Fund Investment Platform
/ Strategy, Design, Digital Experience
A customer-focused digital investment platform for Principal HK, enhancing trading speed & quality, tailored for diverse investment needs of existing customers.
Background
Principal Hong Kong identified a critical pain point in their mutual fund management processes for retirement investors. The existing system was inefficient, lacked user-friendliness, and failed to provide investors with the tools needed to make informed decisions.
The lack of a dedicated digital platform hindered informed decisions, degraded the overall customer experience but also negatively impacted client acquisition and retention.
The solution was to develop a comprehensive digital platform, Principal Mutual Fund Direct, aimed at simplifying fund management, enhancing user experience, and streamlining retirement planning.
/ 00
Highlights
Key summary
As an Experience Design Manager, I lead the optimization of product design process.
I plan and execute CX design initiatives, engaging stakeholders to craft feasible, user-centric solutions. Leveraging design thinking, I elevate the overall user experience, ensuring designs are intuitive and impactful.
#Web Platform
#FinTech
#UXUIアップデート
The Challenge
The Outcome
Design a customer-centric digital trading platform that enhances the quality and speed of Principal's trading lifecycle, offering an intuitive and seamless experience tailored to meet the diverse investment needs of existing customers.
The project in numbers
+1
digital platform developed
10+
tests conducted with end-users and major stakeholders
10+
foundation feature designed
2
available lanuages
1
unified design system
/ 01
The Problem
Inefficiencies and User-Unfriendliness
Interviews with stakeholders
調査×分析
The Principal Mutual Fund Direct project confronts a crucial challenge: addressing inefficiencies and user-unfriendliness in existing processes for individual investors managing mutual funds for retirement.
The lack of a dedicated digital platform hinders informed decisions, degrades customer experience, and impacts client acquisition and retention.
The solution lies in developing a comprehensive digital platform to simplify fund management, enhance user experience, and streamline retirement planning.
/ 02
The Strategy
How might Principal offer a better investment experience for retirees to meet their retirement needs?
/ The Underlying Concept
A Customer-Centric Platform for Principal's Trading Lifecycle
実用最小限の製品
Design a customer-centric digital trading platform that enhances the quality and speed of Principal's trading lifecycle, offering an intuitive and seamless experience tailored to meet the diverse investment needs of existing customers.
/ 03
The Solution
Designing the MVP for the Digital Platform
/ Rapid MVP Ideation and Iteration
Collaborative Workshops
部門横断的な製品開発
I led collaborative workshops with key stakeholders and the cross-functional team to envision and design the platform's MVP. These workshops helped in quickly iterating on design ideas and establishing core user experience principles.
/ Rapid Prototyping & UX Audit
Shaping Customer Journeys
設計×評価×改善
Prototyping played a crucial role in defining customer journeys such as account creation, login, fund browsing, and redemption. UX audits further refined the user experience and writing.
/ Design System Adaptation
Scalable & Consistent UX
視覚的な言語を設定します
I adapted the Principal Design System to serve as a guiding framework for experience design and product development. This ensured consistency, scalability, and provided a single source of truth for designers and content writers.
/ Front-end Engineering Integration
Seamless Collaboration between Design & Engineering
開発プロセスを加速する
Once features were validated, I collaborated closely with the development team to implement the designs using the Principal Design System. This agile and craft-focused approach enabled efficient front-end web development, customization of UI components, and smooth collaboration between design and engineering teams.
/ 04
The Result
Driving Digital Adoption for Mutual Fund Investors
/ User-Friendly Fund Management Tool
Improved User Experience
UI・UX改善
The development of a comprehensive digital platform addressed the inefficiencies and user-unfriendliness of the existing processes.
The platform was designed with a focus on simplicity and ease of use, enhancing the overall user experience for individual investors managing their mutual funds for retirement.
/ Positive Client Acquisition
Increased Customer Satisfaction
顧客満足度の向上
By simplifying fund management and retirement planning processes, the platform offered a more knowledgeable and user-friendly experience for customers. This led to increased customer satisfaction and loyalty, positively impacting client acquisition and retention.
/ Channel Adoption
Increased Digital Adoption
競争優位を確保
The introduction of a dedicated digital platform for mutual fund management and retirement planning encouraged individual investors to adopt digital channels for their financial needs.
This shift towards digital adoption helped Principal stay competitive in the market and cater to the evolving preferences of its customers.
/ Brand Loyalty Strengthening
Enhanced Brand Image
企業価値を高
The successful implementation of the digital platform reinforced project's commitment to providing a superior customer experience.
This, in turn, enhanced the brand image and reputation of the company, making it a more attractive choice for potential investors.
/ 05
Credit