Redesigning Single Portfolio View
Product Design · Octopus Investments
Timeline.
Jan 2020 - June 2020
Platform.
Desktop application (launched)
Team.
Sole Designer (Lead Designer), 1 Product Manager, 1 Researcher, 1 UX Writer, 10 Engineers
Digitise financial advisers’ consultation processes ✏️
Background
Octopus is an investment company in London, UK. Previously, the financial adviser’s consultation process with clients hugely relied on papers and posted applications.
I worked on the ‘Hub’, a B2B platform for financial advisers to self-serve their clients with 14 Octopus Investments products. Hub’s mission is to make financial advisers' jobs easier through digital transformation, therefore, reduce cost, time and paper.
Redesign Single Portfolio View
Business Brief
Single portfolio view is a page where financial advisers can see clients’ portfolios and export valuation reports. User testing on the Single Portfolio View has discovered that it is not serving its purpose to users (advisers), therefore redesign was needed.
New Single Portfolio View
Final Outcome
New Single Portfolio View shows the most commonly asked information by advisers upfront, therefore can reduce customer issues and advisers’ time and effort. The Export valuation feature is more simplified and streamlined as this is the advisers’ main Job to be Done.
Users
Financial advisers
Previous research has shown the following information about the user (advisers).
Problems
Problems in old design
“How might we help financial advisers serve their clients as easy and fast as possible while delivering a seamless user experience?”
Shadowing CS team
Research
For insights, I booked a weekly shadowing session with the customer support team. Because they are the only people interacting and talking to users every day.
Questions to Customer Support Team
“What are the advisers’ most commonly asked questions?”
“What makes advisers frustrated, what gets in their way?”
I interviewed 4 account managers and documented every phone call and email coming from financial advisers.
Incorporate user insight into design
Research Action Points
I worked closely with a UX researcher to uncover clearly framed, actionable user insight. Through shadowing sessions, I discovered the most frequently asked questions from financial advisers were Current value, Adviser charge and Performance since inception.
Based on this insight, I decided to place these three pieces of information on the top card section in SIngle Portfolio View for better visibility.
Outcome
1.Most frequently asked information on the top card section
2.Table is displayed when each tab is selected
3.CTA: export valuation
CTA: export valuation
CTA is simplified and prominent as exporting valuation reports is the user’s major job to be done on Single Portfolio View.
Date picker allows users to select a specific date for valuations with an option to choose the report format; pdf or csv.
Retrospective
Although the positive feedback I received from the customer support team indicated that the new Single Portfolio View enhanced the user experience, I wasn’t able to see the launch due to a shift in business strategy during COVID-19. However, the insights and lessons gained from this project remain invaluable.
“Eunbi showed rapid growth in the complex area of fintech product design for B2B. She has not only strong UI and visual design skills but also a strong motivation to understand the nature of business problems. What is more, she brought a lot of positive energy to our team and a lot of support for developers. She is an extremely talented designer who works deliberately and deliver work fast and in high quality”
Feedback from the team
Thank you!