Challenge
SimplyFund is an established investment product by Hang Seng Bank. In this project, we were tasked with a major upgrade that combined both product enhancement and marketing strategy. A key initiative was introducing a “HKD $1 investment” feature to lower the barrier for entry and attract first-time investors.
Beyond the new offering, the entire user interface and experience (UI/UX) needed a revamp to make the product more approachable and intuitive.
The previous version of SimplyFund still used an outdated design system. As part of the redesign, we had to:
Analyze and retain core existing functions,
Integrate new features proposed by the Product Owner,
Apply the updated UI guidelines provided by the visual design team.
The goal was to deliver a more modern, user-friendly platform while ensuring continuity and usability across both old and new functionalities.
The Direction & Solution
Design Direction
From ideation to delivery, I was responsible for crafting high-fidelity mockups based on the project brief. Throughout the process, I closely referenced past revamp projects and adhered to the design library to ensure visual and functional consistency across Hang Seng Bank’s product ecosystem.
To maintain a consistent user experience, I reused components from the existing design system whenever possible. However, when usability or clarity called for a different approach—such as more effective data visualization—I collaborated with the Core team to propose and design new components that better met user needs.
A key requirement for this project was pixel-perfect accuracy. In a large-scale banking environment where multiple teams are involved, precision helps prevent misalignment and reduces unnecessary communication loops during development.
To support this, I paid close attention to design details and created thorough documentation. This included clear notes, rationale for design decisions, and visual references to ensure smooth communication with developers, the Product Owner, and Business Analyst during handoff and implementation.
User Flow Overview
The SimplyFund revamp covered the full end-to-end user journey—from onboarding to fund management. We focused on optimizing eight key user flows to create a seamless and intuitive investment experience:
Newcomer Onboarding
Fund Overview
Fund Selection List
Order Status
Transaction History
Fees and Payment Summary
Subscribe to Fund – Happy/Unhappy Flow
Redeem Fund
Highlight User Flow —— Subscribe to Fund
This flow covers the full subscription journey—from selecting a fund to completing the order. It supports multiple scenarios, including cut-off times, risk mismatches, and account selection.
Happy path demonstration
Key focus areas were ensuring a smooth user experience, clear error handling, and compliance with regulatory steps like offering document acknowledgment. The final design balances usability with financial accuracy and system limitations.
Happy Path:
All validations pass ➝ User confirms ➝ Success acknowledgment screen is shown.Cut-off Time Flow:
If the order is placed outside of trading hours, a note appears to inform the user.Risk Mismatch Flow:
If the selected fund’s risk level exceeds the user's risk profile, a warning is triggered.Multi-account Options:
Allows fund subscription from different eligible accounts.Error Handling (Unhappy Flows):
Includes input errors (e.g., invalid amount), subscription blocks (e.g., pay-in not supported), or system messages.
The Result
The platform successfully made investing more approachable:
Increased engagement from first-time investors.
Users reported higher confidence in fund selection due to educational tools and intuitive interface.
SimplyFund positioned Hang Seng Bank as a digitally forward, customer-focused institution in the investment space.
This case demonstrates the power of user-centered design in breaking down complex financial products into accessible, everyday tools.