Designing wealth management service for the emerging market
ROLE
Lead UX/UI Designer
RESPONSIBILITY
Market research, UX & UI design, project management
PROJECT TYPE
Product Design
OWNERSHIP
Additiv
Disclaimer: Some information in this case study have been slightly altered for privacy reasons. Certain information reflects personal opinions and may or may not represent actual decisions or implementation.
Additiv
Additiv is a Switzerland-based fintech company, one of the leader in wealth management platforms. Additiv provides a single, unified platform for end-to-end wealth, banking, credit and insurance propositions. In 2023 Additiv want to introducing a wealth management service tailored to the region’s growing market.
Background
The Rising Tide of New Investors
Southeast Asia's investment landscape is undergoing a remarkable transformation since COVID. Across emerging markets like Indonesia, Philippines, and Malaysia, a new generation of investors is emerging – accounting for an unprecedented 80% of the market
Understanding the Landscape
However, this promising growth comes with its own set of challenges. Our research reveals three critical barriers shaping the market:
1. Complexity
New investors often struggle to navigate the overwhelming variety of investment options. The sheer variety of investment options, combined with limited financial literacy, leaves many hesitating starting of their investment journey.
2. The Technology Gap
Designing, developing, and maintaining fintech products is both resource-intensive and costly. As a result, many companies opt to collaborate with established fintech providers to offer investment services to their customers.
3. Security Concerns
Customers remain cautious about trusting startups and non-traditional financial institutions with their money. Our research shows that customers, particularly in emerging markets, still using traditional banks for their investments. Even tough there is shifting positive trend in recent years.
Problem: How might we simplifying wealth creation?
In response to these challenges, we're developing a wealth management system that serves two purposes: making investing easy for end-users while enabling businesses to seamlessly integrate investment services into their offerings.
Design Principle
Faster go to market
We aim to have plug-and-play solution that lets companies launch investment services quickly and efficiently. Our platform integrates smoothly into existing systems, eliminating complex development cycles and minimizing operational changes.
Modular
Every feature and design is made as an independent module, giving businesses the freedom to choose what they need.
Inclusive
The solution should offer flexibility to cover various business case. The interface also friendly to newcomers with clear guidance while offering advanced capabilities for experienced users.
Design process
Deep Market Understanding
We conducted research into investment landscape in Indonesia and the Philippines. Our research focused on common investment practices and regulatory frameworks, ensuring our solution would be both practical and compliant.
Identifying Additiv Platform Capabilities
We do analysis of our platform's capabilities, aligned our technological strengths with business case and regulatory requirements.
User-Centric Design
Our development process started with detailed user journey mapping. Through collaborative sessions across teams, we mapped out every touchpoint of the user experience, creating a comprehensive blueprint for our design and prototyping phases.
Strategic Implementation
We established a project framework by doing:
• Feature prioritization based on user needs and market demands.
• Defining a clear timeline.
• Building design system.
• Engaging key stakeholders in the development.
