Alexander Forbes

Alexander Forbes needed a digital solution for their Jersey Savings Product: a website that would give offshore investors everything they needed to explore, calculate and apply for a fund that suited them. The challenge was designing something that felt clear and approachable while meeting tight compliance requirements, with no login and no saved state.

Working with UX analysts and a technical architect, I led UX design across the end-to-end journey. The first decision was eligibility: rather than let users invest time in an application they couldn't complete, we gated the experience early via zip code, surfacing that constraint upfront.

From there, users could explore fund options, understand the product and indicate how much they wanted to invest before being guided through an 11-step risk questionnaire. Using varied interaction patterns across the steps, including circular selectors, a value versus risk bar chart and a timeline slider, we kept the experience engaging while building toward a portfolio recommendation. Answers pre-populated the application form, reducing repetition and friction for users ready to proceed.

The result was a clear, compliant end-to-end journey designed within a UI library and style guide, balancing regulatory requirements with a genuinely usable experience.

Agency: Aqua (Now known as Wunderman Thompson South Africa)  |  Creative Director: Celso Borges  |  Interaction Designer: Natasha Maiselman