Redesigning Explore
Role
Duration
Working team
Problem
Endowus is Singapore’s largest digital-only wealth tech platform.
In Sep 2023, we launched the Explore page, designed to let clients browse the entire Endowus universe of offerings. While it allowed clients to discover more offerings, we’ve gathered feedback from our Client Experience team over the years about pain points faced by clients.
Here are the 3 main pain points faced by clients:
We wanted to redesign Explore to solve these longstanding pain points.
Explore should organise our product offerings in a way that’s useful to clients and easy to understand.
Useful means clients can find what they're looking for smoothly and quickly.
Easy means clients can intuitively understand how our product offerings can work for them.
Challenge
The biggest challenge with this project lies with its ambiguity. How might we arrange our product offerings in a way that made sense to most people?
I quickly brought the working team together with our CEO to discuss different ways of organising our offerings. Our candidates were “4Ls”, “Intents”, and “Slice & dice”:
After initial discussions, we agreed that an intent-based organisation made the most sense. While the 4Ls provide a framework for advising clients on how to think about their life goals, an intent-based organisation is much simpler and cleanly maps to our range of products.
Early thoughts on how we provide advisory (4Ls) vs. how clients browse offerings (intents)
Things are taking shape. I sketched some low-fidelity mocks to illustrate how we could adopt an intent-based organisation on Explore. On each intent page, we also wanted to delineate Endowus portfolios from DIY funds, so people can understand the different ways they could fulfil their intents.
So far, so good — but we’re just getting started. Even though we’ve aligned to organise Explore by intents, there are just so many ways this can be done. Literally everyone in the working team had a different idea of how we can do it.
We also had to answer a range of how might we’s, to ensure that we’re truly designing something that is useful and easy for clients.
We needed a way to find order in the chaos.
Approach
Our approach is to move forward with the direction we think works best, and de-risk with our design process. This meant taking our intents-oriented approach and rigorously validating it.
Here’s some of the things I did to refine our design.
Visual polish
Final product
After countless brainstorms, design jams and debates with stakeholders, we finally launched our new Explore experience in Aug 2025.
“Yu Siang has the rare ability to digest highly technical, ‘dry’ backend logic and translate it into a beautiful, cohesive client experience. He makes the most complex parts of wealth management feel simple for our users.”
– Joan Cheong, Product Lead
Outcome
Goal creation improved 29%
The new Explore experience helped increase conviction of our products. Compared to the previous design, there’s a higher conversion from viewing the products to creating a goal (investment).
After launch
Before launch
+29%
After launch
Before launch
1.5x
Other case studies
