the importance of understanding and defining the product scope.
I learned how to balance building a comprehensive product vision with the essential features required for a successful MVP.
Gaining practical experience in collaborating with software engineers, I learned how to effectively align UX flows and UI specifications, fostering seamless collaboration and delivering successful project outcomes.
Working closely with product managers throughout the entire process of building a zero-to-one product strengthened my ability to drive the product vision forward.