Principal TH
Making mutual funds simple — plan your finances with professional fund advisors, and adjust your strategy for any market condition
Company
CODEDIVA Company Limited
Client : Principal Asset Management Co. Ltd.
Industries
Finance
Role
UXUI designer
Date
2022-2023
Credit @principalTH : https://www.youtube.com/watch?v=YTULrF3uwxM
Intro & background
Principal Mutual Fund TH and Principal Provident Fund TH were originally developed as separate applications by Bambu, a digital wealth management solutions provider based in Singapore. Later, the Principal team partnered with a software house in Thailand to redesign and merge the two applications, with the goal of making them more user-friendly and practical.
Problem
Two separate apps (Mutual Fund & Provident Fund) created by Bambu (Singapore), leading to a fragmented and confusing user experience.
Solution
Principal partnered with a Thai software house to redesign and merge both apps into a single platform.
UX Focus
Deliver a seamless, consistent, and user-friendly experience.
Improve usability and practicality for daily financial tasks.
Mutual Fund and Provident Fund Workflow
Authentication: Every login triggers three mandatory checks—Biometrics, PDPA, and Suitability Test—to ensure all user data is up-to-date before proceeding.
User Segmentation: The system then categorizes users into four groups: New Users, MF-only, PVD-only, or those holding both accounts.
Tailored Transactions: Based on their profile, users are directed to specific actions: MF users can 'Buy, Sell, or Switch'; PVD users can manage plans or contribution rates; while New Users are routed to a secure Account Opening flow via NDID.
Summary: This ensures a secure, seamless, and personalized investment journey for every individual."
Usability Testing
Our Usability Testing involved 9 participants with diverse backgrounds in terms of gender, mobile OS, and an age range of 25–55, all holding at least a Bachelor’s degree. We tested core functionalities including App Setup, Onboarding, Suitability Test, Account Opening, and Fund Purchasing. The overall results were highly satisfactory; although some participants took longer on certain tasks, we achieved a 100% completion rate.
Participant General Background Overview
Task Completion Time (minutes)
KeyTakeaway
Because of the involvement of multiple third parties, my team and I had to spend entire days working closely with the Principal TH team to implement each feature. The financial system is highly complex, with many conditions that must be taken into account to ensure the application is both functional and user-centric. Through this process, I gained extensive knowledge in UX design, investment principles, and retirement planning.
In addition, usability testing provided my team and me with valuable insights into how the application could be improved and enhanced. This experience made me more attentive and significantly strengthened my skills in planning and anticipating the consequences of different flows as a UX/UI designer.