How can we build an Advisor-led wealth management platform to bring personalised experience for global HNIs and UHNIs?
Keenai Wealth operates in a high-stakes investment space where trust and credibility are critical. Knowing that the competitors had an edge over us in those terms but also keeping in mind our strengths, Keenai Wealth wanted to build a platform that centred around the advisor-client relationship.
PROJECT OVERVIEW
We conducted end-to-end design for Keenai Wealth, from from understanding users and the competitive landscape to shaping the product, visual, and motion language.
User Research & Competitive Analysis: Conducted qualitative interviews with 7 users across user segments, reviewed 7 competing platforms to understand their first investment journeys and 10 platforms for visual design research.
Product Strategy: Facilitated cross-functional workshops between Product, Tech and Design to understand constraints and capabilities, prioritize goals and build accordingly.
Product Design: Used low-fidelity designs iteratively, prototypes, user testing, high-fidelity designs and a reusable component system across devices to build 4 modules for the MVP in 6 months.
Visual Design: Tested 5 products to finally build an AI workflow to create consistent brand visuals, easy enough to be handovered to non-designers.
Motion Design Leadership: Led and coordinated motion design consultants, providing visual design guidance and maintaining consistency across deliverables.
Most competitors couldn’t achieve the balance of exclusivity and simplicity that we aimed for.
Even though our problem statement might’ve been different from our competitors, research helped us borrow solutions instead of reinventing the wheel.
LEARNING FROM COMPETITORS
We marked the pros and cons and learned from competitors' onboarding flows.
Competitors' audit informed our own Onboarding Flow.
Despite differing experiences, most interviewees shared that they were looking for assurance, more than options. This insight (and others) shaped our early assumptions and helped us design for user confidence.
Workshops with Product & Engineering helped align on scope of problems, business perspective, tech capabilities and constraints, and set clear priorities early on.
Why > How
Tools and processes can be learnt, ‘why’ needs deeper thought.
Storytelling
Stories make decision-making easier for stakeholders (just like for users).
