Cellyn Tan
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endowus 2.0
endowus 2.0
endowus 2.0
# about
I lead the product design team for Asia's largest wealth investment app from 2021-2023. Part of the biggest exercises, I get to envision with the team how to position ourselves as the leading wealth manager, democratising wealth management for all.
∙ Product Design/Vision
∙ Conceptualisation
# process
When designing a hyper-personalised, future state of Asia's wealth manager in Endowus, it was a sprint in December 2023 that led to some exciting whiteboarding sessions and eventually rolling out the first version of Endowus 2.0.
As we first started with a status quo of a trustworthy suite of product lines serving investors, but the team we felt that we can push the envelope further to truly democratise the freedom to select how you can invest across multiple funding sources, which leverages on Endowus's strong suit of the Investment Office.
# strategy finder to your goals
It led to a series of conversations trying to include and welcome this client—who could be all new and clueless all the way to an experienced investor trying to look out for a better option for themselves.
# process
When designing a hyper-personalised, future state of Asia's wealth manager in Endowus, it was a sprint in December 2023 that led to some exciting whiteboarding sessions and eventually rolling out the first version of Endowus 2.0. A version that will streamline the end to end experience, express tracking investors to start with our best product — Endowus Flagship and followed by a strategy finder and engagement content that highly targets the client's life stage and goals.
As we first started with a status quo of a trustworthy suite of product lines serving investors, but the team we felt that we can push the envelope further to truly democratise the freedom to select how you can invest across multiple funding sources, which leverages on Endowus's strong suit of the Investment Office.
# strategy finder to your goals
It led to a series of conversations trying to include and welcome this client—who could be all new and clueless all the way to an experienced investor trying to look out for a better option for themselves.
It was very intentional that we want to be catering to every life stage possible, envisioning income-prioritised folks all the way to young adults trying to save for the long game.
Role
Product Design Lead
Company
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What if we can hyper-personalise the investors' experience?
What if we can hyper-personalise the investors' experience?
What if we can hyper-personalise the investors' experience?
What if we can hyper-personalise the investors' experience?
