UOB's first self-serve digital wealth platform
Designed for 1M+ UOB customers with no digital path to invest.
My role
Main Designer • Journey Mapping • End-to-end UI Flows
Collaborated with product and business stakeholders across a 12-month engagement.
Objectives
Problem: Wealth products at UOB were RM-gated, most customers had to visit a branch or speak to an advisor to invest.
Over 85% of UOB Mighty's wealth-segment customers had no digital investment holdings. The goal was to change that.
How I framed the problem
We mapped problems across the full customer lifecycle → from pre-login to re-engagement, to avoid designing only for the happy path.
Research insights
Desk research surfaced 6 themes that shaped our design principles.
Proposition discussion
Before designing, we workshopped four product propositions with stakeholders to align on direction.
Who we designed for
We prioritised "Family Freddy", mid-30s, existing UOB customer, stability-driven as the primary persona for Phase 1.
Journey architecture
We prioritised "Family Freddy", mid-30s, existing UOB customer, stability-driven as the primary persona for Phase 1.
Journey designs
Designed for two distinct states. New users with no wealth holdings, and existing customers with assets but no digital access.
For UOB wealth, we need to cater for new users as well as existing users who have onboard with UOB for long time before digitalisation.
Iterations from internal testing
Iterated through focus group testing and usability rounds. New users got an onboarding state introducing goal-setting before showing investment products.
Other key considerations
Outcome
The features designed in this project. Goal setting, consolidated portfolio view, and self-serve unit trust investing — shipped as Wealth on UOB TMRW, UOB's current digital wealth platform across ASEAN.
At the start of the project, over 85% of wealth-segment Mighty customers had no digital investment holdings. This product was built to change that.
