Syfe is a digital wealth manager built for investors who expect more – greater transparency, smarter portfolios, and better investment outcomes. They combine leading investment strategies with cutting-edge technology to help you grow your wealth. And unlike traditional investment management, there are no high fees or hidden costs involved.

The Problem

Syfe is an automated wealth manager for Singapore that helps people invest money smartly. To understand whether people understand how Syfe works and calculate their willingness to use the page or talk to someone about it.

My Role

User Research, User Interviews, Persona Creation, User Journey, Information Architecture, User App Flow, Wireframes, Visual Designs and User Testing


We wanted to be a solution for people, to help them invest. To bring service to everyone that was till now reserved for a privileged few, who could afford it.

Business Objective

Onboard new users and get them to invest

UX Objective

• Make platform persuasive, to encourage users to invest 

• Build user’s trust in the platform  

• Users should be able to quickly and easily onboard on the platform  (Automated onboarding process)


Based on the research found in the discovery period of the project, these personas were created. Designing for Joel and Juan helped in making informed design decisions as we always had these users in mind.

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Problem and constraints

Before we started thinking of all the features we wanted to offer and the overall UX of our product we conducted some user interviews.

Some of our interviews for the stakeholders included Top Management from our company, while for user interviews we invited some users who were using competitor products as well as potential ones to gain a better understanding of the problem. These are some key takeaways from those interviews:

Key Insights – Stakeholder Interviews

  • Build Brand
  • Get users to onboard
  • Get users to invest

Key Insights – User Interviews

  • Understanding what Syfe does was difficult leading to less people ready to try
  • There is an increased fear of users losing their money
  • The form filling process during on-boarding seemed like an endless process and did not match users mental model.


Keeping Joel and Juan in mind, we mapped their behavioral flow. We then created a content map, to give meaning to the defined features, and a site map to organise the pages, information, and navigation of the platform. Understanding their decision making and the tasks he performs allowed us to brainstorm the necessary features and opportunities required for Joel and Juan to successfully navigate through the platform.

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Sketches and Wireframes

User Testing

We tested our wireframes against key tasks with our Invision prototype. This helped us identify user frustrations we needed to address so we could improve our designs.

Based on the feedback received we then went back to the drawing board to adjust key task flows accordingly.

Next step – How do we decide on the visual design route to take to create our website?

We created 3 visual themes. We wanted to test with our users which theme resonates with them.

The methodology


This test involves 3 steps

  1. Top of mind association
  2. Association when prompted
  3. Comparative choice

Round – 2 

The methodology –  Analytical Hierarchy Process

Basis of the previous round we came down to 2 designs, we further created 2 new identities basis these 2 designs.

To understand which design identity (colours, imagery, fonts) invokes desired emotions for Syfe. For round 2 we decided to use the Analytic hierarchy process (AHP) which is a structured technique for organizing and analyzing complex decisions, based on mathematics and psychology.

First, we got users to compare and rate parameters to better understand the ratio of importance.

Then, we showed them two design identities to compare and rate on each parameter on a scale of 1 to 10.

We had a tie and we saw that trust was more important and that cannot be bought.