What is Goldia?
Goldia is a digital platform for easy and fast trading and receiving of physical gold. We handle the user experience design and research for Goldia.
What is Goldia?
Goldia is a digital platform for easy and fast trading and receiving of physical gold. We handle the user experience design and research for Goldia.
What is Goldia?
Goldia is a digital platform for easy and fast trading and receiving of physical gold. We handle the user experience design and research for Goldia.
Copyright © 2024 Phucph. All Rights Reserved.
Hanoi, Vietnam
Copyright © 2024 Phucph. All Rights Reserved.
Hanoi, Vietnam
Copyright © 2024 Phucph. All Rights Reserved.
Hanoi, Vietnam
Copyright © 2024 Phucph. All Rights Reserved.
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Problems & Opportunities
Problems & Opportunities
Problems & Opportunities
Problems
Problems
Problems
What we researched and gained from the traditional gold trading market.
What we researched and gained from the traditional gold trading market.
What we researched and gained from the traditional gold trading market.
Trading gold during the pandemic
Trading gold during the pandemic
The era of e-commerce is gradually shifting buyers' habits to online shopping.
During COVID, fear of crowded places made traditional physical gold purchases more difficult than ever.
The era of e-commerce is gradually shifting buyers' habits to online shopping.
During COVID, fear of crowded places made traditional physical gold purchases more difficult than ever.
Self-managing physical assets
Self-managing physical assets
Self-managing is no longer suitable because of:
Security risks: Especially when owning large amounts of gold.
Risk of loss: Gold is damaged during self-preservation
Self-managing is no longer suitable because of:
Security risks: Especially when owning large amounts of gold.
Risk of loss: Gold is damaged during self-preservation
Paying fee for keeping services
Paying fee for keeping services
Many local banks offer gold keeping services. It comes with a fee and sometimes this fee is higher than the growth of that gold value.
Many local banks offer gold keeping services. It comes with a fee and sometimes this fee is higher than the growth of that gold value.
Personas
Personas
Personas
Through research, we have created two personas to understand customer behaviors and needs. They help shape our strategy for Goldia's development.
Through research, we have created two personas to understand customer behaviors and needs. They help shape our strategy for Goldia's development.
Through research, we have created two personas to understand customer behaviors and needs. They help shape our strategy for Goldia's development.
Vu Phuong Hanh
Vu Phuong Hanh
27 years old
Hanoi, Vietnam
Teacher
Non-tech savvy
27 years old
Hanoi, Vietnam
Teacher
Non-tech savvy
Biography
Biography
Hanh lives with her family in Hanoi. She is an English teacher & quite satisfied with her income. She has a habit of accumulating and doesn't want to leave money dead in the bank.
Hanh lives with her family in Hanoi. She is an English teacher & quite satisfied with her income. She has a habit of accumulating and doesn't want to leave money dead in the bank.
Goals
Goals
Provision for the Future by Accumulating and Buying gold. Avoiding leaving money in the bank because low interest rates
Provision for the Future by Accumulating and Buying gold. Avoiding leaving money in the bank because low interest rates
Pain points
Pain points
Not feeling secure when keeping her own gold. Not able to buy gold at the store during the pandemic
Not feeling secure when keeping her own gold. Not able to buy gold at the store during the pandemic
Context & Behaviors
Context & Behaviors
Hanh had the habit of buying gold and hoarding for a long time. Due to the impact of the epidemic, she cannot directly trade gold at stores. Besides, Hanh is also concerned about security when storing physical gold at home.
Hanh had the habit of buying gold and hoarding for a long time. Due to the impact of the epidemic, she cannot directly trade gold at stores. Besides, Hanh is also concerned about security when storing physical gold at home.
Pham Thanh Long
Pham Thanh Long
27 years old
HCMC, Vietnam
Developer
High-tech savvy
27 years old
HCMC, Vietnam
Developer
High-tech savvy
Biography
Biography
Long lives and works in Saigon, his main job is a freelance business, his second source of income is from investment. He has a habit of investing, he rarely leaves his money unprofitable.
Long lives and works in Saigon, his main job is a freelance business, his second source of income is from investment. He has a habit of investing, he rarely leaves his money unprofitable.
Goals
Goals
Getting rich - high return investment. Avoiding leaving money in the bank because low interest rates.
Getting rich - high return investment. Avoiding leaving money in the bank because low interest rates.
Pain points
Pain points
Not have time to learn about Gold investment products. Not want to buy gold directly because of the inconvenience.
Not have time to learn about Gold investment products. Not want to buy gold directly because of the inconvenience.
Context & Behaviors
Context & Behaviors
Long focused on forms of venture capital because of the desire to have a high interest rate. During the pandemic, he want to diversify his investment portfolio to reduce risks. Therefore, he wants to spend part of his income trying to invest in gold.
Long focused on forms of venture capital because of the desire to have a high interest rate. During the pandemic, he want to diversify his investment portfolio to reduce risks. Therefore, he wants to spend part of his income trying to invest in gold.
Opportunities
Opportunities
Opportunities
From the existing problems in the market and the difficulties that Personas encountered in the process of achieving their goals, we find them as opportunities to build and develop Goldia.
From the existing problems in the market and the difficulties that Personas encountered in the process of achieving their goals, we find them as opportunities to build and develop Goldia.
From the existing problems in the market and the difficulties that Personas encountered in the process of achieving their goals, we find them as opportunities to build and develop Goldia.
Pioneering in online gold trading
Pioneering in online gold trading
Goldia is the first online gold trading platform in the market with modern technology, real-time gold prices & convenient trading process.
Goldia is the first online gold trading platform in the market with modern technology, real-time gold prices & convenient trading process.
Meeting the needs of asset diversification
Meeting the needs of asset diversification
Gold has always been a great portfolio diversifier, as it is negatively correlated with risky assets.
Gold has always been a great portfolio diversifier, as it is negatively correlated with risky assets.
Occupying potential local market
Occupying potential local market
In epidemics or economic recession, gold is considered a suitable and safe investment portfolio to preserve the owner's assets.
In epidemics or economic recession, gold is considered a suitable and safe investment portfolio to preserve the owner's assets.
Design Decisions
Design Decisions
Design Decisions
Scopes
Scopes
Scopes
Based on market research & user insights combined with the assumptions of UX Design Team, we came up with the following features and sorted them according to different priority.
Based on market research & user insights combined with the assumptions of UX Design Team, we came up with the following features and sorted them according to different priority.
Based on market research & user insights combined with the assumptions of UX Design Team, we came up with the following features and sorted them according to different priority.
Onboarding
Onboarding
Trading
Trading
Withdrawing
Withdrawing
Price Chart
Price Chart
History
History
Account
Account
Definition of Success
Definition of Success
Definition of Success
Our product was launched to achieve the expected volume of Assets Under Management (AUM). The actual number can’t be revealed because of business information security.
Our product was launched to achieve the expected volume of Assets Under Management (AUM). The actual number can’t be revealed because of business information security.
Our product was launched to achieve the expected volume of Assets Under Management (AUM). The actual number can’t be revealed because of business information security.
Product Goals
Product Goals
Product Goals
Based on market and user research, our products aim for 4 goals.
Based on market and user research, our products aim for 4 goals.
Based on market and user research, our products aim for 4 goals.
Fast
Fast
Users can easily conduct online gold trading in just 3 steps with zero procedures.
Users can easily conduct online gold trading in just 3 steps with zero procedures.
Convenient
Convenient
Users can manage assets, monitor market fluctuations right inside the app.
Users can manage their assets, monitor market fluctuations right inside the mobile app.
Users can manage assets, monitor market fluctuations right inside the app.
Safe
Safe
Users no longer need to store physical gold, no more fear of theft or loss.
Users no longer need to store physical gold, no more fear of theft or loss.
Convenient
Convenient
Users pay no additional fees compared to the traditional gold trading.
Users pay no additional fees compared to the traditional gold trading.
Design Principles
Design Principles
Design Principles
UI designs always adhere well to the company's general Design System.
UI designs always adhere well to the company's general Design System.
UI designs always adhere well to the company's general Design System.
Purposeful brand presence
Purposeful brand presence
Purposeful brand presence
Being intentional about when the company brand comes forward, and when it takes a backseat, directs the focus to where it matters most.
Being intentional about when the company brand comes forward, and when it takes a backseat, directs the focus to where it matters most.
Being intentional about when the company brand comes forward, and when it takes a backseat, directs the focus to where it matters most.
Familiarity across experience
Familiarity across experience
Familiarity across experience
Every design element needs to follow the design system to create a consistent experience with other products
Every design element needs to follow the design system to create a consistent experience with other products
Every design element needs to follow the design system to create a consistent experience with other products
Fresh visual style
Fresh visual style
Fresh visual style
The clean & simple style makes things feel approachable and efficient.
The clean & simple style makes things feel approachable and efficient.
The clean & simple style makes things feel approachable and efficient.
Design Processes
Design Processes
Design Processes
In this project, we apply two common product design processes.
In this project, we apply two common product design processes.
In this project, we apply two common product design processes.
Activity-Centered Design
Activity-Centered Design
Due to time and resource constraints, we adopted ACD as the main design process in the early stages. The alpha version was launched after a short time from the start.
Due to time and resource constraints, we adopted ACD as the main design process in the early stages. The alpha version was launched after a short time from the start.
Due to time and resource constraints, we adopted ACD as the main design process in the early stages. The alpha version was launched after a short time from the start.
Activity
Activity
Activity
Online Gold Trading
Online Gold Trading
Online Gold Trading
Motivations
Motivations
Motivations
Fast, Convenient, Safe & Free Managment Fee
Fast, Convenient, Safe & Free Managment Fee
Fast, Convenient, Safe & Free Managment Fee
Goal
Goal
Owning Gold
Owning Gold
Owning Gold
Object
Object
Object
Goldia users
Goldia users
Goldia users
Community
Community
Community
People interested in gold & Fintech lovers
People interested in gold & Fintech lovers
People interested in gold & Fintech lovers
Division of Labour
Division of Labour
Division of Labour
Buying, Tracking Price, Selling, Withdrawing
Buying, Tracking Price, Selling, Withdrawing
Buying, Tracking Price, Selling, Withdrawing
Rules
Rules
Rules
Seeing price first. Depositing money into account. Selling or Withdrawing only after buying
Seeing price first. Depositing money into account. Selling or Withdrawing only after buying
Seeing price first. Depositing money into account. Selling or Withdrawing only after buying
Tools
Tools
Tools
Smartphone
Smartphone
Smartphone
Subject
Subject
Subject
Goldia & Users
Goldia & Users
Goldia & Users
User-Centered Design
User-Centered Design
After the product was released and proven to perform well, we added the UCD.
After the product was released and proven to perform well, we added the UCD.
After the product was released and proven to perform well, we added the UCD.
Reason for Usage
Reason for Usage
Reason for Usage
Defining next steps but with the user centered to make decisions based on facts.
Defining next steps but with the user centered to make decisions based on facts.
Defining next steps but with the user centered to make decisions based on facts.
Main Practices
Main Practices
Main Practices
Interviewing users and Creating surveys in the product user community.
Interviewing users and Creating surveys in the product user community.
Interviewing users and Creating surveys in the product user community.
Research & Discovery
Research & Discovery
Research & Discovery
Research is an integral part of the solution. We use a variety of research methods to uncover truths and empathize.
Research is an integral part of the solution. We use a variety of research methods to uncover truths and empathize.
Research is an integral part of the solution. We use a variety of research methods to uncover truths and empathize.
Desk Research
Desk Research
Firstly, we did a market analysis, price volatility of gold, and competitor analysis to find out the current situation.
Then we collected data from gold investment groups on SNS to come up with hypothetical solutions.
Firstly, we did a market analysis, price volatility of gold, and competitor analysis to find out the current situation.
Then we collected data from gold investment groups on SNS to come up with hypothetical solutions.
Interviews
Interviews
At the stage when applying UCD, we interviewed 10 users and also some non-users who belong to the target audience with the purpose of:
Reconfirming the original assumptions
Improving product solutions
At the stage when applying UCD, we interviewed 10 users and also some non-users who belong to the target audience with the purpose of:
Reconfirming the original assumptions
Improving product solutions
Surveys
Surveys
We pay close attention to product feedback on social media, via our hotline, and from our periodic surveys.
Through quantification, we choose the order of the problem to be solved according to the Effort-Impact matrix.
We pay close attention to product feedback on social media, via our hotline, and from our periodic surveys.
Through quantification, we choose the order of the problem to be solved according to the Effort-Impact matrix.
Final Design
Final Design
Final Design
Sitemap
Sitemap
Sitemap
We built sitemap to control user information and actions.
We built sitemap to control user information and actions.
We built sitemap to control user information and actions.
Styles
Styles
Styles
Foundation standards for building interfaces.
Foundation standards for building interfaces.
Foundation standards for building interfaces.
Colors
Colors
Accent 1
Acc1
Accent 2
Acc2
Accent BG
AccBG
Info
Info
Success
Success
Danger
Danger
Warning
Warning
Informative
Info
Info
Background
BG
Info
Info
Info
Info
Text 500
T500
Text 400
T400
Text 300
T300
Text 200
T200
Text 100
T100
Typography
Typography
Title
28pt
Heading 1
24pt
Heading 2
18pt
Body 1
16pt
Body 2
14pt
Caption
12pt
Primary label
16pt
Secondary label
16pt
Tiny label
10pt
User Interfaces
User Interfaces
User Interfaces
The user interface adheres to set design and experience standards.
The user interface adheres to set design and experience standards.
The user interface adheres to set design and experience standards.
Look too fancy?
Look too fancy?
Look too fancy?
The real final design can’t be revealed because of business information security.This is our recreated version.
The real final design can’t be revealed because of business information security.This is our recreated version.
UX Design Team
UX Design Team
UX Design Team
Pham Hong Phuc
Pham Hong Phuc
Pham Hong Phuc
Lead Product Designer
Lead Product Designer
Lead Product Designer
Le Huy Hoang
Le Huy Hoang
Le Huy Hoang
Product Designer
Product Designer
Product Designer
Le Phuong Anh
Le Phuong Anh
Le Phuong Anh
Product Designer
Product Designer
Product Designer
Pham Thi Phuong Thao
Pham Thi Phuong Thao
Pham Thi Phuong Thao
UX Researcher
UX Researcher
UX Researcher