StashAway website revamp
Bringing trust, clarity, and ease to robo-investing
Background and role
As part of StashAway’s brand refresh, we were tasked to revamp the website. The existing site didn’t align with the new visual identity, nor did it clearly address the informational needs of today’s investment-savvy users.
Lead designer responsible for both user experience design and team coordination, working alongside a UX researcher and two UI designers.
Research & UX Insights
We conducted stakeholder interviews and user research to understand what customers look for in a robo-investing platform. Four key priorities emerged:
Trust and credibility
Ease of onboarding
Verified performance and transparency
Relevance to personal investment goals
These insights informed the new structure, tone, and feature set of the site.
UX strategy and key experience improvements
Homepage - Establishing trust and credibility at first glance
We redesigned the homepage to instantly build trust and communicate StashAway’s strengths. Key credentials such as MAS licensing and a 4/5 Seedly rating are placed prominently. Value propositions—such as expert-backed investment strategies and excellent customer service—are presented in clear, digestible formats. Founder videos add a personal, human voice to the message of credibility.
Investment discovery - Relevance to personal investment goals
Bridging relevance between customer’s investment goals and the products. We restructured investment entry points around user intent (e.g., “Grow Wealth,” “Plan for Retirement”). This makes the experience more intuitive, especially for customers unfamiliar with financial jargon.
Investment Pages - Verified performance and transparency
We replaced static data charts with interactive widgets, including an explainer for the StashAway Risk Index (SRI). Users can now see how different risk levels affect potential outcomes, with added transparency into how portfolios are built. The experience balances high-level overviews with the option to dive deeper into methodology.
Ease of onboarding
We streamlined sign-up flows to reduce friction and made educational tools more accessible—like investment calculators and product guides - so users can make confident decisions early in their journey.
Design direction and system thinking
To align with the brand refresh, we built an entirely new design library
A fresh UI system with modular components and widgets
A more uplifting colour palette that complements the brand’s core dark blue
Use of brand mnemonics (three rising strokes) in interface accents
Subtle 3D-style visuals for hero sections to evoke innovation and depth
Core strengths demonstrated
Team leadership and knowledge sharing
Led stakeholder education on design standards and banking logic across different projects, helping bridge technical, business, and design needs while sharing knowledge between Singapore and Hong Kong teams.
Systematic design and flexibility
Built consistent design approaches that work across different platforms, markets, and integrations - from creating unified visual experiences to handling complex situations like partial refunds and third-party connections.
End-to-End project management
Managed projects from start to finish, leading the complete design process from wireframes to final visuals while adapting product approaches across different regions and maintaining quality throughout.