How to design a financial institution's mini program to build trust

Mini programs for financial institutions differ from e-commerce or event mini programs: when users open one, they first decide whether the institution can be trusted, and only then look at the features. This applies especially to funds, investment firms and wealth managers, whose visitors are often investors, partners or job candidates. They care about professionalism and composure, not excitement.

Design builds trust mainly through four things.

1. Restrained layout and color

Trust starts with visual restraint. For layout, use a consistent grid and enough white space, with one topic per screen. For color, rely on one or two brand colors supported by neutral grays and white, and avoid large areas of saturated color. For type, keep a distinct hierarchy between headings and body text, without too many font sizes.

Promotional elements such as flashing tags, countdowns and red badges weaken the sense of professionalism in a financial institution's mini program.

2. A clear information hierarchy

Financial institutions usually have a lot to communicate: an introduction, investment philosophy, team, news and contact details. Work out the hierarchy first. Put only the few things visitors need to confirm first on the home page, group the rest by topic into second-level pages, and name navigation items in words visitors understand rather than internal terms.

This is the same task as planning a website's information architecture; see How to plan a website's information architecture for the approach.

3. Make identity, credentials and contact details easy to find

Visitors look for information that proves who the institution is: its full name, founding date, city, contact details and any applicable licenses. Don't hide this behind several layers of menus. Put it in a prominent place on the About page, and where needed, add entry points in the footer or the user account page.

In the copy, replace adjectives with facts. Stating what the institution does, for how long and where is more reassuring than a stack of vague adjectives.

4. Explain every step before users take it

For bookings, contact forms and login, explain what will happen before users act: who will see the information they submit, how soon they will hear back, and whether further verification is needed. Button labels should name the action, for example "Submit booking" rather than "OK", and a clear result page should follow each completed action.

Before launch, go through each of these steps on real phones; the pre-launch checklist for mini programs describes how to check them.

Summary

In a financial institution's mini program, trust comes from restrained layout and color, a clear information hierarchy, identity and credentials that are easy to find, and steps that are explained before users take them. Use less promotional visual language and more order and white space.

The mini program we designed and developed for Yunfeng Capital uses a minimal layout and a strict information hierarchy to convey a financial institution's professionalism and trustworthiness.