SimplyFund is a digital investment platform by Hang Seng Bank that lets users start investing with just HKD 1. It offers guided fund selection, educational tools, and easy portfolio management, making fund investment simple and accessible for beginners.
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The previous version of SimplyFund still used an outdated design system.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:
The goal was to deliver a more modern, user-friendly platform while ensuring continuity and usability across both old and new functionalities.
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.
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:
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.
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.
The platform successfully made investing more approachable: