Designing SaaS Platform (FinTech)
Finance SaaS for RMs and clients with risk profiling, asset allocation, dashboards, and goal tracking—built for seamless, intuitive, efficient UX.
App name / Client
OneDigital
My Role
UI/UX Designer
Industry
Fintech
Platform
Saas (B2B)
Overview
This finance SaaS platform is built to support Relationship Managers (RMs) and clients by offering an integrated financial planning experience. Core features include login authentication, risk profiling, asset allocation, investment dashboards, and financial goal tracking. Our UX goal was to create a seamless, intuitive interface while increasing user satisfaction and efficiency.
Road Map
Research Methodology
User Interviews
Sample Size: 50 participants (30 clients, 20 RMs)
Duration: 4 weeks
Methods: One To One, Remote interviews (Zoom), contextual inquiry (on platform),
follow-up surveys.
Participant Goals
RMs: Faster client onboarding, clear portfolio visualization, fewer support tickets.
Clients: Easy goal tracking, personalized investment suggestions, simplified dashboards.
User Stories
"I check client activities, follow up with alerts, and suggest rebalancing. But the data isn't always in one place—it's a lot of switching tabs."
"The risk profiling tool is too long, so many clients abandon it. Also, sending product options one-by-one is time-consuming."
"I use the model portfolios, but they aren't always aligned with the client’s goals. It’d help if the system auto-suggested based on client behavior."
"Not completely. I wish the dashboard showed whether a client’s goals were progressing or stagnating."
"A smart alert system that tells me when a client might churn or is inactive for too long."
"The dashboard feels very cluttered. I don’t know where to start. Also, uploading my CAS statement is slow and fails sometimes."
"Not really. The performance graph is there, but it’s too technical. I just want a simple green or red indicator for gains/losses."
User Personas
"Something that explains the risk in plain language. Maybe also a goal checklist to see if I’m on track."
Empathy Mapping (Clients)
| Think | Feel |
|---|---|
| “Am I investing in the right products?” | Frustrated by too much financial jargon. |
| “This looks too complicated for me.” | Insecure about their investment decisions. |
| “I don’t want to lose money, but I also don’t want to miss returns.” | Overwhelmed by information density on the dashboard |
| “Why is this taking so long to load?” | Curious but hesitant to explore model portfolios. |
| “I wish someone could explain this in simple terms.” | Distrustful when the system feels too automated or impersonal. |
| Says | Does |
| “It’s not made for someone like me.” | Logs in mainly to check returns or track goal progress. |
| “I just want a clear picture of where I stand.” | Skips educational content or complex charts. |
| “The RM is helpful, but I need answers immediately sometimes. | Avoids risk profiling and portfolio comparison tools. |
| “Why do I need to upload CAS manually every time?” | Uploads CAS monthly or quarterly (if reminded). |
| “I only use this because my advisor told me to.” | Contacts RM directly via WhatsApp or call instead of using platform chat. |
Empathy Mapping (RMs)
| Think | Feel |
|---|---|
| “How do I manage 100+ clients efficiently?” | Pressured to deliver results with limited platform support |
| “I wish the system could proactively suggest next steps.” | Frustrated with time-consuming workflows (e.g., CAS tracking, follow-ups) |
| “I’m spending too much time preparing product recommendations.” | Unsupported when it comes to prioritizing client engagement |
| “My performance depends on client activity, but I have little control over it.” | Anxious about missing critical updates or churn signals |
| “Most clients don’t understand half of what the dashboard shows.” | Undervalued when the system fails to reflect their contribution |
| Says | Does |
| “I still have to use Excel and WhatsApp for most client work.” | Logs in daily to scan for red flags in client portfolios |
| “Clients don’t use the A unless I push them.” | Manually filters product lists to send curated investments |
| “Why can’t the system just show me high-risk or inactive users?” | Follows up with clients outside the platform (via call or WhatsApp) |
| “I want smart filters, not just static dashboards.” | Keeps mental notes or spreadsheets to track key clients |
| “It takes too long to build a model portfolio manually.” | Avoids parts of the dashboard due to poor usability or data gaps |
User Personas
Top Pain Points
Design Drivers
Clarity Over Complexity
Prioritize visual hierarchy and meaningful defaults to reduce cognitive overload.
Actionable Personalization
Offer suggestions based on risk profile, past behavior, and life stage.
Seamless Mobility
Ensure consistent experience across devices for always-on financial planning.
Trust Through Transparency
Build credibility by visualizing portfolio risks and past performance clearly.
Efficiency for RMs
One-click insights, client segmentation, and pre-filled portfolio suggestions
Platform Architecture
Colour Scheme
Typography
UI Design
And Many More...