Overview
As a UX/UI Designer at Teyk, a Hong Kong investment platform for first-time investors, I created a scalable design system to ensure consistency and guide the product team in design decisions. I also redesigned the mobile app to enhance usability, conducted user research, and developed marketing materials to boost brand recognition.
Problem and Opportunity
Teyk helps long-term savers grow their money with low entry fees, a focus on savings, and the only platform to charge fees when users profit from low-cost ETFs. Despite being a small startup with limited resources, Teyk operated as an SFC-licensed platform, actively executing trades. As the first designer, I played a key role in building the product from the ground up, creating a design system, adhering to preset brand guidelines, and ensuring the platform remained user-friendly while meeting business and regulatory requirements.
Wireframing
The team and I carefully evaluated and discussed element relativity and effectiveness at each user journey step. It was crucial to carefully consider every detail, as even one misplaced element could cause users to lose track of their experience. This was an ongoing process whenever I wanted to test new ideas.
User Journey
By mapping out the user journey with a focus on emotions and actions, I gained clarity on which elements to include and which to exclude. For instance, to address the persona's anxieties, I ensured the design provided reassurance and support throughout the experience, effectively minimizing their concerns.
Design System
I created a streamlined design system called Teyk Design System with specified tokens aligned with the code base, enhancing development efficiency. I provided monthly updates to stakeholders and the product team, noting that simplifying components, such as removing unnecessary tokens, reduced the token count by 50%, which clarified most of the team's questions.
Gathering Data (Mixpanel and UAT)
Mixpanel data and UAT sessions showed users struggled to navigate the basic plan page, leading to high drop-offs, low conversion rates, and a lengthy account opening process. It took a majority of users more than 6 clicks to get to the application page! We were aiming for 3 clicks max.
Rebuilding with data-driven design
Mixpanel data and initial feedback revealed users often dropped off or kept comparing plans on 'My Saving Plan', struggling to decide. This was a major pain point we had to resolve in order to achieve user acquisition goals.
The many versions of the My Saving Plan page. It's where users land upon registration and meant to be a non-committal financial planning playground for comparing plan end values. But it doesn't serve the purpose of pushing users down the funnel.
The Final Prototype
Key features included separating decision-making steps for clarity and removed the navigation bar since most pages were disabled. A smaller, less prominent option was provided for returning to the planning page.
Marketing Assets
Reflection
Overseeing the entire design evolution at Teyk was an incredible experience. I started out with limited knowledge on designing for development but grew to think within the scope and constraints of the product, adapting my approach for efficiency. Working in an agile methodology pushed me to work smarter, delegate tasks, and take the lead in presenting my ideas to stakeholders. Whether it was creating a design system from scratch, simplifying complex financial data, or optimizing user journeys, I learned how to balance user needs with business requirements while continuously improving my communication and leadership skills. Initially, I lacked experience in designing for development but quickly learned to navigate constraints and think within scope. Taking full ownership of the design, I crafted my own briefs and ensured every element aligned with our goals. This role allowed me to significantly influence the design process, from building a comprehensive design system to simplifying complex financial data. Working within an agile framework enhanced my efficiency, and I honed my skills in delegation, leading presentations, and communicating effectively with stakeholders. This journey not only improved my technical skills but also strengthened my leadership and project management capabilities.
