Gladys Foo
Currently at Endowus 🧢, helping people invest better for an easier tomorrow.
I consider myself a designer that is good at breaking down complex problems and scaling team culture and workflows. 🤲🏻 I also care deeply about giving back to the community.
This space offers a peek 👀 into some of the work I've done. Think of it as the appetiser. 🥣 I'm always down for a chat if you'd like to go deeper, or about anything else under the sun. ⛅
Fund compare
May 2026
To help clients make better informed investment decisions, I redesigned Endowus’ fund comparison feature — including its design principles, layout, content, and all of its core interactions.
Some of the many design iterations made throughout the process.
User research panel
Oct 2025
After noticing a gap in how we validated ideas, I built a user research panel of 1,000+ clients and non-clients, enabling teams across the company to test ideas quickly.
This was also made possible through close collaboration with our data and marketing teams.
Goal folders
Aug 2025
One of my favourite works to date.
Goal folders enables clients to group goals and view progress in one place. I designed, iterated, and shipped the feature in two weeks. Within days of launch, 7,000+ folders were created, making it one of the most positively received features I’ve worked on.
Accredited Investor Growth
Apr 2025
Simplified accredited investor (AI) opt-ins in just two taps. Also learnt a lot about how effective one-time pop-ups can be in driving conversion.
Fixed-Rate Savings
Feb 2025
This was Endowus’ first fixed time deposit launch in Hong Kong. Back then, building a new product from scratch would take months, and we needed a faster path to market.
I designed and built the landing page and investment order submission flow from scratch to accelerate launch 4x faster.
To date, we’ve gotten $42M in fixed-rate saving orders. The design principles I established also helped shape the designs when the feature went fully native.
Big blue button
Feb 2025
Adieu to inconsistency! I led the redesign of our mobile buttons. It now passes WCAG accessibility and designers can easily plug and play it into their Figma designs.
General Assembly
Aug 2025
I reflected on how I found my place in design with General Assembly—grateful to have been a part of it.
A unifying design system
Jun 2024
Partnered with an AI wealth tech company to build a design system that ensured consistency across all touch points. Also dipped my toes in designing for data visualisations.
Charge your EV
Feb 2024
Led the end-to-end design experience of GetGo’s in-app EV charging feature. To ensure a user-friendly experience, I advocated for and led research to validate our solutions.
BEACON
Nov 2023
Designed and developed the landing page for Better.sg’s first tech-for-good conference, BEACON. We garnered 300+ event sign-ups within weeks.
