UOB Digital Wealth

The first self-serve path to retirement investing

Role: Product Designer for this specific project

Scope: Research • Concepts • UI • Testing • Localisation

Product: Wealth tab in TMRW app

Markets: Singapore (focus), Thailand, Indonesia

1/ 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. A unit trust is the same thing as a mutual fund: you put money in a pool, a fund manager invests it for you.

Think of it as having an RM in your pocket.

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

89% of all active UOB customers does not invest

The users

Objectives

Digital wealth for every tier

Pain

Before designing, we workshopped to look at omni-channel and 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.

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.