How I Designed Private Equity's First-Ever Digital 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
The project setup
Team setup
Senior Product Designer
2x Product Managers
Engineering Lead
2-4x engineers
Compliance manager
Head of Finance Product
Finance Product strategist
My role
Digital Experience Discovery
Strategic Product Definition
End-to-end Product Design
Rapid Product Design Validation
Remote & in-person user testing
Outcome
An intuitive investment flow, built seamlessly on top of an existing b2b wealth management dashboard.
The problem
Key goals
Product story
Design principles
Progression of a fund detail page template
Multi user permission & information architecture
Portfolio before/after
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.
Examples of design documentation for handover
Applying AI to product design process
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.
