Investors trust the screen that shows them clearly, not the one that pushes them into an order.
Securities and asset management sell the clarity of figures. Sinh Vũ helps trading screens, reports and the brand keep a professional look and stay clear of hype.
Three things first: a price board and order interface that layers its information, a consistent analysis report template, and a calm voice that never promises returns. Those three decide whether investors trust the firm or treat it as just a tool.
Beginners see less, professionals can open more; every color and number convention keeps the habits of the market.
The same layout, the same way of citing sources and dates, so investors recognize the firm's reports and trust how they are made.
It talks about tools and information, never promises gains, and avoids flying money or soaring arrows.
They all work with investors' money, but each kind of firm meets customers in a different way.
Their customersIndividual investors who trade daily through an app and read analysis reports.
Brand challengeA trading interface and reports with one face, light enough for newcomers and deep enough for the experienced.
Their customersYoung people investing for the first time, who often download an app on a referral and leave if it looks tangled.
Brand challengeGuide newcomers through the first steps in plain words, without oversimplifying to the point of being a gimmick.
Their customersClients with larger assets, met in person, receiving periodic reports and not fond of noise.
Brand challengeDocuments, reports and meetings carry the same discreet, professional air.
These are the places where securities and investment firms lose customers even when the service is good.
Hundreds of tickers and dozens of number columns on one screen; newcomers freeze and do not dare place an order.
Two layers of information: a light first screen for newcomers, an advanced mode for the experienced; keep the color convention Vietnamese investors already read by habit.
Start from this problemWithin one firm, reports from different teams differ in layout, charts and how sources are cited.
A shared report template with rules for charts, data sources, data dates and the disclaimer supplied by the company.
Start from this problemSoaring arrows, flying money, calls to buy fast; serious people stay away.
A calm imagery system that never illustrates profit, and a voice that talks about information and tools.
Start from this problemOne person may open accounts at several firms and use whichever app is handy; every firm looks like every other.
One recognizable habit of your own: the icon, the first screen, the way figures are presented, so opening it tells you where you are.
Start from this problemAt First order. A customer has opened an account but placed no order, afraid of tapping the wrong thing and not yet understanding the screen.
Touchpoints are the places where investors see, touch or hear the company. You do not need to do everything at once. These five decide most of the trust.
Where investors spend the longest in each session.
One wrong tap loses trust, so this screen needs to be the clearest.
They are the firm's proof of expertise in investors' eyes.
Where investors check the firm before opening an account.
Where customers meet the firm's real people, so the presentation is also the brand.
Listed in the order to do them. A new investing app can stop at step two; a securities firm goes all the way.
A name, mark, calm colors and an imagery system without hype.
A design system for the price board, order entry and the app.
The analysis report template and documents for investors.
A website where investors can check the firm before opening an account.
Staging for seminars and investor events.
Sinh Vũ has not published a securities project. The two below solve the two nearest problems: a platform with both investors and people who need capital, and an app that needs users to trust it before they tap.
MFinance connects people with idle capital to people who need it for business, which means convincing two groups who look at money in opposite ways. Sinh Vũ built the positioning…
Knowing the visual rules of finance in order to keep a measured frame, then adding a warm mark of its own; exactly the approach for investors.
The first identity for iCheck, the barcode-scanning app that opened product origin tracing in Vietnam, turning a cold scan into a nod of consumer trust.
A technical action told through an easy-to-understand mark; an approach for an app that needs newcomers to dare to use it.
The principles behind it
Layer the information: a light first screen for newcomers, an advanced mode for the experienced. Keep the color convention investors already know, align digits on the right, keep it fast. Changing conventions for aesthetics usually causes confusion.
A simple first step, easy words, a clear order confirmation screen and a short guide. Do not simplify so far that you hide information needed to decide.
One template for every report, charts with sources and data dates, and a first page that summarizes the main points. The content and the disclaimer come from the company; design handles the presentation.
With calm imagery and a voice that talks about tools and information and never promises returns. Avoid flying money, soaring arrows and urgings to buy fast.
Discretion and consistency across documents, periodic reports and client meetings. Clients with large assets read closely and dislike noise, so the brand needs to be solid rather than eye-catching.
A few lines about your products, your investors and what is stuck is enough. Sinh Vũ reads it and replies within one working day.