Ian Ph. UX designer

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Project

GenVita - Generali

Capella GenAI

UOB AI-Pitch

Trading Agent AI

OSL Trading

TCB Design system

Omanadala

Online

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ian.ph693@gmail.com

Transforming Investment:

From Transactions to

Lifelong empowerment.

VPS SmartOne

Due to NDA restriction, I’m unable to show the design of this project

01/ Overview

/ Client

VPS Vietnam

/ Duration

6 months – 2025

/ My Role

UX-UI designer

/ Tool

Figma

/ Client Brief

The Public Website.Revamp the public-facing website with a clear information structure, enhanced UX, and features like a newsfeed. OSL will define a digital strategy aligned with your roadmap.

Marketing Personalisation.Upgrade platform capabilities and UX to support more personalised, targeted marketing.

Log-in & Account AccessImprove first-touch experiences like sign-up, onboarding, and login through research and benchmarking against top competitors.

Registration & ServicingDesign seamless, self-service experiences for high-usage products—optimising both ideal and error scenarios.

Community TradingBuild a scalable, engaging trading ecosystem through community-driven insights and gamified financial experiences.

/ Human-centered Design

We focus on 3 significant user archetypes — each with different needs, motivations, and barriers. To serve them meaningfully across their journeys,

we explored 3 key epics:

  • Onboarding & Acquisition
  • Trading & Managing
  • Retention

/ AI Copilot for Every Investor

/ Personalized & Humanized AI

AI deeply understands each user’s context, goals, and emotions, adapting its tone and guidance in a human, relatable way. It evolves with the user, from a friendly mentor to a strategic advisor.

/ Embedded & Seamless Access

One intelligent AI brain accessible across all channels — app, web, voice, community — making every interaction feel natural and unified. It’s always there when needed, invisible when not.

/ Action-Ready & Self-Evolving

AI empowers real actions beyond analysis, learning continuously from user behavior and market shifts. It

supports both guided decisions and fully automated execution, growing smarter over time.

/ Delivering a seamless experience

/ Outside the App

Inspire, educate, and spark action through daily life content, wearables, and smart devices. Build curiosity

and introduce investing concepts naturally in context, meeting users where they are.

/ In-App

Provide deep guidance, simulate scenarios, and enable confident execution directly within core journeys. Act as a proactive copilot who personalizes every step and adapts to investor behavior in real time.

/ Spatial Space

Strengthen trust and emotional connection with human touch points enhanced by AI-driven insights.

Enable seamless handover to advisors, support complex strategy discussions, and create memorable in-person experiences.