Looking at the problems our users faced, the business was looking to solve their frustrations by helping create a more trusted investment experience and to help them to view their fund performance in an easier way.
Most of the customer feedback received was that the current website was very outdated and looked like a "fly-by-night". They also felt that there needed to be a clearer way to know that they had to log-in to access the web-app from the main website.
Most of the customer feedback received was that the current website was very outdated and looked like a "fly-by-night". They also felt that there needed to be a clearer way to know that they had to log-in to access the web-app from the main website.
Pains
1: Users had to scroll down to look for the log-in button each time they wanted to access the portal
2: The brand was out-dated compared to competitors of the same calibre
3: Everything is manual
4: Hard to find documents
5: Have to email clients load of things manually rather than be able to export at a click directly to them
Gains
1: To be able to login to the client portal really quickly - this was the regular user's main goal when accessing the website
2: To have a more trust-worthy brand as a partnership when investing large sums
3: Give best and latest advice possible to clients
4: Help clients manage their portfolios effectively
As a wealth manager at a top Manhattan firm, Umar works with multiple clients and manages a variety of portfolios.
As he juggles many tasks on a daily basis, he needs effective tools that he can use at a click of a button to make sure he gets his clients the information they need without any delays and having to do things manually.
He gets frustrated when he can’t find things that should be simple to find and wants to be able to work more efficiently by only viewing / downloading / exporting the information he really needs to access.
As he juggles many tasks on a daily basis, he needs effective tools that he can use at a click of a button to make sure he gets his clients the information they need without any delays and having to do things manually.
He gets frustrated when he can’t find things that should be simple to find and wants to be able to work more efficiently by only viewing / downloading / exporting the information he really needs to access.
Ideation
Looking at best-in-class Fin-tech experiences, combined with direct and indirect competitor research, I ideated with my cross-functional team including front & back-end engineers to design the best solution for implementation and to test viability.
Design
I tested the low-fidelity prototypes with 5 external users and 3 internal senior stakeholders to refine the flows, create relevant content and to find any areas for improvement. I then iterated on the lo-fi prototypes and took the preferred flows across to high-fidelity prototypes and presented that to senior stakeholders along with my findings and feedback from users.
I then took the approved design across to 3 different breakpoints for mobile, tablet and desktop sizes. I worked directly with my developers to ensure a smooth handover of design files.
Findings and next steps
The senior stakeholders and our customers loved the new branding and were really pleased that their feedback had been taken on board to solve frustrations.
"This feels a lot more relevant and the updated branding is great."
Phil, Private Investor
Phil, Private Investor
The next steps would have been to suggest the addition of relevant news feed and article section based on the feedback we had received from users after testing, and to continue to build out the Antarctica design system.