Building a Fintech Product
Context
At Advicefront, I was responsible for understanding user and business needs, conducting research, organizing information, and designing both the user experience and interface. As the sole designer, I created the entire product from scratch while helping to define the product strategy.
Our team consisted of six people: two business managers, one full-stack developer, two front-end developers, and a design intern who reported to me. Advicefront is a web-based app that connects financial advisers and their clients, helping them save time and manage multiple clients more efficiently.
The challenge was to simplify the client engagement process while meeting legal requirements and ensuring clear communication. The process can be summarized as: Engagement, Data Collection, Advice, and Execution.
UX Deep-dives
1. Onboarding and Setting Financial Goals
Advicefront included a self-service tool that let clients define their financial goals, making onboarding easier for advisers. Instead of relying on advisers to gather all the details, clients could enter their own information and goals. This saved advisers time and helped clients feel more involved in the process.
We designed a short, interactive questionnaire to help clients define three key goals. These goals were automatically generated but could be customized by users. Each goal was presented visually with a graph, making it easier to understand and adjust.
Creating/Modifying Goals:
The interface was simple and user-friendly, encouraging clients to try different values and amounts when creating or modifying goals.
2. In-App Messaging System
One of the first features I designed was an in-app messaging system for advisers and clients to communicate. This system included:
A way to search conversations for easy reference.
Automatic logging of communication to meet legal requirements.
To set clear expectations, the messaging system was designed to feel more like email than chat. For example, a message like “Reply within 5 days” could be customized to match advisers’ workflows.
An example of a high-fidelity wireframe for the messaging panel.
3. Client Acquisition for Advisers
Advisers could use the platform to bring potential clients on board quickly. The Client Acquisition Page made it easy to send pre-designed or personalized messages, helping clients move forward. Advisers could track client progress and manage their pipeline more effectively.
Client Acquisition Page for advisers, so they can keep up-to-date with their clients’ latest step.
Research and Insights
Understanding Adviser Tasks
To design a product that worked for advisers, I focused on learning about their tasks from start to finish. I used a mix of tools, including a simple rating system, to gather insights.
The Rating System:
Advisers rated tasks on two scales: importance and satisfaction (1–10). The difference between these scores showed which tasks needed the most improvement. This feedback helped us identify pain points and opportunities for better features.
Improving the Client Profile:
One key insight from the research was that the client profile process was tedious. We used this opportunity to create an intelligent digital form that made the process faster and easier for both clients and advisers.
Notes on Product Ownership
As Product Owner, I prioritized features and ensured the team stayed focused on what mattered most. I worked with Diogo Teles, a former product manager at Faber Ventures, to build a framework for planning and releasing features.
The process included:
Releasing a feature.
Collecting feedback from users and stakeholders.
Organizing and prioritizing next steps for roadmap discussions.
This approach helped set clear expectations for everyone involved—investors, managers, and the team—and allowed us to focus on fewer tasks at a time. The result was a clear and well-informed roadmap that balanced client needs and team ideas.
Reflection
At Advicefront, I combined user research, design, and product management to create a product that met user and business needs. By focusing on small, thoughtful improvements and collaboration, we were able to build a platform that simplified complex processes while keeping users at the center.
Case Study from 2016
