Creating a better investment experience for Thai working millennials who have… [Read more]
Rookie is a smart investment learning app that helps Thai working millennials build confidence in the investment.
Rookie is a smart investment learning app aimed at Thai working millennials who want to gain investment knowledge sufficiently and start investing confidently for their wealth and future goals by providing you with essential investment knowledge, valuable investment experience, and personalised recommendations based on your personal data.
The app provides you with an online learning platform containing investment courses suitable for you, allows you to practise investing in a tournament as well as provides profile information displaying badges, trophies ranking, and win rate alongside with inside information summarising your trading behaviours to help you build your confidence in investing, uses AI as a smart assistant to provide you with personalised contents, recommendations, and investment guideline, encourages you by missions and rewards to keep learning and practising about investment, and leads you to start investing proudly and successfully in the real market within the app.
Investment is one important part of financial planning which should be planned and considered as keeping money in savings accounts in Thailand will return with average growth rate only 0.025-0.75% per year. Interestingly, investing in the stock or funds market is a distinct way to gain higher profit than that, but there is only 1.31% or around 210,000 of Thai working millennials investing in the stock market. The aim of this project was to better understand the current experience, pain points and emotional needs of Thai working millennials regarding investment in order to identify opportunities to design products or services for supporting them to start learning and investing earnestly in the stock or funds market for their wealth and future goals.
Participants were interviewed and did online activities during remote primary research sessions.
In the research stage, comprehensive primary research was conducted, including Semi-Structured Interviews to understand attitudes, opinions, thoughts, and perceptions regarding investment, Photo Studies to discover users' lifestyle activities, Directed Storytelling to recall users' investment experiences, Card Sorting to gain deeper insights into what users are currently doing and thinking about investment, Questionnaire to understand users' current financial status, investment style, and risk profiles, Diagram of Priorities to explore users' current future goals, Timeline Board to reveal users' desired future goals, Collage to express users' feelings, and Investing Game to understand and reflect users' beliefs, attitudes, and intended behaviours.
4 key insights regarding investment.
Data was analysed and synthesised utilising affinity mapping. Key insights included:
Lack of Investment Knowledge and Experience: users are lack of investment knowledge that makes them feel unconfident to start investing and do not have any investment experience, so they are not familiar with investment at all and not ready for investment.
Risks of Investment: users perceive that investment carries with high risks which make them feel fear to loss their money from an investment and then keeping money in products with low-risk low-return rate. Moreover, they are concerned about the risks of investment and do not know how much they could tolerate and accept the risks.
Procrastination on Investment: even users feel interested in investment, but it needed to learn much before start investing combined with reasons that they are too young and have enough time in the future to focus on it, so that leads them to still procrastinating on investment so far. Furthermore, users' friends and co-workers are the key factors to make them want to start investing earnestly, but because of many barriers of themselves such as lack of knowledge, time, interest, and risk profile, leading them not to start investing.
Suitable Investment Plan: based on different financial status, interest, lifestyle, capacity, and risk profile, users feel confused which investment plan is suitable for them and how to choose it. In addition, they do not have clear future financial goals as they just want to gain more money for wealth rather than keeping money in savings accounts with low-return interest rate and would spend their money based on what they need in the future.
A sample screen of lo-fidelity prototypes and hi-fidelity prototypes for testing.
Insights were turned into opportunity statements, and HMW questions were generated to address the problems. Moreover, many tools such as the future scan map, brainstorm cards, and then the tech and trends matrix were used to help me generate interesting ideas in terms of HMW statements.
Interesting concept ideas were initiated using crazy 8's tool and prioritised utilising the How Now Wow matrix. 3 co-design sessions with 3 users were conducted to help me generate more ideas and refine ideas to be chosen as an initial concept.
Later, the initial concept was initiated with key features, design principles, and user requirements. 2 co-design session with 2 users were conducted to help me finalise those stuff by using card sorting and the MoSCoW prioritisation method. A user journey map was also created to identify key digital touchpoints and user journeys within the app.
Paper prototypes, lo-fi prototypes, and hi-fi prototypes were created and experienced tested remotely with users respectively for each prototype forms using Marvel and InVision apps. A co-design session with an experienced investor was conducted for testing paper prototypes before moving for a better version of prototypes. Three design iterations were also conducted along with the testing phase since the first version of lo-fi prototypes created until hi-fi prototypes designed.
Finally, the final design concept was complete and ready to deliver.
I am a hardworking, energetic, and responsible person with a great passion for UX/UI design.
I come from Thailand and I have a first degree in Computer Engineering from Chulalongkorn University, Thailand. Before embarking the UXD MA, I have six years’ experience working in a business development position for a company in Thailand which focuses on a web/mobile application.
Through the duration of my degree, I have developed and learnt a lot regarding the design process, especially utilising user-centred design by keeping users at the centre of the ideation process and creating user-centred design products or services. I have strengths in data synthesis, co-design, wireframing, digital prototyping, and usability testing.
I am eager to be challenged to grow and improve myself in the area of UX/UI design to be a good designer. I would like to continue working in organisations where I can apply my knowledge, techniques, methods, and skills I have learnt from Loughborough Design School to benefit and impact users in order to make them get a better experience.
Creating a better investment experience for Thai working millennials who have no experience in investing.