FundRich Securities App
A Fresh, Intuitive Mutual Fund Management for Everyone
Client
FundRich Securities
Timeline
10 Months (Mar 2023 - Jan 2024)
Team
1 Product Manager
1 Lead Product Designer
1 Junior Product Designer
2 Engineers (IOS & Android)
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.
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.
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.
The new app offers clear information and intuitive investment flows, along with efficient notification support to facilitate users’ investment decisions. Its impact on user confidence is reflected in the following success metrics.
The new app design focuses on clarity, confidence, and consistency. By presenting information more clearly, simplifying transactions, and adding flexible notification controls, users can compare options, take action, and monitor performance with ease. A consistent design system across mobile and web further strengthens trust, helping both new and busy users manage their investments more confidently and efficiently.
Clear Information Presentation Makes Comparison Easy
Intuitive Transaction Experience Boosts Beginner's Confidence
Customisable Notifications Improve Monitoring for Busy User
Consistent Brand Experience Across Mobile and Web to Build User Trust
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.
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.
Customisable Notifications Improve Monitoring for Busy User
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.
Consistent Brand Experience Across Mobile and Web to Build User Trust
The new scalable design system ensures brand recognition and maintainability, significantly reducing development time for updated features by 20%.
Don’t Be Afraid To Challenge The Status Quo
In this project, I collaborated with a strong third party UX consultancy that delivered the initial wireframes. Building on their work, I proposed improvements to further enhance the overall user experience. When disagreements arose, particularly around UX optimisation, I conducted lightweight user testing and presented evidence from both perspectives to support my recommendations. This approach demonstrated my ability to clearly articulate design issues and build consensus when opinions differed.
Helping Others Helps Me Grow Too
As the lead designer on this project, I supervised a junior designer, ensuring design quality met established standards and deadlines. This improved the team’s productivity while strengthening my leadership skills and broadening my perspective.