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Reimagining Financial Tools for the Next Generation of Investors

Product Discover + Delivery (2023)

Research  |  Workshop Planning  |  Responsive Web Design

Cross-functional collaboration  x  Stakeholder management

x Design mentorship

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Challenges

Create an engaging, accessible platform that simplifies complex financial information, positioning The Globe and Mail as the premier resource for the new generation of retail investors.

Our Approaches

As Lead Product Designer, I implemented a user-centric design process, leveraging design thinking and research to align feature ideation with user needs. We used prototypes to evaluate potential features, mitigating risks across desirability, usability, feasibility, and viability pre-implementation.

Apporach
Phase 0

Immersion

Focus

  • Engage stakeholders for vision, goals, and expectation alignment. 

  • Review and comprehend existing research materials. 

  • Planning the User, Business, and Technical Research ensures the resulting product is user-centric, market-aligned, technically feasible, and mitigates potential risks.

Activities

  • Immersion workshops.

  • Stakeholder interview.

  • Plan research activities

  • UX heuristic audit

UX audit 1
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UX audit 4
UX heuristic audit
Phase 1

Research & Define

Focus

  • Perform an audit to identify current challenges in Watchlist's current UI/UX

  • Understanding customer jobs, pains, and gains across current and target user segments and identifying the target audience for the watchlist.

Activities

  • Users interview

  • Synthesis

  • Users journey

  • User persona

  • Insights writing

  • Research Share-out

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Persona
Users Journey
Users Journey
Phase 2

Ideation, Prototyping
& Validation

Focus

  • Ideation and Concept Development to unfold potential opportunities for Watchlist

  • Identified feasibility risks and best-fit solution options.

Purpose

  • ​Ideation workshop & prioritizations

  • Conceptual wireframe development

  • Design review and iteration.

Ideation Workshop
Ideation
Opportunity
Oppertunity
Concept V1

This concept focuses on the intuitiveness of UX based on the research insights of Lenny and Haesu. 

 

The redesign and the features proposed to deliver a smooth, minimal experience and engage users with the current watchlist workflow without breaking the flow.  ​

Redesigned Core Tasks: 

Redesign of existing watchlist | Discover New Stock | Add Stock to the watchlist. 

Concept v1
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Pivot

Based on the client's product roadmap with development efforts and resource constraints.

 

The team decided to pivot the focus of redesigning the Watchlist experience itself, which requires three third-party API efforts and support beyond the client's budget. 

​

The recommendation is to prioritize and establish the onboarding experiences for new-generation investors.  
Phase 3

Build & Release

Focus

  • Transfer the concept wireframe to high-quality and high-impact features that drive watchlist user growth.

  • Validate the desirability and usability before implementation.

  • Collaborate with the developer's team to produce pixel-perfect responsive products.

Purpose

  • Onboarding users flow

  • ​Hi-Fi prototype

  • Usability testing

  • Design governance, design review, hand-off.

Onboardings 
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Impact

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Increased Engagement

The new features improved user experiences and increased platform engagement.

Greater Flexibility

Users now have more flexibility in their investment choices, catering to the diverse needs of novice investors.

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Improved Accessibility

The frictionless onboarding process encouraged more users to explore the platform, potentially increasing the user base.

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