HSBC's mutual fund platform had a problem: our digital experience wasn't working for everyone. New investors felt overwhelmed by investment jargon, experienced investors found basic explanations frustrating, and many missed important warnings about risky portfolio concentrations.
I redesigned the experience to flex with each person's investing style. The platform now reads your comfort level and provides helpful insights exactly when they matter—whether you're making your first investment or managing a complex portfolio. Like having a savvy advisor who knows precisely when to offer guidance, the experience builds confidence while respecting your expertise.
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of HSBC.
As lead product designer, I:
Our mutual fund platform had plenty of information but wasn't delivering it when investors needed it most. This created problems for everyone:
First-time investors approaching the platform with a mix of curiosity and caution. They want guidance that builds confidence without overwhelming them with jargon. Their biggest concerns are making mistakes and not understanding investment basics.
I want to start investing, but there's so much terminology I don't understand. I need guidance that doesn't make me feel stupid for asking basic questions.
Self-directed clients with investment knowledge who value efficiency and control. They're quick to abandon experiences that feel like unnecessary hand-holding but still benefit from alerts about portfolio blind spots like concentration risk.
Don't waste my time with tutorials. I know what I'm doing—but I do want to know if there's something important about my portfolio that I might be missing.
The crucial bridge between digital and human guidance. Advisors needed tools that would help them identify at-risk portfolios, visualize concentration issues in client-friendly ways, and maintain consistent messaging across channels.
When clients come to me after using the app, we're often starting conversations from scratch. I need to see what they're seeing so we can have more productive discussions about their portfolio decisions.
To create truly effective guidance, I focused on what makes working with a great advisor so valuable. Our digital experience needed to respect investor control, deliver timely insights, speak like a human, and offer clear next steps. We'd succeed if investors made better decisions and took positive actions—not just if they clicked around more.
To create effective guidance, I mapped the complete investor journey through workshops with advisors and clients. Instead of building separate educational content, we identified exactly where investors naturally needed help.
This revealed six critical stages where personalized guidance would have the greatest impact—from initial awareness through portfolio management. The journey map below shows where investors like John (26, Engineer) faced the biggest barriers and how timely, relevant support could transform their experience.
Our research showed that investors need different types of guidance depending on where they are in their journey. I created a system that delivers help exactly when it's needed:
The beauty of this approach? Guidance feels like it's reading your mind—appearing right when you're wondering what to do next.
"Put your extra funds to work. Our robo-advisor makes investing your cash easy."
"It's never too early to start planning for retirement. Let our funds supplement your nest egg."
"Education costs can really add up. Get a head start by investing for future tuition."
"Times of volatility can generate opportunities. Connect with an advisor to discuss strategies."
"Idle cash loses value to inflation over time. Invest today to aim for higher returns."
"Invest regularly to grow your savings for the retirement lifestyle you want."
"Grow your education funds tax-efficiently. Explore our 529 college savings options."
"Have a long-term focus. Ride out market swings through diversification."
Our platform recognizes when you might need help and responds accordingly:
We built a seamless connection between digital tools and human advice:
The entire experience adapts based on your knowledge and behavior:
Everything works together to create an experience that feels remarkably human—providing support when you need it and stepping back when you don't.
Our solution transformed how investors interacted with their finances: 27% higher engagement, 41% action rate on risk alerts, and a 23% increase in regular contributions.
Beyond metrics, we saw a fundamental shift in behavior—more diversified portfolios, less panic selling, and more confident decision-making. The most valuable insight? Financial design isn't about having all the answers, but about asking the right questions at precisely the right moments when investors are ready to listen and act.
