ALPHIE CHEN IS A DESIGNER SPECIALIZED IN  ︎︎︎  VISUAL DESIGN / GRAPHIC DESIGN / BRAND DESIGN / PRODUCT DESIGN


  ALPHIE CHEN





   SELECTED WORK
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   Datadog SKO 2022                            
Branding

Branding



Branding

Branding

Branding

Branding

   Datadog
Collateral

   Woodstock
Logo, Website


   So Sad
Illustration

Logo

   Full
Editorial

Branding

   Unknown
Conceptual



   PHOTOGRAPHY
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   I

   II

   ABOUT

   © Alphie Chen 2024

Mark

  Priority Exploration Tool







   Product Designers: Charlie Gann, Alphie Chen
   Design Director: Nima H.K.

   Design Operations: Yarden Abukasis

   Head of Design & User Experience: Alastair Halliday

   Type: UX/UI Design
   Founded in 1985, First Republic Bank was a commercial   
   bank and provider of wealth management services
   headquartered in San Francisco.

  “It's a privilege to serve you” is the apropos tagline for
   First Republic Bank, as they're known for exceeding
   expectations and serving clients in unexpected ways.

   Project Overview


   First Republic Bank believed in its clients' dreams
   and goals. The Priorities Exploration tool originally
   was a physical card game, designed for the selected
   top-tier customers only to align their financial goals
   with their values and create a comprehensive plan
   tailored to their needs.

   Since the pandemic began in 2020, many industries
   have been forced to change how they operate.
   First Republic had been dedicated to transforming
   its exceptional walk-in service into seamless digital
   experiences.

   The Priorities Exploration tool was one of the key
   projects the bank chose to digitalize, making it available
   to all existing clients and new potential clients, not just
   selected top-tier customers.


   My Role


   As the main Product Designer, my primary responsibility
   was to translate the physical experience into a user-friendly  
   digital experience and redesign the visual interface.


   The Challenge 


   The key challenge was simplifying the flow and making
   it fun and easy for users to use the tool, while also creating
   a refreshed visual experience that remained aligned with
   the First Republic brand's look and feel.    



  User Flow






  Cohesive Layout


   A layout was created for Rounds 1 to 3 to ensure visual
   consistency and a cohesive experience. This approach
   helps users understand that when the cards are
   scattered on the page, they should move them to the
   column on the right and rank them from most
   important to least important. Conversely, if they want
   to return the cards, they can place them back within
   the dashed outlined shapes.








  Color with Purpose


   Before, the cards were put together in one package,
   requiring four different colors to indicate which round
   they belonged to. Since each round is now a single
   page in the digital version, we reduced the color
   palette to two: gold and platinum. All cards are gold,
   except the optional wild card, which is platinum. All
   cards are gold, except for the optional wild card, which
   is platinum. Gold is First Republic's accent color,
   symbolizing value and importance, which ties directly
   to customers' financial goals.


   

   Before


   After








  Brand Alignment


   The overall visual design incorporates a lot of green,
   as it’s First Republic's brand color. A dark green
   textured background with an eagle watermark adds
   realism and brand alignment. Neon green is used
   for primary buttons.






  Conclusion


   Overall, this was a fun challenge to tackle. When it
   comes to finance, most people think it’s hard and
   boring, and sorting out financial priorities seems
   complicated. However, we made it easy and fun.
   It was a pleasure to create this helpful tool for users
   who are trying to align their financial goals with their
   values. Using this tool, users can sort their financial
   priorities in just five minutes. While it won’t make you
   a millionaire overnight, it will help you identify what
   you value most financially and hopefully provide an
   outline of the next steps to achieve those goals.



Mark