QDiscovery – Design Thinking Principles in Wealth Management

QDiscovery- Design Thinking Principles in Wealth Management 

For too long, financial industry services have developed products that cater to their own internal processes and operational efficiencies. Tight regulatory or legal documentation constrains what can be offered. As a result, customers are left to pick up these cookie-cutter products without having their needs or interests considered. The design thinking approach aims to put the end user first, centrally placing empathy in the process of solutioning and ideation. By defining the customers’ problem through their eyes, this can lead to a solution that will be adopted much quicker and successfully. 

Hyper-personalisation is now a way of life. Recommended content or products are customised to a user’s preferences every day on any online platform. Customers now demand the same from their wealth advisors, so how can financial institutions seek to understand their customers and overcome their wealth management challenges? Simple- by taking a design-led approach to meeting customer needs. 

Quantifeed’s Way of Design Thinking 

Quantifeed’s purpose is to deliver better financial futures for everyone. To fulfill this, we set out to enable financial institutions to serve the wealth management needs of all customers. To be successful in this, we have developed a design-led consultancy service called QDiscovery- an iterative exercise that helps our clients develop a compelling business proposition. 

QDiscovery is a consultancy service we provide to financial institutions who may be looking to digitise their wealth management business but are not sure where to begin or how the roadmap should look like. The value we bring to the table lies in our ability to develop a unique proposition for each of our clients every single time. This comes from decades of industry excellence from our consultants and the deep and broad capabilities of our technology platform. The objective of QDiscovery is to ensure that our clients are successful in bringing a relevant and impactful solution to their customers. 

The QDiscovery Methodology 

Identifying and Understanding the Persona 

Our collaborative and iterative process goes deep into discovering business requirements and building the target persona. A series of workshops will focus on understanding end users and their challenges and values. Customer research and analytics, accompanied by SME interviews will be the foundation of our purpose and process.  

Defining the Journey and Pain Points 

Once the target persona has been identified, user journeys and flows are created through visualising the journey the user would go through and identifying the specific flows for functionality. Quantifeed brings a wealth of experience through several successful use cases that will aid the development of your customers’ journey. We define customer pain points and solve for them in the early stages as we prepare to design a prototy Gpe with this in mind. These journeys are mapped out and plotted to help prepare for the beginning of the ideation process. 

Begin Ideation 

During this stage, a vision of the solution will start to take shape. We start the design process by prioritising solving customers’ pain points to ensure a smooth and frictionless experience. Quantifeed will lead in brainstorming sessions to carve out initial prioritisation of ideas and potential solutions. A creative matrix will be developed alongside several customer journey options. 

Kick-Off Prototyping and Testing 

Finally, Quantifeed’s design team will build visual mockups or screen designs that will be seen by the end user—a user interface designed by UI/UX professionals. A prototype of the app will be available for testing and retesting. This functional version can be touch and felt by the end user to gauge effectiveness and ease of use. Feedback will be collated to sharpen fixes and perfect the final look and feel of the app. With the finished product and roadmaps developed from QDiscovery sessions, clients are free to progress independently or further engage with us to explore next steps. 

A Holistic Approach with QDiscovery  

While QDiscovery was developed to solve for the customer, the consultancy we provide also considers the business challenges of the client. Working with and around regulatory, legal, and compliance constraints, we strike the right balance between design thinking, and thinking on behalf of who we consult. Quantifeed has taken design thinking frameworks and fine-tuned it to work in a wealth management context.  

We look at business challenges from multiple dimensions, always ensuring that both customer and organisational needs are met and addressed. Exceeding business goals, gaining market share, and increasing customer loyalty are just some of the objectives that we share with our clients. This ensures that by the end of QDiscovery, they are left with a solution that not only looks and feels great, but one that can be ready to deploy and go to market if they so choose.  

QDiscovery sessions focus on several workstreams, ensuring a holistic coverage of the client’s wealth management needs and requirements. When we design your customised proposition, you can be assured that all dimensions have been taken into consideration with minimal compromise and total optimisation for the market. From platform and product design, technical systems analysis and integration, to regulatory and compliance review, we ensure that the product that we develop are in-line with company branding, and ultimately solve for their customers’ expectations.  

Can QDiscovery help with achieving your wealth management business goals? Speak with us today to find out if this service can help your wealth management business gain clarity and confidence.

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    Ross Milward

    Chief Technology Officer &

    Ross Milward leads Quantifeed’s technology and engineering efforts to deliver innovative digital wealth management solutions. Before co-founding Quantifeed, he spent more than 15 years in investment banking, holding senior positions in equity and equity derivatives technology.

    His expertise is in developing and managing large-scale enterprise-level global trading and risk systems. A former managing director, Ross has worked for Bank of America Merrill Lynch and Deutsche Bank. He has held multiple global and regional leadership roles, most recently as head of equities technology in Asia. He has worked in Hong Kong, Sydney and London.

    Ross holds a Bachelor’s degree in Computer Science with Honours and is a Fellow of the Securities Institute of Australia. He likes pushing his limits through long distance triathlon races.

    John Robson


    QuantifeedのクライアントとのパートナーシップはJohn Robsonが主導しています。彼は金融機関と協力して、彼らのデジタルウェルスマネジメントの未来を発展させる手助けをしています。香港に30年以上拠点を置き、JPモルガン、野村證券、バンク・オブ・アメリカ・メリルリンチで地域のリーダーを務め、各地域の顧客および民間銀行にサービスを提供してきました。


    John Threlfall

    Head of Site Reliability Engineering

    John leads the SRE team in Singapore and is responsible for the overall infrastructure and SDLC of Quantifeed’s technology platform, QEngine. He ensures the design, availability, and reliability meets the requirements of both our internal and external users. He has over 20 years’ experience in the banking industry, with a demonstrated history in transforming back-office technology and developing reliable engineering systems for large financial institutions.

    Prior to joining Quantifeed, John held technical and leadership roles at Bank of America Merrill Lynch and Standard Chartered Bank. He holds a BSc degree in Artificial Intelligence from The University of Manchester in the United Kingdom. John moved to Singapore in 2008 and enjoys travelling with his family, football and scuba diving.

    John Robson

    Chief Commercial Officer

    John Robson drives Quantifeed’s client partnerships. He works with financial institutions to assist them in developing their digital wealth management future. Based in Hong Kong for over 30 years, he has held regional leadership roles at JP Morgan, Nomura and Merrill Lynch managing teams which serviced the region’s consumer and private banks.

    His career has been focused on the development of investment platforms and products. He has been instrumental in introducing significant product innovation to wealth management platforms in Hong Kong, London and Tokyo.

    Audrey Wong

    Chief Operating Officer &
    Chief Financial Officer

    Audrey Wong manages operations and financial affairs to deliver on Quantifeed’s business strategy. Audrey joined Quantifeed from Bank of America Merrill Lynch, where she was COO for the equities division in Asia Pacific. Audrey’s tenure at Merrill Lynch included senior assignments in Toronto and New York, before relocating to Hong Kong in 2006 to take a new role as the Finance Head of Equities Derivatives for APR.

    Her responsibilities expanded to CFO of APAC Equities in 2011 and CFO for APAC Global Markets in 2013. Audrey holds a Bachelor of Business Administration from Brock University of Ontario. She is also a Chartered Professional Accountant of Ontario and Chartered Financial Analyst. Audrey enjoys biking and swimming with her two children.

    Robert Rice

    Chief Sales Officer

    Robert Rice leads Quantifeed’s sales strategy and works with clients to define and deliver digital wealth management solutions. Based in Hong Kong for over 15 years, Robert has held sales leadership roles in APAC and EMEA at London Stock Exchange Group (formerly Refinitiv), Fitch Solutions, OFX and SNL Financial, leading teams servicing wealth managers, asset managers and financial institutions.

    His career is focused on brining innovative platforms, products and solutions to market helping clients meet their objectives. Robert is an appointed Mentor for the Hong Kong Fintech Week advising start-ups and market entrants on various topics and go to market initiatives.

    Conor Doyle

    Head of Pre-Sales

    Conor has over 20 years of experience of leading sales and service teams in high-growth financial software vendor organisations. His previous work experience focuses on leading multinational, cross-functional teams in the provision of leading-edge, highly complex and high-value fintech business solutions.

    Conor is an expert presenter, negotiator, and business operations manager; able to forge solid relationships with both clients and partners and build consensus across multiple organisational levels. He has demonstrated capacity for leadership and project management, with proven track record of meeting targets, overcoming challenges in real time, and delivering tangible results.

    Conor is bilingual (English and Japanese) with strong technical and integration experience and a Mechanical Engineering degree.

    Parul Srivastava

    Head of Delivery & Singapore Country Head

    Parul Srivastava leads Quantifeed’s Delivery function. She enables Quantifeed customers to successfully adopt and launch innovative digital wealth management solutions. Parul brings 18 years of strong experience in the financial services industry, her knowledge edges across the delivery lifecycle and wealth domain areas including AML, KYC, client onboarding and Payments. She is experienced in managing complex , high value enterprise level programs with leading Banks like SCB , BNPP, OCBC and Technology Service providers like Cognizant, BAE Systems , Fenergo. She has worked vastly for APAC and EMEA region deliveries primarily based out of Singapore.

    Parul Holds a Master’s in Business Administration in Finance and Accounting and is Certified PMI- Project Management Professional, Scaled Agilist, Scrum Master(CSM) and Product owner (CSPO). Beyond work she is interested in Art and Travel.

    Chetan Shetty

    Head of Product Management

    Chetan leads Quantifeed’s product management capability and drives the implementation of features in our product that continuously solve digital wealth management problems for our clients.

    Chetan started his career as a software engineer in the aerospace industry working across the entire software development lifecycle. Subsequently he worked in various roles helping large enterprises in Hong Kong solve business problems with process and technology solutions. His experience ranges across aviation, insurance, public sector services and consulting. He has lived and worked across multiple countries and enjoys travelling to new places, tasting new cuisines and occasionally writing his blogs.

    Lars Bischoff

    Head of Core Engineering 

    Lars Bischoff is a lead senior software engineer on Quantifeed’s back-end services, with a focus on trading and external interfaces.

    Before joining Quantifeed, Lars had a number of leadership roles across major investment banks including Deutsche Bank, JP Morgan, UBS, and Citi. These roles included designing and implementing systems for Equities and Equity Derivatives Trading. Lars also held roles as country lead for Equities and Equity Derivatives Technology, as well as global lead for Equity Derivatives Trading.

    As a former Executive Director in Deutsche Bank and JP Morgan, Lars has extensive experience in building local and global development teams. In this capacity, he also defined and realised the technology direction and innovative platforms in the Equity and Equity Derivatives space for these two organisations. Lars holds a Bachelor of Science degree in Computer Science, from Macquarie University, Sydney.

    Joy Sun

    Head of Quantitative Engineering

    Joy steers Quantifeed’s research and development in systematic investment strategies, portfolio construction and trade execution. Prior to joining Quantifeed, she worked as a quantitative analyst in asset management and proprietary trading firms.

    She led development of trading strategies, including design,simulation and risk control, and research in market trend recognition and prediction. Joy earned her PhD in Operations Research from the University of Hong Kong, her MS in Statistics from Nan Kai University and her BS in Computational Mathematics from Dalian University of Technology.




    Michael McDonald

    Head of Web Engineering

    Michael McDonald builds Quantifeed’s online wealth management web application in order to deliver a user-friendly and integrated experience. Michael has over 11 years of experience in web application development.

    As Developer for Crossroads Hong Kong, he and his team set up the infrastructure for its donation and stock management application. As Developer at e-commerce company Synapse Connect in New Zealand, he and his team helped clients build mobile applications like prospersoftware.nz, providing him with a full-stack web development and DevOps skillset, servicing clients and back-office operations.

    Michael holds a Bachelor degree in Electrical and Computing Engineering from University of Canterbury New Zealand. He moved to Hong Kong in 2014 and enjoys the outdoors sports such as hiking and cycling.

    Sharon Tang

    Sales Director

    Sharon Tang leads sales and business development activities in the North Asia region at Quantifeed. Based in Hong Kong, she works closely with financial institutions across the region to help them develop their digital asset management capabilities. She has over a decade of experience in the finance industry and previously held senior regional sales positions at Osttra (formerly part of IHS Markit) and FIS. 

    Sharon holds a Bachelor’s degree in Business Administration from the University of Science & Technology in Hong Kong and a Master’s degree in Corporate Communications from IE Business School in Spain.

    Rachel Liu

    Senior Marketing Manager

    Rachel Liu leads Quantifeed’s marketing and communications initiatives. She is responsible for creating and accelerating the company’s marketing strategy and brand recognition across the region. Her expertise is in brand management and building global product campaigns. Prior to joining Quantifeed, Rachel built and executed marketing strategies at notable technology companies servicing business and retail sectors across Europe, US and Asia Pacific.

    Rachel holds a MSc in Media and Communications from London School of Economics and Political Sciences and a Bachelor of Fine Arts from New York University. 

    Vincent Emond

    Client Success Lead

    Vincent Emond leads Quantifeed’s client success team, designing compelling business proposition and driving client experience to ensure they achieve their desired outcomes.

    Vincent has 15 years of experience spearheading innovative digital products in banking, insurance, and tech industries. Before joining Quantifeed, Vincent led product development and management for several HSBC digital platforms, including their flagship retail banking app in Hong Kong. He was also AXA’s Head of Digital Centre of Excellence, where he helped launch AXA’s first blockchain-powered insurance product. As a technically proficient digital consultant gifted in interpersonal relationships, one of Vincent’s most valuable skills is in bridging customer needs with complex technological solutions.

    Vincent holds a Bachelor’s degree in Business and Marketing and a Master of Business in E-Commerce. Outside of work, he can be found climbing steep hills on his road bike as he strives towards his goal of breaking local Strava cycling records one segment at a time.

    Quantifeed acquires ALPIMA. Read the announcement here

    Deepshikha Chaudhary

    Sales Director

    Deepshikha Chaudhary drives sales initiatives for Quantifeed Singapore. She is responsible for building and growing the company’s presence in Southeast Asia. Prior to Quantifeed, Deepshikha worked with various financial technology providers leading business expansion in the region. She also has hands-on experience in the product development of a cloud-based trading and execution platform for Asia and Europe. Deepshikha has over a decade of experience in the finance industry.

    Deepshikha holds a Bachelor of Technology in Computer Science and a Masters of Business Administration in Finance from Singapore Management University. To get her going, she likes to run, practice yoga and go surfing.

    Ross Milward


    Ross Milwardは、革新的なデジタル資産管理ソリューションを提供するQuantifeedのテクノロジーとエンジニアリングを主導しています。Quantifeedを共同設立する以前は、15年以上投資銀行業務に従事し、株式および株式デリバティブ技術の上級職を歴任してきました。



    Alex Ypsilanti


    Alex Ypsilantiはデジタル資産管理の課題を解決するQuantifeedのミッションをCEOとして担っています。




    Alex Ypsilanti

    Chief Executive Officer &

    Alex Ypsilanti spearheads Quantifeed’s mission to solve the challenges of digital wealth management.

    Before co-founding Quantifeed, he spent fifteen years as an investment banking research analyst. His work enabled investors to improve their risk-adjusted returns and to gain access to a wider range of market strategies and risk premia. Alex, a top ranked analyst by Institutional Investor, had a leading role in the growth of the European ETF market, hedge fund replication and the use of volatility products in portfolios.

    A former managing director for Morgan Stanley and Bank of America Merrill Lynch, Alex has built and led teams of derivatives and quantitative strategists in London, Tokyo and Hong Kong.

    Alex holds Bachelors and Masters degrees in Information Systems Engineering and a PhD in Mathematical Finance from Imperial College, University of London.