UX Redesign Boosts Fubon's Investment Volume Over 50%

In Taiwan, recurring investments are a highly favored strategy among various investor demographics. As of Q2 2026, the total volume of recurring investments exceeded $5 billion USD (approximately 170 billion TWD, at an exchange rate of 1 USD to 32.52 TWD), surpassing the total volume for the entire year of 2025. However, to acquire customers, brokerages have engaged in fierce price wars, deploying near-zero transaction fee strategies.

In late 2024, our comprehensive qualitative and quantitative foundational research revealed significant UI design flaws and an exceptionally high cognitive load for both existing and new clients. Customer service data and user feedback consistently highlighted critical pain points, including:

• "The font sizes are inconsistent, and the colors are too complex. When I first started using it, I didn't know where to check if my subscription was successful. When an error occurs, it just gets stuck on a blank screen."
• "The overall experience is poor; it feels like two completely different systems stitched together by the same company. It took me over two months to get familiar with it. I really hope this can be improved."

Furthermore, due to the booming US stock market, there was an urgent need to synchronize and integrate US stock recurring investment trading. This required alignment with Fubon’s new trading platform, "AI PRO," and the financial holding company's design system. The goal was to transform the platform into an all-new dual-market (Taiwan and US) recurring investment website, which would then be integrated into Taipei Fubon Bank’s "Fubon+" app.

In summary, given the current landscape where transaction fees offer no competitive differentiation, the smoothness of the user experience (UX) and the usability of the interface were rapidly becoming critical operational risks for the company.

To deliver the optimal recurring investment subscription experience, I conducted competitor analyses, simulated user behaviors, and defined the wireframes for key interfaces. This was executed in close cross-functional collaboration with the recurring investment business unit and the parent company's design system team:

• 1. UX Architecture Redesign
  Grounded in Occam’s Razor, Jakob’s Law, and Mental Models. Synthesized insights from stakeholders and users to define 5 core pages (Home, Discover, Portfolio, FAQ, Tutorial) and 3 global modules (Menu, Search, Profile).


Taiwan & US Stock Regular Savings Plan Architecture
• 2. Reconstructing Key Pages and Modernizing Design
  Leveraging the core concept of the Aesthetic-Usability Effect, my secondary focus—beyond the core architecture—was on creating an aesthetically pleasing, modernized interface. I reviewed competitor interfaces, incorporated the newly launched Fubon Design System, and aligned the visual contours with the "AI PRO" trading app. Based on Statcounter GlobalStats data, mobile devices have surpassed desktop usage, with Chrome holding a nearly 70% market share. Therefore, the design was built primarily around the Chrome mobile web experience.
  • (1) Key Page: Home
    This page is only displayed as the landing page when the system detects the source device as a tablet, desktop, or search engine. To align with commercial goals driven by organic or ad traffic, banner ads are placed prominently, followed by trending stock targets.
    Home
  • (2) Key Page: Discover (Find Targets)
    If a client uses a mobile device or accesses the recurring investment feature via the "Fubon AI PRO" app, they are routed here first. Qualitative research indicated that clients landing here already possess high purchase intent; therefore, they do not want to be distracted by ads or P&L (Profit and Loss) statements.
    Find targets
  • (3) Key Page: Portfolio (Account)
    Designed similarly to the "Fubon AI PRO" app, this page utilizes a two-tier tab system to accommodate different markets and diverse account types. Recognizing that clients may manage multiple accounts (including personal and delegated accounts), the account switching function is centrally located within the tabs for seamless toggling.
    Account Overview_Taiwan Stock & US Stock
    
    Agreements_Taiwan Stock & US Stock
  • (4) Common Features: Menu, Search, and Personal Profile
    Initial research showed that clients apply their digital habits from other apps here, naturally looking for settings or profile pages in the top left or right corners. Consequently, I placed highly relevant client content in the top right, including account fields, account information, and transaction signing documents.
    Shared Across All Pages


• 3. Data Integration & Flow
  Collaborated with IT on document signing, stock lending, and back-testing tools. Optimized API data mapping, default values, and WebView navigation to ensure a frictionless flow that aligns with user habits.

This initiative fundamentally transformed the digital experience of our recurring investments. Rooted entirely in meticulous research and guided by strict design specifications, the updated platform launched seamlessly alongside the new "Fubon AI PRO" app. It not only mitigated operational risks but also delivered highly visible commercial outcomes.One-Month Post-Launch Metrics:

New Design

Legacy Design