Ian Ph. UX designer
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GenVita - Generali
Capella GenAI
UOB AI-Pitch
Trading Agent AI
OSL Trading
TCB Design system
Omanadala
Online
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:



/ 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.





