Company Background

AZALEA PROJECT


Atrium is a platform under Azalea,Temasek, which allows accredited investors to co-invest with Azalea to enjoy privilege access to quality private equity funds globally.

1. PROJECT OVERVIEW

In this project, we were engaged to build a platform with two different portals, for both the admin and investors.The bulk of the design work was focused on building a seamless sign up experience for investors. We were focused on making the user experience of a traditional and tedious method of onboarding more efficient.

THE UIUX BRIEF

The USP of the platform was based on how easily investors could onboard on to the platform.We had to craft and simplify the sign up journey that includes a considerable amount of compliance processes would have to abide by in order to begin investing. The core functionality of this project are split to two different sections: the admin and investor portal. Admins need to be able to add new teaser funds, review KYC and AI documents submitted, and check balances and invoices. While the core functionalities of investors are that they need to be able to view new fund teaser pages, view investment portfolio and view datarooms.

DESIGN CHALLENGES

Overwhelming amount of compliant documents required.

  • We had to constantly change our user journeys and flows due to extra requirements when it came to onboarding a new investor.
    To solve this, we crafted a detailed user signup journey that was split up into multiple different sections in which they could reference to and add on top of easily, without modifying too much when we went into the development stage.

    • Condensing the user journey for them to unlock the basic fund information

  • There are many steps that a user has to take in order to unlock the full fund information, which would require all legal documents to be reviewed and submitted. To encourage users to complete the full sign up journey, we have decided to reveal information according to whichever documents they have submitted.

    • My role

    Senior UIUX Designer

    Project timeline

    3-4 months ( Excluding Development )

    2. My Design Process

    OVERFLOW

    PLANNING

    We had many discussions with azalea to create a foundation information architecture of the project and the third party solutions we had to include in our flow.

    SKETCH

    WIREFRAMING

    We bashed out high-fidelity wireframes onto all the require responsive sizes to communicate the user journey for all three of the personas and highlighted what elements needed to be changed according to the different devices sizes

    FLINTO

    Low-Fidelity Prototype

    We went on ahead to create a proof of concept especially for something as complex as the investor onboarding process to simulate the solution.

    SKETCH

    Design Refinement

    We started with creating a design system which aligns with the company's branding guidelines and creating moodboards to include unique UI elements onto this platform.

    PROTOPIE

    High-Fidelity Prototype

    Build high-fidelity prototypes to simulate actual product and prove interactions before diving to development

    ZEPLIN

    Hand off

    We created design systems for all the components that were constantly reused in the project and included all source zeplin links according to the sitemaps for easy reference.

    3. UNDERSTANDING THE PROBLEM


    Digitizing KYC and investor documents

  • The conventional way of submitting kyc and investor documents proved to be extremely inefficient and time consuming with many back and forth required. Therefore we had to include into our designs a way for investors to upload documents online without the need of handling any physical documents and a notification tabs of the review progress.

    • Simplifying the onboarding experience
  • Having a tedious and long onboarding experience meant that the user constantly has to be reminded and access the wizard ui to keep them on track of what has to be submitted next in order to unlock full access to fund information

    • Locked access based on compliant documents submission
  • We also had the challenge of making individual information locked based on the order of compliance documents submitted. how we solved that was through a streamlined process of bringing the user to a popup of the required documents whenever they press on a block of locked information.

    • Persona type:
    Fund Manager

    Persona type:
    Investors

    Fund Manager User Journey

    Investor User Journey A

    Investor User Journey B

    4. INFORMATION ARCHITECTURE

    This is where we create sitemaps and brainstorm the connection focusing on the main categories

    5. INITIAL IDEAS

    We sketch up some ideas addressing the onboarding process. First we do a sketch of ideas on mobile. The basic information layout of the mobile phone.

    Wireframes

    Initial Idea

    Addressing the side navigation menu. Ideas on visual feedback as you complete the wizard form.

    Initial Idea 1

    Sketch layout of cards.

    (click thumbnails to see more)

    6. Production wireframes

    Below are the final production wireframes for the project. (In some projects I cannot showcase all of them due to confidentiality issue).

    7. Design Systems

    8. Final Thoughts

    Overall, I was pretty satisfied throughout the design and development process of this project. The sign up experience is very intuitive and hopefully the whole experience translates into a very useful platform when it comes to digitizing the investor onboarding process.

    Key takeaways

    The ending product was a success. The design resonates the corporate branding identity and is fully compliant with all the sign up legal requirements. I enjoyed my time working with Azalea and look forward to working together on any future projects again.