TIFIN AG
Designing a wealth managment platform
OVERVIEW
Client
TIFIN AG
2024
Scope of Work
TIFIN AG is a fintech company that develops innovative solutions for asset and wealth management. They use data analytics, AI, and personalized investment tools to improve client experiences and make financial services more efficient. As the dedicated product designer for the brand, I collaborated with a small team to build a CRM platform from the ground up in 6 months.
Outcome
After a series of design sprints and a concerted effort from the entire team, we have acquired new clients through product demos and will launch the product by January 1st 2025.
THE PROBLEM
Organic growth continues to be a significant challenge for advisors, bankers, and wealth managers, with most institutions achieving only 2% to 4% growth on average across the industry.
THE APPROACH
Design a CRM platform that addresses common usability issues in the market and promotes the TIFIN AG solution.
I worked closely with the TIFIN AG team to design a user-centered customer relationship management (CRM) platform that is highly customizable, intuitive, and easy to navigate, helping professionals streamline their workflows and optimize growth opportunities.
My three deliverables for this project were:
Design an intuitive onboarding funnel that directs users to select a growth strategy
Allow advisors, bankers, and wealth managers to seamlessly find a client dashboard
Allow users to easily get recommendations on client communication
When designing a CRM for financial professionals, I prioritized an intuitive interface, customization options, automation for efficiency, real-time insights, seamless integrations, and personalized engagement features to enhance workflow, decision-making, and client relationship management.
User Stories
I used insights from user feedback to address key pain points for bankers, advisors, and wealth managers. Key features included efficient lead management and segmentation for improved client acquisition, automated campaigns to streamline outreach, simplified onboarding to build trust, a 360-degree client view for personalized advice, and tools for creating tailored financial plans to strengthen advisor-client relationships.
User Flows
Based on both the priorities of the project timeline and the user stories, I laid out the most critical tasks that deliver the most value to the users of the product.
Site Map
Working with the team, and after many rounds of iterations, I developed a site map based on the user flows for each of the 3 deliverables. The following illustrates part of the client dashboard journey.
Wireframes
I started wireframes by reviewing the collected information in detail to ensure that every aspect of the user journey was addressed. This included understanding key user goals, identifying pain points, and ensuring that the platform’s features were aligned with the workflows of advisors, bankers, and wealth managers.
UI Design
For the UI design phase, I utilized the existing style guide and component kit to ensure consistency with TIFIN AG’s brand identity while developing an interface that was both visually appealing and highly functional for advisors, bankers, and wealth managers.
Development Handoff
During wireframing and UI design, I collaborated closely with the development team via weekly Zoom calls and Slack for real-time updates. I annotated Figma designs to clarify interactions and specs, organized a design system for consistency, and provided ongoing feedback to ensure the final product aligned with the design vision.
Prototyping
I created high-fidelity interactive prototypes to showcase the platform's functionality before development. These prototypes helped the development team build a demo site, which was presented to stakeholders for feedback and showcased at industry conferences. This iterative process allowed us to validate the design, gather critical input, and generate excitement, ensuring the platform met user needs and was market-ready.
THE SOLUTION
The high-fidelity interactive prototypes enabled us to gather valuable stakeholder feedback and user insights, ensuring the platform met needs and generated excitement, ultimately refining the design for market readiness.
6. Key Takeaways
Prioritizing the needs of advisors and wealth managers led to an intuitive CRM that addressed key pain points. Close teamwork with stakeholders and developers ensured alignment and smooth execution. Interactive prototypes provided early feedback, refining the design before development. Ongoing testing and feedback fine-tuned the platform to meet user needs and business goals. A clear, well-documented handoff enabled precise implementation, ensuring consistency in the final product.