Digital product experience for private market platform
Overview
The one with a fintech Saas, where I led the end-to-end product design of a complex investment experience, that unlocked new funding opportunities, generated new business leads and created excitement thanks to numerous industry awards.
Categories
Dashboard
Fintech
Date
Mar 3, 2025
Description
A leading wealthtech platform, saw an opportunity to start offering a new private equity investment fund vehicle, with the task of the product team was to research, understand, design, and launch a new investment product experience on the client trading dashboard. This represented a unique opportunity to define what a great private equity experience looks like, as it would be the world's first digital offering of such investment model.
Key goals.
Define the look and feel clients' product experience invest into semi-liquid investment funds
Validate the product design hypothesis with potential clients and continue iterating on product requirements
Help wealthtech startup unlock a new revenue stream and become market leader in how wealth managers access & invest in private markets
Enable wealth managers and their clients to seamlessly access and manage evergreen private market investments through a simple, transparent, and intuitive platform experience that balances liquidity, operational ease, and compliance at every step.
Enable wealth managers and their clients to seamlessly access and manage evergreen private market investments through a simple, transparent, and intuitive platform experience that balances liquidity, operational ease, and compliance at every step.
Product Story
Fluidity
Visual Clarity
Use of iconography
Lottie Animation
Lightweight
Empower Insight
Limit Distractions
Deliberate emphasis
Control
Focused Statistics
Encourage Habits
Go with Best Practice
Optimise & organise the structure, to help users navigate and find the information they need
Rapidly validating ideas.
Progression of a fund detail page template
Portoflio before/after
Considering experience of wealth managers to individual investors.
Considering experience of wealth managers to individual investors.
Making the right investment choices
The fund list emphasises key datapoints, scannability, and filtering thanks to granular taxonomy of all fund types.
Understanding the fund opportunity
Detailed metrics are presented in a way that is digestable and aligns with wealth managers’ workflow.
Fund card on the left is fixed, highlights key dates with a CTA to place an investment.
Error prevention
Closing a trade is associated with lot of stress. Rather than creating a frictionless journey. The process actively engages the wealth manager, resulting in fewer errors.
Viewing the portfolio
Complex reporting on fund performance emphasises data access and scannability, to help advisors build a narrative how the position in private market is evolving.
Documenting for seamless handover.
Documenting for seamless handover.
Documenting for seamless handover.
What I
learnt.
What I learnt.
The value of prioritising rapid delivery & validation
With tight deadlines, team put great value on quickly validating product design decisions.
Being creative where it's not possible to test with real users
With company decision to place work under NDA, I had to find creative ways of testing the concepts, either through synthetic user testing, internal validation, and mock demo's.
Lean on internal teams for collaboration as we're learning
The team worked together on addressing challenges, working through the hypothesis in a finance product that's still largely a greenfield market.
Applying AI to product design process
Validating with real & synthetic users
Limited options to test with wealth managers meant I had use more experimental methods and get insights by creating synthetic users using large language models.
To do this I fed a custom gpt with previous transcripts of interviews, and iterating over 100+ versions of instructions and prompts to reach a point where I was 90% confident the responses were aligned with responses of a real wealth manager.
Limited options to test with wealth managers meant I had use more experimental methods and get insights by creating synthetic users using large language models.
To do this I fed a custom gpt with previous transcripts of interviews, and iterating over 100+ versions of instructions and prompts to reach a point where I was 90% confident the responses were aligned with responses of a real wealth manager.
Personal project retro.
Complex financial products will always have multiple solutions to problems
Learn on the project and learn quick to understand the topic
Use AI & MCP tools to enhance and embelish UX processes
