Thence

Redesigning the investing experience for HNIs

The Context

  • User Interviews, Heuristic Analysis, Competitive Landscape

  • 3 weeks

  • Worked with one senior UX designer

I worked with Thence, a UX Design agency for a client, GoldenPi, a bond investment platform. The GoldenPi platform is utilized by users with a varying level of comfort with investing, for various purposes. We aimed to redesign aspects of the web experience to make it intuitive for all kinds of users. I conducted in-depth research to understand these user types, with a focus on High Net-worth Individuals (HNIs).

THE PROCESS

User Types

We identified and tried to understand the users of GoldenPi platform, and focused on the persona that was of highest value to the client - HNIs.

Unearthing each of their needs

  • • HNIs are driven by the fact that bonds grow at a higher rate than bank FDs. They have a lot of income to put into long term bond investments which eventually give high returns.

    • Bonds offer a lot of liquidity to bond investors - these investors can se such bonds in these markets at any point of time and recover their money.

  • • Retirees rely on the income generated by bonds & are able to predict income for later years with a greater degree of certainty. An investor who still has many years until retirement has plenty of time to make up for any losses from periods of decline in equities.

    • Older you get, lesser is the risk one is willing to take. Pension income, what one relies on ofter retirement, and most often than not, prohibits them from living the same lifestyle they lived before retiring.

  • • New investors believe parking money in the bank is a start, but it's not going to give you any return. With bonds, aspiring college students can predict their investment earnings and determine the amount they can have to contribute to accumulate their tuition by the time college starts.

  • • Bonds are generally seen as secure (safe) investments. Bonds are typically considered safer than equity. Government bonds are seen as nearlv risk free instruments. Therefore, the rate of return offered by government bonds is often considered risk free return this return is be used as a benchmark to assess returns offered by other financial instruments.

GoldenPi Website Audit

This is a snippet from the heuristic website audit of GoldenPi where we listed what was working well in the existing information architecture and visual design, and listed what we could improve in our redesign. This gave an in depth understanding of the navigation system and helped identify dead ends.

We went on to create refined information architecture for important flows. Owing to NDAs with Thence Co, outcomes and aspects of this project have been concealed. Drop me an email at juanitathota@gmail.com to discuss further details or to see where this research led us!