Digital Bank
Fund Purchase

Seamless cross-device integration for a consistent and user-friendly online banking experience.

| 1 | What is Digital Bank | 2 | Design guideline | 3 | Travel Insurance | 4 | Fund Purchase

Fund Purchase

# Personal Contributions

1- Testing the shopping cart can prevent duplicate orders.

2- Enhance cross-selling and asset integration capabilities.

3- Lower subscription costs and lighten workload.

4- Optimizing marketing with data collection

Introduction

Traditional fund purchase used cumbersome single-order processes, increasing workloads for investors and banks. With e-commerce trends favoring one-stop, batch ordering, banks face pressure from online platforms and fees. To improve efficiency, reduce costs, and meet digital-savvy users’ expectations, management plans to adopt a “shopping cart” model to enhance user experience and competitiveness.

Persona Definitions

Old fund purchase were slowed by long searches and repetitive orders, causing delays and payment failures. These issues increased user frustration and customer service work. A shopping cart model consolidates orders, reduces steps, and simplifies payments, improving efficiency and user experience.

Persona

Fund investors can be grouped by lifestyle and investment habits: Mobile Traders seek fast, real-time actions via mobile for short-term gains. Strategic Planners prefer laptops, value in-depth research and long-term planning. Family Investors focus on financial security, managing funds with family at home. Understanding these segments helps tailor interfaces and features to match their needs.

Grace

Product Manager

Strategic Planner

Basic

Age

32 years old

Job

Product Manager

Investment Experience

8 years

Location

Taipei,TAIWAN

Work background

A product manager at a tech company who frequently collaborates remotely and writes product specs; researches funds during lunch breaks and weekends for asset allocation.

Asset allocation

Two-handed operation

Primarily laptop

Risk diversification

Work background

# Build a diversified fund portfolio to achieve mid-to-long-term financial goals

# Effectively monitor fund performance, risks, and allocation ratios

# Require visual tools to support investment decisions and rebalancing

# Prefer transparent, systemized subscription flows and data presentation

Pain points

＃Fund information is scattered, making comparison and analysis inefficient

#Lacks intuitive tools for asset allocation simulation — users rely on manual Excel work

#Complex multi-order subscription flow may lead to missed rebalancing opportunities

Amelia

Art Dealer

Mobile Traders

Basic

Age

35 years old

Job

Art Dealer

Investment Experience

12 years

Location

Taipei,TAIWAN

Work background

Engaged in art dealing with a mobile work environment, frequently moving between galleries, exhibitions, and clients. Uses commute, waiting times, and lunch breaks to check fund information and make subscription transactions.

Real-time alerts

One-handedoperation

Primarily mobile

Quick checkout

Goals and needs

# Seize short-term market opportunities, complete fund operations quickly

# Monitor NAV and momentum anytime

# Fast interface and streamlined process

# Set alerts for key fluctuations and deadlines

# Provide popular fund rankings and quick topic tags

Pain points

＃ Mostly operate on the go, limited by network and device size

＃ Difficult to quickly compare multiple fund info and risks

＃ Too many steps may cause interruptions or delayed subscriptions

Eson

Retired Civil Servant

Family Investors

Basic

Age

52 years old

Job

Retired civil servant

Investment Experience

23 years old

Location

Taipei,TAIWAN

Work background

A legal civil servant with a fixed work schedule and regular lifestyle. Uses a computer at home during free time and weekends to monitor fund progress and review asset allocation and goals together with their spouse.

Stable investment

Primarily desktop

Secondary tablet support

Two-handed operation

Goals and needs

# Steady growth to secure retirement and children’s education funds

# Track long-term returns and financial goal progress

# Fast interface and streamlined process

# Simple, clear processes suitable for family use

# Visualize assets and NAV changes with charts

Pain points

＃ Sensitive to NAV and unit changes in non–same-day subscriptions

＃ Lack of family co-management or joint account features

＃ Unfamiliar with investment terms, requiring more guidance and explanations

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Solution

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Solution

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Conclude

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Cart Subscription Info Design

We conducted research and interviews on the information presented in the fund subscription cart, focusing on the clarity of key information and the readability of content as primary evaluation criteria.