One of the world’s leading Financial Institutions our customer offers solutions and products for both Private and Corporate end customers – the services being equities, derivatives, currency, IPOs, mutual funds to name a few. The need was for an innovative investment platform that could redefine the way investments are being done, understood and used by end customers, as of today.
Shifting tech trends are forcing technology companies to reimagine their value proposition making the world an every-minute innovation driven realm. To stay relevant more and more organizations are embracing a user-centered design and UX research methods – exactly what inspired our approach. We started with dating our customer to understand the product and vision of the stakeholders. Multiple workshops were conducted involving Empathy Mapping, User Journey Mapping, Business Model and Solution Whiteboarding. We also conducted User Research, Competitor Analysis. Based on the data points, an Information Architecture (IA) with user flow was built for the app.
We knew for getting the user experience right, IA was going to be key. We went through multiple iterations with the stakeholders to understand and map the top of mind thought-process of a user on the portal and the mobile app. Keeping the user at the centre of everything – we were very specific that the user experience could not be compromised with to get the app lost in the plethora of existing financial investment apps – there had to be a clear differentiator.
Once we got the User Journeys & the IA right, we moved to wire framing, prototyping & visual design. Responsive design was an imperative as the desktop & mobile versions of the app had to work with a multitude of resolutions, configurations & devices. Going through over eleven iterations before we finalised the design with the customer, we were clear about giving the customer exactly what they had envisaged. We put together the whole UI kit including the visual designs, style guides including fonts, brand colors & custom iconography.