The Situation
Although FundRich Securities offers a responsive website, its initial design was optimised for desktop use. As mobile usage grew, users faced issues such as inefficient transaction flows and information overload. In response to increasing user feedback, the client asked us to create a brand-new app tailored specifically for mobile users.
Backstory
FundRich Securities is Taiwan's leading mutual fund platform. It boasts an average annual user growth of 9% and approximately 200,000 users who regularly visit the website to invest.
My Role
As the lead product designer, I drove end-to-end design and research, co-led product decisions, mentored a junior designer, and built a comprehensive design system with detailed guidelines to support the development team.
Project Scope
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1 Lead Product Designer, 1 Junior Product Designer, 1 Product Manager, 2 Engineers
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10 Months (Oct 2022 - Aug 2023)
FundRich Securities App
A Fresh, Intuitive Mutual Fund Management for Everyone
HMW transform a desktop-optimised experience into a mobile app that supports efficient investing for on-the-go users?
Addressing Mobile UX Issues Early with Stakeholders
I collaborated with our team PM and a product manager from FundRich Securities to identify and clarify key issues in the existing web design when used on mobile. This process helped us avoid carrying over the same problems into the new app. The main pain points included:
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Information overload – too much content presented at once, making it difficult for users to locate what they needed.
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Slow transaction processes – complicated steps that made completing a transaction frustrating.
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Poor notification support – users weren’t receiving timely updates or alerts unless they manually logged into the web platform.
39%
39% app adoption rate among the total user base within 3 months of launch.
100K+
total app users within the first 4 months of 2023.
27%
YoY growth in client fund assets
Success Metric
Competitive Analysis to Inform Feature Strategy
Before diving into design, I conducted a competitive analysis to identify features that could enhance the user experience. I focused on leading investment apps like Home Bank and Cathay United Bank, evaluating their strengths and weaknesses to inform the development of our app. Below are two key features that stood out: Fund Comparison and Investment Flow.
Home Bank - Intuitive Fund Comparison Flow
Functional icons create a welcoming interface that makes the app easier to understand and navigate, especially for beginner investors. The intuitive fund comparison help users, especially data seekers, make decisions efficiently.
Cathay United Bank - Seamless investment Flow
A clear visual hierarchy helps users find information efficiently. Seamless switching between fund companies and their funds reduces steps and saves time during the buying process. Additionally, customisable net worth fluctuation settings enable busy professionals to receive timely, personalised alerts.
Turning User Insights Into Actionable Personas
At the start of the project, stakeholders had differing views on user needs, making alignment challenging. To build a shared understanding, I created two user personas based on insights from 16 user interviews conducted by a third-party UX consultancy. These personas highlighted distinct investor profiles, helping the team align on user priorities and set clear metrics moving forward.
User Need Statement
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Passive Investor: Anna, a 28-year-old teacher focused on capital preservation, needs reliable and easy-to-understand information to confidently choose the best fund to invest in.
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Active Investor: Nien Jen, a 52-year-old sales manager with decades of fund investing experience, needs efficient access to consolidated, trustworthy market data and a streamlined transaction process to invest efficiently.
Clear Information Presentation
A clear visual hierarchy highlights essential data, supported by dynamic charts to help users make investment decisions efficiently.
Intuitive Transaction Process
Straightforward instructions and optimised form-filling processes enable users to complete transactions with clarity and confidence.
Customisable Notification Setting
Personalised notification settings allow busy users to monitor their investments in a timely and convenient manner.
Consistent Brand Identity
The app design system retains the website’s visual language to reinforce familiarity and strengthen user trust in the brand.
Design Goal
Leveraging insights from the research above, my goal was to design an investment app that is clear, intuitive, and easy to operate for investors. Here are the four main design directions that guided the solution:
Meet the Design Goal – Clear Information Presentation
Using the Fund Comparison feature as an example, I prioritised key information and standardised the CTA hierarchy to improve usability;
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On the fund list cards, I made space for essential data such as price, day change, and fund size. I also redesigned the bottom sheet layout using the Z-pattern reading principle to support intuitive content scanning.
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On the fund comparison page, I standardised the placement of icon buttons in the top-right corner to ensure a consistent experience across the app. I also made key CTAs sticky at the bottom of the screen, making them easier to access on mobile.
Meet the Design Goal – Intuitive Transaction Process
On the Fund Subscription Steps, my focus was on fostering confident and efficient investment;
To achieve this, I first introduced a progress bar to reduce user uncertainty about upcoming steps and a multi-select function to eliminate repetitive checkout. Second, for deduction settings, I replaced the dropdown menu with tabs for efficient currency switching and added intuitive +/- buttons next to the text input for error-free value adjustments.
Meet the Design Goal - Flexible Notification Setting
I applied preset percentages of 5%, 15%, and 20% beside the inputs. This allows busy professionals to efficiently manage their settings on mobile.
Meet the Design Goal - Consistent Brand Identity
At this stage, the boards had different opinions on the visuals, debating whether to preserve the established brand identity to maintain trust with existing users, or introduce a trendy dark mode to appeal to younger investors. To bridge these perspectives and move the design forward, I presented three distinct visual styles:
Style A - Light Theme
To keep the brand trust, I focused on prioritising brand recognition for this version. Using the existing website's elements to ensure a smooth user experience.
Style B - Dark Theme
Even though this version was designed to meet the board's needs, I used the brand’s purple as the primary colour to maintain the brand identity.
Style C - Young Theme
This was my solution approach to balance brand recognition with younger user appeal. I incorporated trendy elements such as rounded corners, gradients, and vivid colour palettes to create a lively and engaging interface.
Following the presentation, the stakeholders favoured my suggestion, Style C, the most. This style highlighting the importance of maintaining brand identity while addressing market demands.
From Initial Wireframes to Aligned Design Solutions
During the design development phase, I collaborated closely with Userxper, a third-party UX consultancy. Building on the initial wireframes they provided, I identified areas for improvement and actively proposed enhancements to better align with our design goals. Below are several key examples:
Intuitive Transaction Experience Boosts Beginner's Confidence
The fund transaction process features a step-by-step progress bar and clear CTAs, creating a streamlined and reassuring experience for first-time investors.
Other Projects
Design Handoff
Work Closely with Engineers to Validate the Design
I collaborated closely with engineers through weekly design demos and occasional side-by-side sessions to ensure accurate implementation.
Design the App Guidebook with Detailed Instructions
As for the clients. I designed the App guidebook with detailed instructions includes step-by-step guides, explanations of features and functionalities, and other relevant information to help users navigate and utilise the app efficiently.
Customisable Notifications Improve Monitoring for Busy Users
The new net worth fluctuation setting allows users to set notifications through preset options or customisable values, enabling busy users to efficiently manage and monitor their investments.
Brand Consistency that Builds Trust
The new scalable design system ensures brand recognition and maintainability, significantly reducing development time for updated features by 30%.
Since its launch in November 2023, the FRS App has achieved remarkable milestones, including a mobile app adoption rate of 39% among its total users within 3 months of launch. I have been actively involved in the app's ongoing optimisation, and my next focus is designing the highly-requested 'buying at low prices' feature based on valuable customer feedback.
Next Step
Our Services
Final Design
Clear Information Presentation Makes Comparison Easy
An intuitive fund comparison process features clear CTAs, parallel layouts, distinct colour coding, and interactive charts, helping users efficiently identify the fund that best suits their needs.
Key Takeaways
Don’t be afraid to challenge the status quo
In this project, I had the opportunity to work with an excellent third-party UX consultancy that provided initial wireframes. Building upon these initial wireframes, I actively proposed improvements to enhance the overall user experience. However, we occasionally faced disagreements, especially concerning user experience optimisation. In that case, I presented the results of user testing with a low-fidelity prototype, using evidence from both perspectives to persuade them to accept my suggestions. This approach showed my ability to clearly articulate issues and building consensus even when people disagreed.
As the lead designer of this project, I supervised a junior designer, ensuring that the design quality met the standards and deadlines. Supporting designers with less experience not only enhanced my leadership capabilities but also helped me gain new perspectives and challenge my thinking.
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Helping others helps me grow too
Solutions Quick Peek
The new app offers clear information and intuitive navigation, along with efficient notification support to facilitate users’ investment decisions. Its impact on user confidence is reflected in the following success metrics.
