Asia Finance

The mission of Asia Finance, a fintech start-up, was to educate and empower people with better financial literacy. The main product was a content platform pushing out articles on various financial topics for the masses.

Business objective

To retain and increase our following of readers on the content platform.

Relevant metrics:
• Current readers (Baseline): Monthly visitors
• New readers: New monthly visitors
• Retaining readers: Recurring monthly visitors, pages per session, time on page, scroll depth on page, drop-off rate

Existing site before optimisation

Research Insights

Based on feedback from usability testing with 10 users and data analysis, we found a few key issues:

Poor information architecture

70% of people found navigation between pages and categories confusing

Limited sharing options

Participants struggled to find any sharing function on article pages

Low engagement rate

High drop-off rate and low average pages per session (based on Google Analytics)

Inconsistent components

Components had different sizes across pages and not web responsive

Restructuring the IA

Open card sorting

Results from an open card sorting exercise revealed that users found many financial terms on the categories difficult to understand and relate to.

1. Simplifying top category titles into verbs: 
Knowledge Vault → Learn
Business Vault → Events
Systematic Investing → Invest

2. New sub-categories based on user input
i.e. Personal Finance, Career, Entrepreneur, etc 

1. Simplifying top category titles into verbs: 
Knowledge Vault → Learn
Business Vault → Events
Systematic Investing → Invest

2. New sub-categories based on user input
i.e. Personal Finance, Career, Entrepreneur, etc 

1. Simplifying top category titles into verbs: 
Knowledge Vault → Learn
Business Vault → Events
Systematic Investing → Invest

2. New sub-categories based on user input
i.e. Personal Finance, Career, Entrepreneur, etc 

Encouraging article sharing

• Added social sharing and copy link buttons to all articles
• A/B testing showed that pages with these added had a 15% increase in visitors
• Copy link button clicks had a direct correlation to more new visitors on page

Engaging readers

1. Crafted an algorithm to push recommended articles to users based on cookies and article tags
2. Introduced infinite scrolling on articles across all breakpoints

Specifications of design and clickable prototype for developers' reference

Consistency across screens

• Created a design component library with specifications for every breakpoint
• Set guidelines for how each component is used
• Uploaded to Zeplin for front-end developers