From product design to brand transformation,
building a unified experience for a global AI fintech platform.
RockFlow is a Singapore-based AI fintech company building a global investment platform for the next generation of investors. Powered by AI and quantitative research, the platform brings together stocks, options, ETFs, and digital assets into one seamless investing experience. As the company's sole designer, I led the evolution of the product, visual identity, and design system—helping shape a unified AI-native ecosystem across every user touchpoint.
Sole Product Designer
I led the end-to-end design of RockFlow, building a unified design ecosystem across product, user experience, visual design, and brand.
Design Scope:
RockFlow began in 2019 with a simple idea: make investing feel less intimidating and more enjoyable. Its early identity was built around retro comic aesthetics, playful illustrations, and a game-inspired visual language that helped the brand stand out.
As the company expanded, the product evolved from a trading tool into a broader AI-powered investment platform. The original visual language, while distinctive, could no longer support a growing product ecosystem, cross-platform consistency, or the trust expected from a global fintech brand.
The challenge wasn't simply redesigning the interface—it was redefining the entire experience. My goal was to lead RockFlow's transition toward a cleaner, more mature, AI-native design language while preserving the sense of warmth and curiosity that had always been part of the brand.
Transforming investment into a lifestyle for young people, powered by AI.
RockFlow App is the core product behind the RockFlow ecosystem. Combining Bobby AI with Hong Kong and U.S. stock trading, it makes investing simpler and more approachable. Every interaction is designed to help users invest with greater clarity and confidence.
Every design decision started with understanding what users truly needed—and what the product needed to become.
By combining Bobby AI, intuitive product design, and a more approachable visual language, I transformed investing into an experience that feels easier to start, more enjoyable to explore, and rewarding to return to.
Most trading apps felt complex and intimidating, while younger investors expected an experience that was simple, engaging, and easy to navigate.
Curious about investing and excited by AI, but new to the market. Looking for a simple, guided experience that makes investing feel easy, engaging, and approachable.
First-time Investor
“Investing should feel as easy and
intuitive as the apps I use every day.”
Follow top investors and discover AI-powered strategies.
Simple screens that make investing easy to understand.
More than a visual system, it's a foundation for building consistent and scalable product experiences.
Turning strategy into experiences users interact with every day.
Track your assets with clear performance trends and real-time portfolio insights.
A clean interface puts the most important market data front and center. Every interaction is designed to make trading faster, simpler, and more intuitive.
Copy Trading makes professional investment strategies accessible to everyone. Users can follow top traders with ease while learning through real market performance.
AI Strategy transforms complex market data into clear, actionable insights powered by AI. It helps investors discover opportunities faster and make more confident trading decisions.
Trade smarter with Dip Sniper, Baby Bear, and Baby Bull. Simplify strategies, build positions, and maximize opportunities. Options trading made easy for everyone.
A centralized space for managing assets, portfolios, and personal preferences. Clear information architecture and personalized settings help users stay organized and in control throughout their investing journey.
By combining astrology with market insights, RockFlow creates a more personal investing experience for a new generation. It makes investing feel more engaging, approachable, and fun.
RockFlow makes crypto ETF investing simple and accessible through a seamless trading experience. It helps users diversify their portfolios with one of the fastest-growing asset classes.
Bobby AI is your personal investment companion, bringing intelligent assistance to every investing journey. Powered by natural language interaction, Bobby helps users discover strategies, analyze opportunities, and complete complex tasks. As RockFlow’s AI core, Bobby creates a smarter and more personalized investing experience.
Tell Bobby a theme—like 'green energy' or 'AI chips' —and Bobby builds a back-tested AI portfolio you can copy with just $1.
Fear market swings? Need protection or extra income? Bobby designs option spreads and sends them to our regulated AI broker app in seconds.
Say 'Buy $100 of Tesla', and Bobby places the order instantly — no typing, no mistakes.
Bobby tracks your risk level and auto-rebalances each AI portfolio, so your strategy stays on target without busywork.
Translating Bobby AI’s personality into a visual language that feels intelligent, approachable, and unique.
Intelligent
Personal
Inspiring
Establishing a flexible design system to support consistent experiences across AI products and platforms.
Bobby AI inherits the unicorn symbol from RockFlow, creating a natural connection between the AI assistant and the existing brand ecosystem.
Through soft gradients and a distinctive sparkle detail, the logo captures the feeling of intelligence, curiosity, and unexpected possibilities brought by AI.
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Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll
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Light | Regular | Medium | Semibold
Designed to humanize complex investment concepts through abstract storytelling.
The illustrations combine dreamy textures, futuristic gradients, and subtle financial symbols to create a visual experience that feels intelligent, approachable, and inspiring.
Bobby helps with real-time analysis that tells you not just what moved, but why
Just speak — Bobby understands your intent and places the trade
The more you talk with Bobby, the better Bobby knows your style and preferences
Set your trading rules once. Bobby automatically places orders when your conditions are met.
An AI companion that understands your goals, learns your preferences, and turns conversations into confident investment actions.
RockFlow.ai is the digital hub of the RockFlow ecosystem, combining the brand experience with a powerful web trading platform. Built for desktop-first investors, it delivers a seamless investing experience with greater efficiency, clarity, and confidence.
The digital gateway to the RockFlow ecosystem, connecting brand storytelling with product discovery.
Interactive walkthroughs make Bobby’s key features easy to explore and understand. Users can quickly learn how each feature works before experiencing it in the app.
Experience a simplified version of Bobby’s AI Strategy directly on the web. Explore how AI generates investment ideas and discover the value before entering the app.
A professional desktop experience that brings the power of RockFlow investing to the web.
Built for desktop workflows, Bobby AI provides a more comprehensive view of the market and your portfolio. With more space for analysis and conversation, investing becomes faster, smarter, and more efficient.
/ Smarter Investing
