FINSIA: From onboarding to check-out and log out, I led the rebuild of a multi-layer platform (almost) from scratch
STRATEGYUX DISCOVERYCLIENT ENGAGEMENTUATDESIGN DIRECTION
I was sitting on the carpeted floor of my niece’s playroom while watching the New Year’s countdown on my work laptop, miles away from my team.
Most of the wireframe stage was done over the holiday across 3 timezones - US, HK, and Paris. It was a highly productive holiday with no overtime required from my team in HK.
I needed to fly back to Sydney to present these and there was no time to waste.
Client Goals
01
Bring back people’s trust on the brand by reintroducing them to the sole purpose of FINSIA, more importantly HOW FINSIA achieves this
02
Gain new members and retain existing ones by reminding them of the value of being a FINSIA member
UX Discovery
I created Customer Journey Maps and User Personas to provide the client a visual understanding on areas where their current site was failing to deliver.
These helped us get buy-in more effectively as the client understood exactly what we were working to improve to achieve their goals and why.
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Program Finder
Due to the complexity of FINSIA’s products, I formulated a Program Finder for a better onboarding user experience.
Although it was out of scope and required extra pages, I pitched the Program Finder to internal stakeholders as I believed it paved a way to generate sales for the client.
Incentivising the Member Dashboard for increased user engagement
The main goal was to ensure that once logged in, members will find related and important information, and incentivise to keep them coming back and engage with their dashboard.
I added Notifications, Latest News, and what they can do as a member to name a few.
4. 40. 176.
Good decision-making, early planning, and most importantly, team work, were our keys to success.
The company, by value, does not believe in working overtime unless absolutely necessary. I had 4 designers including myself, 40 hours and 176 pages. This meant each designer needed to design 1.1 pages per hour.
It was made possible by using components for section blocks. This system enabled us to finish 3 pages in 2 hours, with a few exceptions where pages needed customisation. I created a UI sheet that enlisted all the pages. Everyone was able to monitor this online so that we needn’t be together to get real time information.
It was probably the biggest challenge next to strategy. Good decision-making, early planning, and most importantly team work were our keys to success.
Responsive Design
The project received recognition and a blog entry written by the client.
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“The end result speaks for itself – an award-winning website with an intuitive UX and UI, that has made a valuable contribution to the look and feel of FINSIA’s professional brand.”
- Anita Poppi, Head of Corporate Affairs, FINSIA
With its new features and functionalities, along with a more streamlined integration with our SalesForce CRM, which is our single source of truth for all billing, events, and membership data. The new site also brings what was 3 platforms into a single website, so that our users can access everything from one single dashboard and jump off to other systems with SSO. It has taken the performance and look and feel of the website to another level which has received positive feedback from our staff and our members.
The 12-month end to end project was well managed by both the dedicated RHM and FINSIA project teams that ensured no matter how big or how difficult the task was in front of us, we worked collaboratively together as one team to work through the obstacles to meet the key milestones effectively. At times this involved some long days and technical challenges which was met with enthusiasm and a result driven mindset.
The end result speaks for itself – an award-winning website with an intuitive UX and UI, that has made a valuable contribution to the look and feel of FINSIA’s professional brand.”