Gilbertjnlee

INDVEST Platform: Public Landing Page & Back-Office Growth Dashboard

INDO HARVEST SEKURITAS

WEBSITE REVAMP

INDVEST is a modern online trading ecosystem by PT Indo Harvest Sekuritas. As a Full-Stack Designer, I led the end-to-end execution—combining a high-converting pre-launch landing page with a robust back-office admin dashboard to manage web CMS, gamified user reactivation campaigns (Custom Roulette), and real-time user acquisition pipeline tracking.

EXECUTIVE SUMMARY

Preparing for the launch of its INDVEST online trading platform, PT Indo Harvest Sekuritas required a two-fold strategy: a compelling public interface to drive pre-launch conversion and a powerful internal back-office system. Operational and marketing teams were bottlenecked by legacy tools, making web content updates slow, dormant user reactivation inefficient, and user onboarding stages difficult to track.

THE OVERALL PROCESS

My Role: As a Full-Stack Designer, I led the end-to-end creation of this ecosystem—from the customer-facing landing page to the technical architecture of the internal admin dashboard covering CMS, event engines, and pipeline analytics.

Aligning

Understanding the securities business model, growth KPIs, and regulatory compliance.

Aligning

Understanding the securities business model, growth KPIs, and regulatory compliance.

Aligning

Understanding the securities business model, growth KPIs, and regulatory compliance.

Research

In-depth stakeholder interviews
Identifying internal operational bottlenecks

Research

In-depth stakeholder interviews
Identifying internal operational bottlenecks

Research

In-depth stakeholder interviews
Identifying internal operational bottlenecks

UXFlow

Mapping user acquisition funnels
Defining back-office CMS & event campaign flows

UXFlow

Mapping user acquisition funnels
Defining back-office CMS & event campaign flows

UXFlow

Mapping user acquisition funnels
Defining back-office CMS & event campaign flows

Design

Structuring the public landing page & admin dashboard modules

Design

Structuring the public landing page & admin dashboard modules

Design

Structuring the public landing page & admin dashboard modules

Build

Developing the platform with integrated data aggregators & API endpoints

Build

Developing the platform with integrated data aggregators & API endpoints

Build

Developing the platform with integrated data aggregators & API endpoints

ALIGNMENT

THE SCOPE

Public Web Landing Page: Designing & building a dynamic pre-launch landing page connected directly to the back-office CMS.

Web Content CMS: Developing internal back-office tools for independent management of web copy, banners, and news assets.
Gamified Event Engine: Building a modular campaign manager featuring a Custom Roulette system for dormant account reactivation.
Acquisition Pipeline Monitoring: Architecting a real-time tracking dashboard to monitor user registration and KYC verification stages.

Public Web Landing Page: Designing & building a dynamic pre-launch landing page connected directly to the back-office CMS.

Web Content CMS: Developing internal back-office tools for independent management of web copy, banners, and news assets.
Gamified Event Engine: Building a modular campaign manager featuring a Custom Roulette system for dormant account reactivation.
Acquisition Pipeline Monitoring: Architecting a real-time tracking dashboard to monitor user registration and KYC verification stages.

Public Web Landing Page: Designing & building a dynamic pre-launch landing page connected directly to the back-office CMS.

Web Content CMS: Developing internal back-office tools for independent management of web copy, banners, and news assets.
Gamified Event Engine: Building a modular campaign manager featuring a Custom Roulette system for dormant account reactivation.
Acquisition Pipeline Monitoring: Architecting a real-time tracking dashboard to monitor user registration and KYC verification stages.

Business Goals:

Accelerate digital marketing execution by empowering internal teams to manage web content independently via a self-serve CMS.
Boost user retention and reactivate dormant accounts using gamified marketing campaigns.
Provide executive management with clear visibility into the user acquisition funnel, from initial registration to KYC completion.

Product Strategy:

CMS Integration: Architect a dynamic content management system so marketing can push updates without relying on engineering deployment cycles.
Gamified Event Engine: Build a modular event manager featuring a ready-to-use Custom Roulette Campaign designed specifically for dormant user reactivation.
Acquisition Pipeline Monitoring: Design an intuitive visualization hub to track user onboarding stages and identify drop-off points.

Research & Insights

Internal Target Audience: Marketing, Operations, Growth/CRM Teams, and Executive Stakeholders.

Internal Pain Points Identified:
1. Developer Dependency for Content: Minor copy or banner updates caused operational bottlenecks due to lengthy release cycles.
2. High Rate of Dormant Accounts: Existing inactive users required engaging, low-friction incentives to return to the platform.
3. Fragmented Acquisition Data: Operations struggled to identify exact drop-off stages during user onboarding.
Strategic Solution:
- Build an integrated Admin Dashboard featuring three specialized modules: Web Content CMS, Event & Campaign Manager, and Acquisition Pipeline Tracker.

Internal Target Audience: Marketing, Operations, Growth/CRM Teams, and Executive Stakeholders.

Internal Pain Points Identified:
1. Developer Dependency for Content: Minor copy or banner updates caused operational bottlenecks due to lengthy release cycles.
2. High Rate of Dormant Accounts: Existing inactive users required engaging, low-friction incentives to return to the platform.
3. Fragmented Acquisition Data: Operations struggled to identify exact drop-off stages during user onboarding.
Strategic Solution:
- Build an integrated Admin Dashboard featuring three specialized modules: Web Content CMS, Event & Campaign Manager, and Acquisition Pipeline Tracker.

Internal Target Audience: Marketing, Operations, Growth/CRM Teams, and Executive Stakeholders.

Internal Pain Points Identified:
1. Developer Dependency for Content: Minor copy or banner updates caused operational bottlenecks due to lengthy release cycles.
2. High Rate of Dormant Accounts: Existing inactive users required engaging, low-friction incentives to return to the platform.
3. Fragmented Acquisition Data: Operations struggled to identify exact drop-off stages during user onboarding.
Strategic Solution:
- Build an integrated Admin Dashboard featuring three specialized modules: Web Content CMS, Event & Campaign Manager, and Acquisition Pipeline Tracker.

PROBLEMS

Dev Bottleneck: Slow web updates due to heavy developer dependency.
High Dormant Users: Inactive account holders were hard to re-engage.
Opaque Onboarding: Lack of visibility into user drop-offs during KYC verification.
Fragmented Tools: Disconnected internal systems caused operational friction.

NEEDS

Self-Serve CMS: Real-time web content management with zero coding required.
Gamified Roulette Engine: Interactive campaign module for dormant user reactivation.
Pipeline Tracker: Visual dashboard to track real-time onboarding progression.
Centralized Admin Hub: Unified CMS, event engine, and analytics in one place.

GOALS

Fast Execution: Cut content publishing time from days to minutes.
Boost Reactivation: Increase re-engagement and trade activity among dormant users.
Higher KYC Conversion: Identify and reduce applicant drop-offs across onboarding stages.
Operational Efficiency: Streamline internal workflows and eliminate cross-team friction.

Crafting & System

System Architecture & Flow

The platform was designed as a modular ecosystem, allowing each internal core module (Content CMS, Gamified Event Engine, Acquisition Pipeline) to operate independently while sharing a unified user data and backend analytics architecture.

Brand Persona & Visual Identity (Dashboard):

Layout & Navigation: A clean, data-dense interface featuring a collapsible sidebar to maximize working screen real estate.
Visual Feedback System: Intuitive color-coded status badges to differentiate active campaigns, scheduled events, and acquisition pipeline stages.

Design System & Component Architecture:

Reusable UI components for CMS forms, high-performance data tables with advanced filtering, and live gamification preview controls.
Direct alignment between Figma design tokens, front-end UI component variables, and back-end API payload structures.

Design Solution

The Landing Page (Public Face):

A high-performance landing page linked directly to the back-office CMS for real-time dynamic content updates.

The Core Dashboard Modules (Internal Hub):

Web Content CMS: An intuitive interface to manage promotional banners, news articles, FAQs, and web copy dynamically without code changes.
Event & Campaign Management (Roulette Engine): An interactive campaign control panel featuring the Re-Activation Custom Roulette—allowing marketing teams to adjust reward probabilities, target specific dormant user lists, and customize visual themes.
New User Acquisition Pipeline: Interactive Kanban and Data Table views to monitor applicant progression through key funnel milestones (Registration>KYC Verification>First Deposit> Active Trader).

Development & Technical Execution

Full-Stack CMS & Pipeline Architecture:

Designed data schemas and API contracts to connect CMS assets, user acquisition pipelines, and the underlying probability logic for the Roulette Event engine.

Front-End Performance & UI Implementation:
- Built responsive, data-dense grid components capable of rendering large datasets smoothly without lagging.
System Integration & Handoff:
- Integrated event triggers with existing user account databases and ensured acquisition tracking mechanisms complied with internal data security and regulatory standards.

Full-Stack CMS & Pipeline Architecture:

Designed data schemas and API contracts to connect CMS assets, user acquisition pipelines, and the underlying probability logic for the Roulette Event engine.

Front-End Performance & UI Implementation:
- Built responsive, data-dense grid components capable of rendering large datasets smoothly without lagging.
System Integration & Handoff:
- Integrated event triggers with existing user account databases and ensured acquisition tracking mechanisms complied with internal data security and regulatory standards.

Full-Stack CMS & Pipeline Architecture:

Designed data schemas and API contracts to connect CMS assets, user acquisition pipelines, and the underlying probability logic for the Roulette Event engine.

Front-End Performance & UI Implementation:
- Built responsive, data-dense grid components capable of rendering large datasets smoothly without lagging.
System Integration & Handoff:
- Integrated event triggers with existing user account databases and ensured acquisition tracking mechanisms complied with internal data security and regulatory standards.

Key Takeaways

Key Takeaway: Designing for fintech isn't just about creating slick end-user interfaces; it’s about building powerful, reliable back-office tools that empower internal teams to drive business growth.

The Value of a Full-Stack Approach: Holding ownership across both UX and full-stack technical execution allowed me to translate complex requirements—like a gamified roulette engine and dynamic pipeline tracking—into a production-ready dashboard that directly moves key business metrics.

The Value of a Full-Stack Approach: Holding ownership across both UX and full-stack technical execution allowed me to translate complex requirements—like a gamified roulette engine and dynamic pipeline tracking—into a production-ready dashboard that directly moves key business metrics.

The Value of a Full-Stack Approach: Holding ownership across both UX and full-stack technical execution allowed me to translate complex requirements—like a gamified roulette engine and dynamic pipeline tracking—into a production-ready dashboard that directly moves key business metrics.