design case study

Designing a 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 corporate privacy reasons. Certain information reflects personal opinions/preference and may or may not represent actual decisions or implementation

Additiv

additiv.com ↗

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.

Problems hindering market growth

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.

Business goal

In response to these challenges, we're developing a wealth management service that serves two purposes: making investing easy for end-users while enabling businesses to seamlessly build investment features to their customer.

what we solve

Go to market faster

We aim to have plug-and-play solution that lets companies launch investment services quickly and efficiently by integrates smoothly into existing systems, eliminating complex development cycles and minimizing operational changes.

Flexibility

Every feature is designed as an independent module, giving businesses the freedom to choose what they need.

Modularity

The solution should offer modular flexibility to cover various business needs. The interface friendly to newcomers while also 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.

User journey mapping

End user customer app

Investment with goal