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WF Prime Portal

WF Prime Portal is a prime financing service for alternative asset managers.  WFPP understands the unique needs of alternative asset managers and delivers a full suite of prime brokerage services.

PROJECT DETAILS 
Client: Major Finance Institution
Timeline: 12 weeks
Date: 2020
Platform: Web 
UXUI Lead: James Hwang
CONTRIBUTION
UX Contribution
UX Research Contribution
UI Design
UI Strategy
Interactive Design
Collaboration Team With
Product Team
UX Partners
Research Partners
Business Partners
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PROBLEM
  • The Prime Portal Service is an 18-year-old portal and needs an update

  • WF Prime Portal is not brand aligned

  • WF Prime Portal needs to integrate core applications together

  • ADA Compliance issues

GOAL
  • Alignment with current WF Wholesale & Capital Markets digital experience

  • Consolidate with 2019 delay launch of redesign WFSS MVP

  • Reduce service calls, reduce Mid-office activities by WF Prime Portal being a self-starter

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Solution Highlight

  • Design Thinking services process to reimagine and redesign WF Prime Services with digital business objectives.

  • Embedded domain knowledge to enrich user personas and user journeys with a deep understanding of their business needs.

  • Best-in-class UX design deliverables ready for implementation and release

  • Value-added services to accelerate subsequent MVP releases.

WFPP Before The Update

Features are not organized because new features add up on top of 18 years-old application without any feature management process

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WFPP After The Update

Base on user journey flow and user persona of Portfolio Manager

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User Journey with Emotions Mapping

Everyday Needs for Portfolio Manager

In an extremely volatile market scenario, the user must keep track of the portfolios and take appropriate actions.

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Creative Process

Continue to work through some UX issues within the UX team or having a workshop to find a solution.

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Options for global navigation and main portfolio filter idea

Wireframes

WFPP Wireframes close to size and space of final design.

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Landing Page with MegaMenu Opened

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Reports Page

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Holiday and Deadlines Page

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The Final Design

Based on successful WFPP frameworks' integrity, the new design is ready for users' challenges by giving more self-starter control over the user and trailer to today's user's multifunctional needs.

28

Interviews

21

Usability Tests

7

Iterations

Design Iteration 1 of 7

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Landing Page - Dashboard

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Mega Menu - Other Services

WF_Prime_Portal_Dark – Mega Menu Option

Report Page - Security Details

Reports – IQReport Page – View Details –

Securities Lending Page - Historical Locates

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Setting Page - Theme

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Main Takeaways

The client's request for the project was to update the 18 years-old WF Prime Portal application started with the internal team, but the project turns out to have deeper issues to fix than the request. During the research, interview, and shadow walk through the application with users, we found the application was too heavy with duplicated features and hard to find key functions that request service help to the Sales team and Mid-Office affecting team management.  I've found to launch the MVP application successfully. The solution was the provider's flexible global navigation to push content to a user daily, weekly, monthly, and yearly with the user's persona to organize the targeted user's key features on updating the MVP WFPP application. However, due to COVID 19, the project has been shortened by delivering the MVP, but without a user activity testing after the launch.