UI/UX Revamp for Wealth Management Platform

Qdeck is a cloud-based FinTech platform designed for financial advisors and institutional asset managers. While the platform aims to streamline investment management processes, it has struggled with user experience issues due to a legacy design. As Product Manager, I led the initiative to re-imagine the platform’s design and user flow to simplify and enhance the user experience, thereby reducing customer churn and boosting satisfaction.

Objective: Redesign the Qdeck platform to create a more intuitive and user-friendly experience for financial advisors and institutional asset managers. The goal was to simplify user interactions, address pain points, and improve overall customer satisfaction to reduce churn.

Industry & Product

• Industry: Financial Technology (FinTech)
• Product: Wealth management platform for registered investment advisors (RIAs)

Target Users

• RIA Firms
• Hedge Funds
• Investment Companies

1. User Research

• Interviews: Conducted in-depth interviews with 20 RIA firms to identify pain points and understand how they use the platform.
• Behavioral Analysis: Utilized Hotjar live video to observe user interactions and identify friction points in real-time.

2. Design & Prototyping

• Wireframes & Prototypes: Created high-level wireframes using Figma, then developed them into detailed prototypes.
• User Testing: Led multiple rounds of user testing with RIAs to validate and refine design concepts, ensuring the new interface met their needs.

3. Competitive Analysis

• Market Research: Studied competitors’ design systems and user flows to understand why customers were leaving Qdeck for other platforms.
• Backlog Development: Added discovered capabilities and features from competitive analysis to the development backlog for future consideration.

4. Roadmap & PRD

• Strategic Planning: Developed a clear roadmap prioritizing the UX revamp,Product Requirements: Authored a comprehensive PRD that detailed the necessary design 

5. Product Launch & Driving Usage

• Launch Strategy: Developed and executed a comprehensive product launch strategy, ensuring a smooth transition for existing users and effectively introducing new users to the platform’s updated features.
• User Adoption: Implemented targeted campaigns and training sessions to drive user adoption and maximize usage of the new platform features.
• Feedback Loop: Established continuous feedback loops with users post-launch to monitor adoption rates and make iterative improvements to drive engagement.

• Streamlined User Flow: Simplified navigation and user flow, making the platform more intuitive for financial advisors.
• Customizable Dashboards: Offered customizable dashboards to cater to the diverse needs of different user types.
• Enhanced Reporting: Improved reporting tools to provide deeper insights and better support decision-making for investment managers.
• Mobile Optimization: Ensured the platform was fully optimized for mobile use, accommodating the needs of on-the-go users.
• Security Enhancements: Integrated advanced security features to protect sensitive financial data, addressing a critical concern for users.

• NPS Score: Achieved a significant improvement in the Net Promoter Score, indicating higher user satisfaction.
• User Engagement: Noticed a marked increase in user engagement, with more frequent and deeper interactions with the platform.
• Sales Performance: Enhanced sales demos led to higher conversion rates, making it easier for the sales team to close deals.
• Customer Retention: Successfully reduced customer churn, retaining more users by addressing their specific needs and simplifying the user experience.

• Challenge: Diverse operating processes among RIAs led to demands for custom user journeys.
• Solution: Collaborated closely with the design team to create universal designs that could be easily adapted. Validated these designs with client feedback and iterated as needed to ensure broad usability.