Funding Societies
Redesigning the investment monitoring experience
This project is a redesign idea pitch for Funding Societies, Southeast Asia’s largest peer-to-peer lending platform.
Overview
PROBLEM
The current design has a lot of information and analytics that can be confusing to investors.
OBJECTIVE
Redesign the investor portfolio webpage to help the investors track and monitor their portfolio performance more intuitively.
TARGET USERS
Funding Societies’ investors, who monitor and track the performance of their investment portfolio.
CLIENT
Funding Societies
MY ROLE
Design Lead
UX Researcher
UI Designer
TOOL USED
Figma
Mural
TIMELINE
3 Weeks
The Redesigned Outcome
The highlights of the redesign project are summarised below
Intuitive Dashboard Overview
Existing
Data displayed are dull and one dimensional
Investors did not fully understand the complicated & confusing terms shown on the dashboard
Investors were unsure of what does the figures comprises of and how are the figures are being computed
Redesign
Visual graphics to allow for easy understanding of complex relationships within the data
Help tooltips beside the terms to explain the definition of displayed terms when investors hover on it
Breakdown of aggregated data with clear indication of its’ component parts
Easy Comparison of Expected & Actual Returns
Existing
Expected and actual returns are displayed in 2 separate views
Difficult to perform side by side comparison
Toggling between the 2 tabs poses awkward interaction for the investors
Redesign
Toggle switch to enable display of expected return beside the actual return for ease of comparison in a single view
Repayment Schedule
Existing
Calendar section took up large real estate and does not show additional useful insights of the repayments
Does not show detail repayment breakdown from different loans of the upcoming months
Redesign
Includes the status of the ongoing invested loans for the month & the remaining tenor for individual loans
Detailed repayment breakdown of repayment schedule such as the number of invested loans, expected repayment, and schedule for upcoming months
UX Strategy
As the design lead for this project, I formulated the UX strategy based on the project objective, timeline and constraints, and delegate the respective design tasks to my team.
User Research
To better understand the investors’ pain points and needs, we did a user research synthesis with the existing research findings done by the Funding Societies’ Product Design Team. This enables us to get up to speed with the domain. However, the existing research findings were not comprehensive enough. I decided to conduct user interviews with actual investors for a deeper dive into user research. Unfortunately, we were not given access to the actual investors, so I proposed to conduct stakeholder interviews with the customer experience team as the next best replacement for user research. This is because the customer experience team engages the actual investors on a daily basis and have a good understanding of the investors’ pain points and needs.
Our research goals include:
1. Understand investors’ pain points with the investor portfolio page
2. Identify redesign opportunities for investor portfolio page
3. Uncover investors’ objectives of using the investor portfolio page
Investor Objectives
From the user research sessions, we concluded the following are the objectives that investors have in mind while using the investor portfolio webpage.
Heuristic Evaluation
Running parallel with the user research activities, we did a heuristic evaluation on the existing investor portfolio webpage to identify usability problems, ideate for solutions and ranked their severity level based on our usability judgement.
Identifying the Content Gaps
With the user research findings, we uncover that there is missing information that investors seek that is not available in the current investor portfolio webpage. Keeping the investors' objectives in mind, we did a content map to uncover the content gaps that currently exist.
Feature Prioritisation
With the identified problems, we came up with proposed solutions from our ideation. Given the limited timeline, I see the need to manage the scope of the project and prioritised the problems before we start our redesign. Therefore, I engaged the product design lead and product manager from Funding Societies to rank each problem in terms of their customer & business value, and the level of effort needed to implement the proposed solutions. These features, primarily those with high customer value, form the baseline of our redesign.
Redesign Development
To kickstart the redesign process, I separated the investor portfolio page into 8 main components and delegated the redesign of each component among the team for us to look into their redesign respectively.
Redesign Principles
In our redesign, we want..
The investor portfolio page to be user friendly for everyone regardless of their financial literacy
To provide clear information and reduce ambiguity on the content displayed
To showcase only meaningful data that are relevant for investors
To provide a familiar experience for investors whereby our redesign outcome is aligned to the FS design system and the rest of the website
Design Iterations & Reviews
In total, we did 3 round of design iterations. After each design iteration, we conducted a design review session with the relevant stakeholders to review our in-progress design to ensure we are on the right trajectory with the project objectives, gather feedbacks and uncover improvement opportunities of our design.
With the inputs from the design review sessions, we arrived at our final redesign.
The following is the detailed view of our final redesign and summary of our rationale for each redesign component.
Try the new & enhanced Investor Portfolio
Reflections
The most challenging part of the project is for the team to get up to speed with the niche digital financing domain. In the initial stage, we spent the first few days of the project on literature reviews and stakeholder engagement to understand the company’s business model, products and the financial terms used. This was very important as it allows us to have a strong understanding of what investors see and experience, such that we could make better design decisions.
Another takeaway from this project is that communication is key to project success. I have established a recurring progress update session with the client’s point of contact throughout the project duration. It enables the team to update the client on the project progress, and gather feedback on our redesign direction. This helps to ensure our design direction is aligned to the client’s business value and goals.
Client Testimonials
“The redesign provides a more granular view of certain key information and enhances the overview page for investors to quickly understand their portfolio performance. The added care element in the design to make it as intuitive and as self-serving as possible. It would greatly benefit us by reducing traffic from investor query which translates to time and cost savings.
- Koh Kai Xiang, Customer Experience Manager”
“What I appreciated most was that the team were able to adjust to changes quickly and figure out feasible solutions under constraints!
In this 3-week project, they were keen on feedback and engaged with our internal team proactively. At the end, the results were solid. They uncovered user insights and recommendations with clear rationales, which allow us to leverage easily in the future. We were all pleased with the results. Such a great time working with them.
- Anna Lin, Senior Product Designer”