Unit Trust
App Design
Project Overview
This project involved redesigning the unit trust interface for the Bank's mobile app. The goal was to enhance engagement and transactions in the unit trust market.
Role
UX and UI Designer
Type
Banking
Year
2019
Design Process
Research > Interview > User Stories > Flowchart > Wireframe > Design System > User Flow > Design Critique > UI Design
Challenge
The existing unit trust interface had complicated workflows with duplicated fund details throughout the app. This created a confusing user experience.
The transaction processes for activities like subscribing, switching or redeeming funds were complex with multiple steps. This made completing transactions frustrating for users.
The instructions and guidance provided to users as they navigated the app were unclear and lacked specificity. This resulted in confusion over how to perform certain actions.
Design flexibility was limited since the interface had to strictly adhere to the organization's branding guidelines. This restricted opportunities to enhance usability and the overall user experience.
The traditional interface design lacked a user-centred approach. It was not intuitive or easy to use, further complicated by poor navigation architecture. This presented barriers that discouraged engagement with unit trust services.
Guiding Question
How to better organise portfolio and funds comparison for clarity?
How to clearly identify each transaction stage to avoid confusion?
How to structure content for easier understanding by all users?
How to follow headquarters guidelines while standing out in the market?
How to design within integration limitations?
Project Management
We collaborated closely with internal stakeholders including the marketing manager, business analysts, developers, and the project manager. This ensured we had flexibility in our approach while meeting expectations. In our design process, wireframes were created using Sketch to lay out the visual hierarchy and develop a consistent design system. We also used Draw.io, an online diagramming software, to map out high-level user flowcharts exploring different usage scenarios.
The Solution
Through interviews with the business analyst, IT Manager, Marketing Manager, Operations Manager and Project Manager, we gained deep insights into the existing unit trust workflow. This informed the redesign of a more streamlined process. To better understand the competitive landscape, we conducted an analysis comparing the digital banking experiences of major players. This enabled us to identify best practices across solutions. Pain points were also uncovered which helped inform our redesign.
We redesigned the following key unit trust functions for the Bank: Risk Assessment, Fund Overview Management, and Portfolio Management. Redeem, Switch, and Subscribe Management functions were also redesigned. Additional functions like Fund Search, Fund Comparison, Instruction Status, and Transaction History Management saw improvements.
Basic sketches and wireframes were created to obtain early feedback from stakeholders on layout, structure and a visual hierarchy. This helped establish foundational design guidelines. By reframing the logistical workflows within the unit trust app using an agile methodology, we were able to flexibly incorporate the latest trends and feedback into its design. Our goal was to optimize how users subscribed to funds within a stable and user-friendly app environment. This aimed to attract and retain targeted clients for the unit trust offerings.
