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

Company

FINSIA

industry

Finance

Role

Design Lead

timeline

8 months

summary

  • FINSIA was my first project as a Design Lead for RHD, a design firm based in HK. It was the firm’s first project outside of HK.

  • I flew to Sydney, AU with the design firm’s founder and partner to conduct UX discovery and present my strategy. Most importantly, align this 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, more importantly HOW FINSIA achieves this

  • 03

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

my role

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

  • I assigned my Senior UI Designer to be in charge of the art direction and trained him in creating the Design System

  • I put my Junior UXUI Designer to shadow me in designing the Information Architecture and Content Strategy

  • I sat our Tech Lead down to walk myself and my team through their strategy for Content Management System, Learning Management System all the way to payment gateway integration

  • Aligning with the PM team, we came up with a cadence and artefacts framework to communicate with FINSIA’s core group

my approach

Define the problem and align with stakeholders

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.

Develop Information Architecture and Content Strategy

Acquisition: Hand-holding through a user-led Program Finder

Due to the complexity of FINSIA’s products, I formulated a Program Finder for a better onboarding user experience. 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.

Retention: Incentivising the Member Dashboard for increased user engagement

The main goal was to ensure that once logged in, members will find related and important information, and incentivise to keep them coming back and engage with their dashboard. I added Notifications, Latest News, Learning Tracker, and what they can do as a member.

Setting the formula for (timeline) success

I had 4 designers including myself, 40 hours and 176 pages. This meant each designer needed to design 1.1 pages per hour.

It was made possible by using components for section blocks. This system enabled us to finish 3 pages in 2 hours. Everyone was able to monitor the work online so that we needn’t be together to get real time information.

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

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

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.

Anita Poppi
Head of Corporate Affairs, FINSIA