Shopee Easy Invest

Research & Launch Priorities

With limited time, we focused research on the decisions that could make or break adoption. Competitor benchmarking, product analysis and end-to-end journey mapping showed where first-time investors were most likely to hesitate: registration, KYC, fund selection and understanding returns.

Three findings defined the launch scope:

• KYC was the largest activation barrier. Repeated information and third-party handoffs could make the product feel fragmented before users invested.
• Investment language created unnecessary work. Fund units, net asset value and multiple fund choices made a simple money market product feel difficult.
• Returns felt too abstract. Users needed to see what they could earn and when they could earn it before committing money.

We prioritised a focused first release around account setup, top-up, balance, earnings and withdrawal. Advanced fund information remained available, but secondary to completing the core journey with confidence.

Design Strategy

The strategy made the product feel familiar without hiding the information users needed to make an informed decision. We reduced setup friction, removed choices that did not improve the outcome and turned future returns into something concrete.

• Reduce KYC friction
• Make investing feel like saving
• Make earnings tangible

Reduce KYC Friction

Account setup connected third-party verification with Shopee and ShopeePay in one continuous journey. Existing ShopeePay users could reuse available account information, while clear progress and handoffs made provider steps feel like part of Shopee rather than a separate application.

Make Investing Feel Like Saving

The primary experience showed money as a familiar currency balance instead of exposing fund units. Fund selection was removed from the main journey and simplified into two understandable account modes: Sharia or Conventional. Customers who wanted more detail could still find the underlying fund information on deeper pages.

Make Earnings Tangible

Every top-up preview showed the estimated next earning amount and when it would arrive. The portfolio kept the customer’s balance, accumulated earnings and upcoming return visible, turning an abstract investment rate into a concrete reason to start and add more funds.

• Preview the next earning before customers confirm a top-up.
• Connect earnings to a date so the benefit feels immediate and predictable.
• Keep progress visible through current balance and accumulated returns.

Performance Evaluation

Easy Invest became one of Shopee’s most popular Digital Purchase products within its first month, validating demand for an investment experience designed around familiarity and low effort.