Led rebuild of multi-layer LMS* platform for user acquisition, retention and conversion

Company

FINSIA

industry

Finance

Role

Design Lead

timeline

6 months

tools

Figma, Adobe CS, Google Analytics

summary

  • FINSIA was my first project as a Design Lead for RHD, and the firm’s first overseas project

  • Flew to Sydney to conduct UX discovery, present my strategy, and align with the client

  • The platform has a reach of 8,000 members across ANZ.

  • The new experience improved speed, restored user confidence, and increased conversion by 75%.

FINSIA (Financial Services Institute of Australasia) is a professional membership body for financial services professionals in Australia and New Zealand. FINSIA has approximately 8,000 members.

*LMS - Learning Management System

Challenges

  • 01

    Awareness, user acquisition, and retention of existing members by reminding them of the value of being a FINSIA member

  • 02

    Bring back people’s trust on the brand by reintroducing them to the sole purpose of FINSIA

  • 03

    I had 3 designers, 40 hours and 176 pages to design. Each designer needed to design 1.1 pages per hour.

my role

  1. Define the problem and align with stakeholders

A journey map for a member portal, showing steps from login to further findings and the emotional and cognitive responses at each step, including pain points and opportunities for improvement.

Customer Journey Maps and User Personas provided the client a visual understanding of areas where their current site was failing to deliver.

These helped us get buy-in more effectively as the client understood exactly what we were working to improve to achieve their goals and why.

2. Develop Information Architecture and Content Strategy

I formulated a Program Finder for an intuitive onboarding experience aimed at increasing User Acquisition.

Although it was out of scope and required extra pages, I pitched the Program Finder to internal stakeholders as I believed it paved a way to generate sales for the client.

I redesigned the Member Dashboard by using incentives aimed at increasing User Retention.

I added Notifications, Latest News, and Learning Tracker. The main goal was to ensure that members find related and important information that keeps them engaged.

3. Set the formula for [timeline] success

Hand-drawn website wireframes with navigation menus, dashboards, search bar, featured member section, and various content blocks, including labels for backgrounds, sections, and notes.

I had 4 designers including myself, 40 hours and 176 pages.

This meant each designer needed to design 1.1 pages per hour. We used components for section blocks. which enabled us to finish 3 pages in 2 hours with real-time updates across different timezones.

Good decision-making, early planning, and team work were our keys to success.

my approach

I led the strategy, execution, and stakeholder management by assembling the team according to their expertise, including PM and Tech team.

  • Assigned my Senior Designer for art direction, trained him for Design System

  • Put my Junior Designer to shadow me in designing the Information Architecture and Content Strategy

  • Collaborated with Tech Lead and aligned with their CMS, LMS, and payment gateway integration strategies

  • Align with PM team for WoW*, cadence, and artefacts framework

* CMS - Content Management System
* LMS - Learning Management System
*WoW - Ways of Working

A webpage for FINSIA, a financial services organization, displaying information about their services, professional qualifications, upcoming events, news, and membership options, with images of professionals and industry-related graphics.
Screenshot of an online professional community platform dashboard displaying user profile, upcoming events, latest news, recommended events, career journey quotes, councils and committees, mentoring options, contact information, and subscription link
A webpage titled "Let's get you started on the right track" with four options: "I want to kickstart my career" with a mountain and flag icon, "I want to maximise my career" with a bar chart and star icon, "I want to give back to the community" with a
Screenshot of the FINSIA website homepage featuring navigation menu, introductory text, and options to purchase professional development modules.
Screenshot of the FINSIA user dashboard showing member information, notifications, CPD hours, upcoming events, and news articles.
A webpage titled "I want to kickstart my career" with options for career development, including expanding network, further studies, and specializing in a field. Contact information and account creation form are at the bottom.
A screenshot of a webpage for FINSIA with categories such as Education, Culture & Conduct, Membership, Employer, CPD & Events, News Vault, and links for login and joining. The main section invites users to share their goals with options like kickstar
Screenshot of a webpage for FINISA's education programs, featuring sections on qualifications, workshops, short courses, and corporate offerings, with images of people attending classes and meetings.

We successfully achieved our goals by staying true to the challenges identified at the outset. Through a focused approach, rigorous iteration, and unwavering commitment to addressing the core problems, our team delivered a solution that exceeded expectations, creating meaningful impact aligned with our initial vision.

  • 8%

    Dashboard bounce rate reduced from 74% to 8%

  • 1000+

    New users acquired in 30 days, pre-campaign period

  • 75%

    30 days conversion rate uptick from free to paid users

testimonial

The 12-month end to end project was well managed by both the dedicated RHD and FINSIA project teams that ensured no matter how big or how difficult the task was in front of us, we worked collaboratively together to meet the key milestones effectively.

The end result speaks for itself – an award-winning website with an intuitive UX and UI, that has made a valuable contribution to the look and feel of FINSIA’s professional brand.” case demonstrates how targeted, data-backed UX design can swiftly address revenue challenges in luxury sectors.

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