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iOCBC Cross-Platform Design

Redesign and simplify online securities platform across multi-devices.

How was the project approached

We formed a multi-disciplinary team with OCBC Customer Experience team that consists of CX Lead, Financial Domain Expert, Project Manager, UX Consultant, UI Designer, Visual Designer and Frontend Developer to explore a new and different trading experience through agile UX approach. Business stakeholders were involved in the design process which helped in driving high quality design.


  • Explore possibilities to reshape the product experience
  • Validate product hypotheses and guide the design through evidence gathered through user research and usability testing with customers


  • Design research plan and rapid prototyping sprints
  • Establish design principles for product development
  • Execute research and design activities to validate product hypothesis

People involved

  • CX Lead
  • Financial Domain Expert
  • Project Manager
  • UX Consultant
  • UX Designers & Frontend Developers
  • Visual Designers

What were the activities involved

Design Research & Product Discovery

Extensive design research and competitive analysis were conducted to generate actionable ideas as the proof of concept. We also worked with financial domain experts to understand stock trading processes and financial regulation boundaries in order to support prototyping activities.

Planning Design Sprints

The planning of design sprints consisted of establishing design goals and tenets to guide the project. This project required multiple rounds of design iterations and validation in order to constantly elevate the quality of design.

Rapid Prototyping

Rapid prototyping was the adopted approach for this project. It included sketching of the screens based on the defined user flow and translating the sketches into digital mockups before sending them for user validation.

User Research

User validation was done once every week in order to find out what we could do to further improve on the design. The remaining week was then left for iteration and refinement of the digital mockups in preparation for the next user validation.

What were the deliverables of the project

A complete re-design was done for iOCBC.com – it included a web, iPad and mobile prototype. We also provided interaction guides for the respective prototypes in order to guide the developers on their development work.

Deliverables include:

  • Web Prototype
  • iPad and Mobile App Prototypes
  • Interaction Guides to guide technical development work

Adaptive View

Each platform provides a different view to cater to various needs based on the context of how people use different devices to perform different tasks.

Desktop – Complex transactions that require customisation and personalisation will require a bigger screen, hence the desktop platform will be the most optimal for such actions.

Tablet – For those who enjoy reading news and performing simple tasks from the comfort of their beds would use a tablet instead as it is smaller in size and thus more convenient to carry around.

Mobile – Users who prefer trading stocks and receiving timely updates on the go can make use of their smartphones to perform simple transactions whenever and wherever they are.

Mobile Transactions

Trading stocks becomes simple when you access the app via smartphone or tablet. The buying process is made quick and easy with a single page form. Users are also able to observe markets in real time with convenience.

Performance Tracking

The journal allows users to keep track of their trading activity and gives them the flexibility to sell them whenever they want to. Profits and losses of stocks can be calculated and analysed by referring to the tables and charts available.

What were the learning outcomes

  1. Be adaptive and ready to change the approach as product development does not always go according to plan.
  2. Short design sprints that include usability testing with a small sample size of participants over multiple rounds yield better results in terms of design quality.
  3. A successful agile UX approach requires a small team who is responsible for the decision-making processes in order to keep up with the speed.