StashAway, a robo-advisor and wealth management platform, underwent a branding and redesign makeover in 2021. As a co-lead for research during the discovery phase, the goal was to assess users' investment knowledge, understand their decision-making processes, and identify key motivators, ensuring that these insights would inform the redesign of the website.
Disclaimer
The content on this page contains information that is subject to NDA with clients or stakeholders.
As a result, specific details and sensitive aspects of the project have been omitted or generalized.
Role
UX Researcher (Co-Lead)
Timeline
6 weeks for discovery phase
Project completion
2021
Approach
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User Research & Interviews: Conducted user interviews across Singapore, UAE, and Thailand to assess investment knowledge and behaviors.
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Persona Development: Created three primary personas to represent different archetypes in the selected markets
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Competitor Analysis: Benchmarked StashAway against competitors in various markets.
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Stakeholder workshops & Data Synthesis: Collaborated with internal teams to define priority messaging and content strategies.
Research Findings
Trust & Transparency: Users required clear explanations of investment methodology and performance metrics.
Content Strategy: Simplified investment concepts and tailored messages based on user familiarity with investing.
Decision Drivers: Investors relied on peer recommendations, perceived brand credibility, and risk-managed solutions.
Impact
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Refined website messaging to better align with user decision-making processes.
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Developed interactive content ideas to improve engagement and education.
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Improved conversion strategies by optimizing messaging on key landing pages.
Conclusion
Through the recommendations made during discovery phase, the design team developed the content strategy and design for StashAway's new website. By aligning the design and key messaging with investor needs, users were empowered to make informed financial decisions, further solidifying StashAway’s reputation as a trustworthy and accessible investment platform.
