UOB Digital Wealth

The first self-serve path to retirement investing

About

Role: Product Designer for this specific project

Scope: Research • Concepts • UI • Testing • Localisation

Product: Wealth tab in TMRW app

Markets: Singapore (focus), Thailand, Indonesia

The starting point

What is Digital Wealth?

A new Wealth tab inside the TMRW banking app. Customers can buy, sell and track unit trusts themselves.

Hey Allan, most of our digital customers don't invest with us.

To invest at UOB, you had to:

  • Walk in a branch

  • Contact a Relationship Manager (RM)

  • Use the traditional web platform

Opportunity:

Capture 89% of all active UOB customers who currently does not invest

The users

Objectives

Digital wealth for every tier

Pain points of investing

We spoke to our Relationship Managers through workshops and focus groups to understand customer’s pain points as they talk to customers everyday.

Value proposition

Defining what “Digital wealth” will means with our stakeholders. As a designer, we make sure user’s pain points and perspective is in the room.

Scoping with my stakeholders

Defining what “Digital wealth” will means with our stakeholders. As a designer, we make sure user’s pain points and perspective is in the room.

User flow

The first draft for new investors. 12 steps, from the Wealth tab to tracking a goal.

User testing on wealth intro

Iterated through focus group testing and usability rounds. New users got an onboarding state introducing goal-setting before showing investment products.

Designing goal calculator

Using a combination of desk research, data, and competitor studies to design for the goal’s calculator.

What participants asked for (Parked for phase 2)


  • Investments outside of UOB


  • Key in a monthly retirement amount, and work backwards


  • Income


  • Debts and mortgages


  • One-stop shop to allow shares, equities, etc

Unit trust selector

How sometimes we can help users narrow selection down

Other considerations

UI

Align with the overall brand of the app

Localisation

Also designed for TMRW Thailand and Indonesia. Different colour schemes and different features maturity.

Outcomes