The document discusses the challenges of designing financial technology products to build trust. It notes that financial services have very low trust ratings among the general population. Additionally, many people feel stressed about money issues. The document then recommends three ways to build trust through design: 1) Respect users' level of expertise by providing education and personalized recommendations. 2) Focus on transparency and user control through data visualization and allowing control over personal data sharing. 3) Maintain a consistent experience across different product touchpoints like websites, apps, and support. The overall goal is to design FinTech products that reduce stress and improve financial wellbeing through a trusted user experience.

1. Designing for trust in
financial services
IXDD Singapore 2019
Zenan Liu

2. Hello.

3. Zenan Liu
Head of Product, StashAway

8. What are the biggest challenges
when designing for FinTech?

9. “In 2019, financial
services remains the
least-trusted sector”
57%
Trust among the general
population towards the
financial sector
Source: 2019 Edelman Trust Barometer -- Financial Services

10. “Money is the No. 1
cause of stress
among Americans.”
44%Percentage respondents
stressed by money issues
Source: Northwestern Mutual’s 2018 Planning & Progress Study

11. Source: MasterCard Index of Financial Literacy 2016
64Overall financial literacy
score in APAC
“Progress towards
financial wellbeing is
stagnant in the
majority of the Asia
Pacific markets”

12. “Greed & profit driven”

13. How can FinTech products build
trust through design?

14. Building trust through design
1. Respect your user’s level of expertise
2. Focus on transparency & user control
3. Maintain consistent experience across touchpoints

15. 1. Respect your user’s level of expertise
Integrate client
education as part of
the product
onboarding experience

16. 1. Respect your user’s level of expertise
Provide personalised
recommendation and
risk protection

17. 2. Focus on transparency & user control
Communicate
complex information
without overwhelming
the user
Design solutions:
● Data visualisation
● Progressive disclosure

18. 2. Focus on transparency & user control
Give user control on
what personal data to
share

19. Ads
Website
App
Email
Support
Video
&
Article
3. Maintain consistent experience across touchpoints

20. Recap
1. Respect your user’s level of expertise
2. Focus on transparency & user control
3. Maintain consistent experience across
touchpoints

21. Thank you