Upon joining the company, I was assigned to a strategic project aimed at improving the investment management platform used by brokers and Independent Investment Agents.

These professionals are the backbone of the business, responsible for acquiring and managing clients. The platform is their daily tool for portfolio management, tracking investments, and providing service. Our main objective was to enhance the homepage and implement new features to make the platform more intuitive, efficient, and aligned with their workflow, ultimately strengthening the relationship between agents and their clients.

Team & Discovery — I worked in a lean squad (myself, another Product Designer, a PM, and two developers). From day one, I dove deep into the business context and user needs. We conducted a mix of research methods:

• Quantitative research to map usage patterns and pain points.

• Qualitative interviews to understand how the product fit into their daily workflow.

• Benchmarking to identify opportunities against competitors.

Key Insights & Pain Points — Research revealed critical friction points: users struggled to view essential information like client balances and faced inefficient navigation for investment options. A major pain point was the lack of consolidated profitability reports, forcing professionals to rely on workarounds like taking screenshots. There was also high demand for features like SMS authentication, registration updates, and a prospecting history log.

Solution & Impact — We conducted ideation and prioritization workshops with stakeholders to redefine the solution. We redesigned the homepage, optimizing information hierarchy and incorporating the most requested features. We validated the new flows through usability testing on Maze, allowing for rapid iteration.

Results:

• Significant improvement in User Experience, confirmed by direct feedback messages sent to stakeholders from major clients.

• Business recognition of Design as a tangible value generator.

• Cultural impact, with learnings from this project influencing improvements in other product areas and strengthening the design culture within the company.