Class Project Designed for Maybank Singapore
Milestone Seed
Helping Singapore's young families navigate
financial transitions with confidence
- Type
- Service Design
- Timeline
- Aug - Nov 2025
(4 months) - Team
- Hirari Haniunda
Felicia Wong
Subin Jo - Deliverables
- Interactive Prototype
Service Blueprint
Presentation
Demo Video
Flyer
Overview
Reframing financial planning as something people can grow into
This project was developed in a collaboration with Maybank Singapore to understand how young families approach financial planning and why it often feels overwhelming to begin.
As we dug deeper, we noticed that financial planning rarely happen as a single, complete plan. Instead, it takes shape through small decisions made over time, as people adjust to different life circumstances. This led us to focus on supporting how people navigate decisions as they go.
The Problem
How might we support young families navigate Singapore’s
interconnected financial milestones with clarity?
of young Singaporeans report
feeling financially unready
for major life events
Singapore’s major life milestones like BTOWhat is BTO?Build-To-Order: Singapore’s public housing application system for new HDB flats., CPFWhat is CPF?Central Provident Fund: Singapore’s mandatory social security savings scheme for housing, retirement, and healthcare. contributions, housing loans and child care costs come with multiple interconnected decisions that carry long term consequences. Priorities shift quickly, yet most financial systems are designed around products, rather than life stages.
This creates a mismatch in how financial tools are currently structured to support them.
Jump to final solutionResearch
What we heard from families across Singapore
To ground this direction in real experiences, we spoke with families in Singapore at different life stages navigating key transitions (e.g. early marriage, child planning, retirement, etc). Through these conversations, we began to hear recurring patterns in how people think about and approach financial decisions.
Opportunity to move with changing priorities
So we stepped back and looked at both our research results and competitor analysis and realized that what's missing isn't more features, but something that moves with people as their life changes.
Priorities don't stay fixed, and they shift quickly especially during key transition moments (e.g., buying a home) where multiple decisions stack and start affecting each other.
We decided to focus on supporting people through these transitions. From this, we identified key insights that led us to three core design directions.
Insights
Directions
Struggle to understand how
transitions unfold over time
Hard to visualize how one
decision affect another
Confidence during transitions
requires clarity, not just money
Ideation
Exploring ways to make recurring and one-time costs easier to compare.
The key feature we settled with was a vertical, scrollable timeline on the main page. Instead of starting from products or accounts, the timeline starts from life events and places them in chronological order. This allows users to surface how one decision affects the next.
From this core timeline structure, we grouped features under three design focuses, each addressing a different friction we observed in research.
Control
Help users feel prepared, not reactive
- Deficit / Surplus Detection
- Growth Health Check
- Milestone setup & targets
Visibility
Make future milestones and their impact easier to understand
- Scrollable interactive timeline
- Progress indicator
- Recurring vs one time costs breakdown
Confidence
Support emotional clarity during transitions
- Auto grow
- Auto suggested branches (sub-milestones)
- Monthly overview (In/Out/Balance)
Solution
A milestone-based experience that connects goals, timing, and action.
Delivery
Service flow, dashboard concept, and planning touchpoints.
Reflection