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Case Study · Syfe · 2025

Redesigning the withdrawal journey for Accredited Investors

Syfe is a MAS-licensed digital wealth platform serving 100,000+ investors across Singapore, Australia and Hong Kong. This project focused on redesigning the withdrawal journey for Accredited Investors — high-net-worth users with unique post-maturity redemption flows that the existing product hadn't accounted for.

Problem

A critical flow that wasn't built for the people using it

Accredited Investors faced a confusing, manual-heavy withdrawal process after their investments matured. The lack of clear guidance led to a spike in support tickets and significant drop-off at critical steps in the redemption funnel.

Role

Title

Senior Product Designer

Team

Solo designer

Platform

iOS & Android

Year

2025

Impact

20%

Improvement in withdrawal funnel completion for Accredited Investors

40%

Reduction in support tickets post investment maturity

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About the Project

Designing wealth for everyday investors

Syfe is a digital wealth management platform serving retail investors across Singapore. This project focused on redesigning the core investment experience — making portfolio management feel intuitive, trustworthy, and personal for first-time investors navigating complex financial decisions.

Role

Senior Product Designer

Platform

Web & iOS

Timeline

4 months · 2022

Team

2 designers

The Problem

The onboarding was losing investors before they started

45%

Adoption Rate

Only 3 in 10 cooks who downloaded the app stayed active.

$2M

Cost Per Cook

CAC ballooned to ₹10,000 per active partner acquired.

3min

Drop-off Window

Most users abandoned the app within their first hour.

Onboarding asked too much before showing any value

New users were hit with identity verification, risk profiling, and KYC before seeing a single portfolio option. The value proposition was buried under friction.

Trust was assumed, not earned

Investing money is a high-stakes decision. The existing flows gave users no signals that Syfe was safe, regulated, or aligned with their goals.

Portfolio management felt like a spreadsheet

Existing portfolio views showed raw numbers without context. Users couldn't tell if they were on track or falling behind — so they disengaged.

Existing partner app screens — before the redesign

Research & Insights

Trust signals were missing at every step

I didn't research from a desk. I went to where the cooks actually were — homes, kitchens, shared accommodations. Four methods, run in parallel, over two weeks. Each one revealed something the others couldn't.

20%

Functionally illiterate

Text-first UI was a complete blocker. Icon-first wasn't a style choice — it was survival for 1 in 5 users.

20%

Bengali only speakers

English-first excluded 1 in 5 users before they even reached the home screen.

100%

Used WhatsApp daily

The only trusted mental model we had. So we borrowed every familiar pattern we could from it.

Reason for uninstall

Battery drain. Performance on entry-level Android wasn't optional — it was the product.

The Question That Drove Everything

How might we redesign the Partner App so a cook who has never used a smartphone app can onboard and take their first booking — without any help? ✦ How might we redesign the Partner App so a cook who has never used a smartphone app can onboard and take their first booking — without any help? ✦ How might we redesign the Partner App so a cook who has never used a smartphone app can onboard and take their first booking — without any help? ✦ How might we redesign the Partner App so a cook who has never used a smartphone app can onboard and take their first booking — without any help? ✦

User Testing

Testing revealed a pattern no one expected

5 rounds · 45 users · 1 week

Round 01

Navigation was completely broken

Cooks couldn't find their bookings at all. The navigation pattern borrowed from generic consumer apps — but these users had never used one. We had to start from their mental model, not ours.

Fix → Moved bookings to home screen surface level

1 / 4

Caption goes here

From 30% to 90% adoption. In one redesign. For users the original app forgot existed.

30%

App Adoption

35%

Daily Check-ins

CAC Reduction

↓

Performance Issues

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What I Learned

Three things this project changed in me.

Trust is designed, not written

Every screen either builds or erodes investor confidence. I learned to treat every empty state, tooltip, and microcopy as a trust signal — not decoration.

Complexity needs progressive disclosure

Wealth management is inherently complex. The design challenge wasn't to simplify the product — it was to reveal complexity at the right moment, in the right order.

Designing for anxiety

First-time investors are anxious. Designing for that emotional state — with clear confirmations, undo states, and plain-language explanations — changed how I think about financial UX.

Research over assumptions

Every assumption I had about how investors make decisions turned out to be wrong. The users taught me more in two weeks of testing than six months of design reviews.

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