HSA Investment Renovation: Designing HSA Core Features from Scratch
HSA Investment Renovation: Designing HSA Core Features from Scratch
HSA Investment Renovation: Designing HSA Core Features from Scratch
HSA Investment Renovation: Designing HSA Core Features from Scratch
Date
Oct 2023 – June 2024
Oct 2023 – June 2024
Oct 2023 – June 2024
rOLE
Product designer, Researcher
Product designer, Researcher
Product designer, Researcher
I led the end-to-end design of three HSA core features – performance graph, automatic investments and after-hour orders. These capabilities were critical for enterprise adoption and long-term product growth. As the sole designer, I partnered with two product managers and five engineers to build the investment experience from 0 to 1, delivering it across both desktop and mobile.
I led the end-to-end design of three HSA core features – performance graph, automatic investments and after-hour orders. These capabilities were critical for enterprise adoption and long-term product growth. As the sole designer, I partnered with two product managers and five engineers to build the investment experience from 0 to 1, delivering it across both desktop and mobile.
I led the end-to-end design of three HSA core features – performance graph, automatic investments and after-hour orders. These capabilities were critical for enterprise adoption and long-term product growth. As the sole designer, I partnered with two product managers and five engineers to build the investment experience from 0 to 1, delivering it across both desktop and mobile.
A little bit of background
A little bit of background
The problem
After Forma first launched its HSA product MVP in 2022, the investment experience remained limited and lacked several core features that both end users and enterprise customers expected, such as performance visibility, after-hour trading, and automated investing.
This led to frustration among users, who found the experience manual and inconvenient. On the customer side, the missing features raised concerns around competitiveness and created churn risk with key clients.
After Forma first launched its HSA product MVP in 2022, the investment experience remained limited and lacked several core features that both end users and enterprise customers expected, such as performance visibility, after-hour trading, and automated investing.
This led to frustration among users, who found the experience manual and inconvenient. On the customer side, the missing features raised concerns around competitiveness and created churn risk with key clients.
After Forma first launched its HSA product MVP in 2022, the investment experience remained limited and lacked several core features that both end users and enterprise customers expected, such as performance visibility, after-hour trading, and automated investing.
This led to frustration among users, who found the experience manual and inconvenient. On the customer side, the missing features raised concerns around competitiveness and created churn risk with key clients.
Scope & timeline
In Q4 2023, improving the HSA investment experience began as an initiative between me and a PM (Elisa Zhao). We partnered to kick off early research and design exploration based on feedback from users and clients.
After aligning with leadership, the work was formally prioritized for H1 2024. We divided it into three product cycles: Performance graph, Automatic investment and After-hour orders, and successfully delivered all three within the first half of 2024.
In Q4 2023, improving the HSA investment experience began as an initiative between me and a PM (Elisa Zhao). We partnered to kick off early research and design exploration based on feedback from users and clients.
After aligning with leadership, the work was formally prioritized for H1 2024. We divided it into three product cycles: Performance graph, Automatic investment and After-hour orders, and successfully delivered all three within the first half of 2024.
In Q4 2023, improving the HSA investment experience began as an initiative between me and a PM (Elisa Zhao). We partnered to kick off early research and design exploration based on feedback from users and clients.
After aligning with leadership, the work was formally prioritized for H1 2024. We divided it into three product cycles: Performance graph, Automatic investment and After-hour orders, and successfully delivered all three within the first half of 2024.
Impact overview
By the end of 2024, our efforts led to measurable product and business outcomes.
By the end of 2024, our efforts led to measurable product and business outcomes.
By the end of 2024, our efforts led to measurable product and business outcomes.
These outcomes were the result of three focused product efforts, each addressing a key gap in the investment journey.
These outcomes were the result of three focused product efforts, each addressing a key gap in the investment journey.
These outcomes were the result of three focused product efforts, each addressing a key gap in the investment journey.
Milestone 1: Performance graph
Feb 2024 - April 2024 • 1 designer + 1 product manager + 2 engineers
Feb 2024 - April 2024
1 designer + 1 product manager + 2 engineers
Context
After launching HSA investing, we found users lacked visibility into how their money was performing. Many didn’t understand how much they had contributed vs. earned, and this uncertainty impacted both engagement and trust.
After launching HSA investing, we found users lacked visibility into how their money was performing. Many didn’t understand how much they had contributed vs. earned, and this uncertainty impacted both engagement and trust.
After launching HSA investing, we found users lacked visibility into how their money was performing. Many didn’t understand how much they had contributed vs. earned, and this uncertainty impacted both engagement and trust.
My role
I designed a new investment performance graph that visualized balance changes over time, broken down by contribution, gain/loss, and market movement. I worked closely with engineers to ensure the visuals were accurate, lightweight, and responsive across devices.
I designed a new investment performance graph that visualized balance changes over time, broken down by contribution, gain/loss, and market movement. I worked closely with engineers to ensure the visuals were accurate, lightweight, and responsive across devices.
I designed a new investment performance graph that visualized balance changes over time, broken down by contribution, gain/loss, and market movement. I worked closely with engineers to ensure the visuals were accurate, lightweight, and responsive across devices.
Outcome
This feature became the anchor of the investment homepage and was often cited by users as the most helpful tool in understanding their HSA growth.
This feature became the anchor of the investment homepage and was often cited by users as the most helpful tool in understanding their HSA growth.
This feature became the anchor of the investment homepage and was often cited by users as the most helpful tool in understanding their HSA growth.
Go back to auto investing →
Milestone 2: Automatic investment
March 2024 - June 2024
1 designer + 1 product manager + 3 engineers
March 2024 - June 2024 • 1 designer + 1 product manager + 3 engineers
Context
HSA accounts are funded regularly through payroll, but users had to manually log in to invest each time. This led to low investing rates, inconsistent behavior across user segments, and dissatisfaction from enterprise clients.
HSA accounts are funded regularly through payroll, but users had to manually log in to invest each time. This led to low investing rates, inconsistent behavior across user segments, and dissatisfaction from enterprise clients.
HSA accounts are funded regularly through payroll, but users had to manually log in to invest each time. This led to low investing rates, inconsistent behavior across user segments, and dissatisfaction from enterprise clients.
My role
I explored multiple automation models for recurring investment. After assessing technical risks with engineering, we aligned on a solution we could deliver with confidence. As the sole designer, I created the end-to-end auto-invest flow along with a dashboard module for visibility and control. I also addressed a key edge case by allowing users to pause automation during withdrawals.
I explored multiple automation models for recurring investment. After assessing technical risks with engineering, we aligned on a solution we could deliver with confidence. As the sole designer, I created the end-to-end auto-invest flow along with a dashboard module for visibility and control. I also addressed a key edge case by allowing users to pause automation during withdrawals.
I explored multiple automation models for recurring investment. After assessing technical risks with engineering, we aligned on a solution we could deliver with confidence. As the sole designer, I created the end-to-end auto-invest flow along with a dashboard module for visibility and control. I also addressed a key edge case by allowing users to pause automation during withdrawals.
Outcome
The final design was scalable, understandable, and required minimal user input while offering control where it mattered.
The final design was scalable, understandable, and required minimal user input while offering control where it mattered.
The final design was scalable, understandable, and required minimal user input while offering control where it mattered.
Go back to auto investing →
Milestone 3: After-hour orders
March 2024 - June 2024
1 designer + 1 product manager + 3 engineers
April 2024 - June 2024 • 1 designer + 1 product manager + 2 engineers
Context
Previously, users could only place investment trades during market hours (9:30 AM – 4:00 PM ET), which excluded many full-time workers. Several users expressed frustration, and some clients flagged this as a churn risk.
Previously, users could only place investment trades during market hours (9:30 AM – 4:00 PM ET), which excluded many full-time workers. Several users expressed frustration, and some clients flagged this as a churn risk.
My role
I designed an after-hour order flow that allowed users to queue trades any time, with clear feedback on when orders would execute. I collaborated with engineering to understand backend constraints and edge cases like canceling orders or editing a queued trade.
I designed an after-hour order flow that allowed users to queue trades any time, with clear feedback on when orders would execute. I collaborated with engineering to understand backend constraints and edge cases like canceling orders or editing a queued trade.
Outcome
We kept the experience simple, intuitive, and consistent across mobile and desktop, while adding just enough flexibility for power users.
We kept the experience simple, intuitive, and consistent across mobile and desktop, while adding just enough flexibility for power users.
Go back to auto investing →
