Private markets have always been exclusive to the ultra-wealthy and institutional investors. ADDX believes in making investing fairer and creating ways for investors to tap into wealth-generating possibilities with lower minimums, leveraging the power of blockchain technology. Its goal is to empower investors and establish itself as a global brand that offers a revolutionary investing experience.
Investing can be difficult and complicated. One must be equipped with the right knowledge that is tailored to their needs in order to bridge this gap. Investors need a simple and fulfilling experience. Addressing the urgent need to introduce the private market to the public in a more accessible manner is crucial, especially as competitors are rapidly catching up with ADDX.
In 10 months, I led the website design project remotely from Taiwan while my team worked from Singapore. As the lead designer for the website revamping project, my responsibility is to propose design solutions for the website while following the branding guidelines I have created. My scope of works encompass:
- Website
- Brand Development
- Brand Guideline
- EDM design system
With my team’s support, we revamped most of the key pages that includes
- Homepage
- Investment page
- Individual investment page
- ADDX Advantage homepage
- ADDX Advantage digital asset page
Analysing the visual expressions of the global financial industry helps us understand its current visual landscape and consider factors that inspire or threaten the ADDX brand. Drawing on my experience in branding, I have conducted the RDE analysis. RDE analysis observes changes in visual and experiential brand performance through exploring market trends, consumer preferences, brand performance, and design trends. It aids in examining our current situation and exploring future brand directions.
Leveraging customer surveys, interviews, and industry reports, our research gives us a clear picture of our target group in Singapore. We specifically focus on
- Mass AI (Accredited Investors)
- Early 30s to late 40s professionals
- Experienced investors in public markets
- Wants to enter private markets but unconfident/unaware of how it operates, and unsure how to enter
Resource: McKinsey & Company
The platform is not formatted for mobile, which contributes to a very poor engagement experience, that’s our biggest problem. The current solution is to block access to the platform on mobile and automatically route to the app page or put in a notice that strongly recommends the user to use the app for the best browsing experience.
We revisited the brand communication presentation since the 2021 launch of the ADDX brand and identified the following inconsistencies:
- Inconsistent brand graphic execution
- Unclear imagery style choice
- Inconsistent illustration style
- Lack of clear direction on using brand colors
Validate with credibility – Share about existing trends and behaviour to broaden ADDX’s narrative from a self-serving pitch to matter-of-fact reality.
- Place the top-tier funds front and center of the landing page.
- Add video walkthrough for better user understanding
ADDX Advantage is tailored for institutional investors and wealth managers, boasting its own distinctive brand expression with a B2B photography style and color scheme. Users should immediately engage with informative, inspiring, and actionable elements, as seen on the aspirational landing page for ADDX Advantage.
User-Centric Approach : Test early!
Despite challenges like time constraints and capacity limitations, comprehensive user testing during the prototype phase was hindered. If the project continues, I suggest prioritizing homepage testing to understand user needs and preferences. Analyzing feedback post-release will allow iterative design refinements for a more user-friendly experience.
Remote Work Challenges
Working remotely had its own challenges. Handing off the design and prototypes to the development team became a bit trickier because I couldn’t just sit with the developers to fine-tune the site’s responsiveness. Luckily, my direct supervisor, Acra Koh (the Senior Designer), jumped in and teamed up with the developer to ensure the site was responsive.
Even with some bumps in the road, our team has spiced up ADDX with a cool new vibe. I haven’t given the whole website a makeover, but what we kicked off is a pretty exciting beginning. I’m pumped to keep going, jazz up the rest of the pages, and make sure users have a top-notch experience.
