Hidden Finance
June 2022 - September 2022
End-to-end product design for a trading tool based on a deep learning algorithm.
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June 2022 - September 2022
End-to-end product design for a trading tool based on a deep learning algorithm.
1/13
2/13
Hidden Finance’s mission is to democratize strategies that institutions use to beat markets by developing a web app for the trading algorithm they engineered.
1. How can we effectively showcase the authenticity and efficacy of the product as a credible trading tool?
2. How do we make market information digestible without patronizing our user base?
If the Hidden Finance team integrates a transparent validation mechanism showcasing the algorithm's past successes into an intuitive interface, then they encourage adoption to potential users due to an enhanced ease-of-use experience.
3/13
After gaining insight into the trading space, I worked with our team to better define and understand our target demographic. Following many discussions with stakeholders, these were the groups that were stressed:
1. Casual traders
2. Younger individuals in their early to mid 20’s
3. Individuals with a very general interest in cryptocurrency
Using this information, I looked for individuals that matched this criteria and interviewed them in order to gain deeper insight and create a persona.
4/13
Considering the hefty cost for a bootcamp aimed at a highschool demographic, the value proposition must be clear.
Artificial intelligence and machine learning are hot subjects, so there’s a great interest surrounding this industry and space.
5/13
A user flow that displayed the freemium model of the web application.
Although the stakeholders had a general idea of what pages they would need in order to develop the end-to-end application, I suggested the development of a user flow in order establish an overview of what pages would need to be designed and developed, which can be seen above.
6/13
With a broad overview of the necessary screens, I began the designing process. In order to capture an approachable design, I decided to follow these ideas:
1. Round corners and create a less aggressive visual aesthetic.
2. Use visuals whenever possible to relay technical information.
3. Simplify whenever possible.
7/13
We took v1 to potential users to gather feedback. While users appreciated the clear value proposition, and straightforward onboarding, we found some pain points. There was a general consensus that we needed improved design and navigation to match the app's advanced technology, clearer graphs and charts to better cater to finance professionals, and better explanations for the intricacies of the product.
8/13
Before and after the stylistic redesign between RadiantAI and Hidden Finance
While discussing with stakeholders, we decided to redesign the visual elements in order to align the product’s appearance with its core values and functionality. In essence, we were looking to resonate with expectations of a professional financial tool, while maintaining the original goal of having a low entry barrier.
9/13
An added feature that exemplified these goals was the new dark mode. Although the addition of this feature implied that the visual elements would be essentially redesigned twice, the dark mode would impart a sleek, modern, and professional appearance. Moreover, it would give users the option to reduce eye-strain when using the product late at night.
10/13
11/13
High Fidelity Prototype
12/13
While working with the stakeholders, we came across many decisions that we had to discuss and work through. The discussions naturally resulted in compromise. I used to think of compromise as meeting in the middle, but through this project I realized that compromise is a much more lengthy, but rewarding process.
A good compromise has no losers.
When designing, I had to focus heavily on the delicate balance of catering to an audience of prospective students and their parents. I found that using visually appealing layouts and elements could appeal to younger demographics, while ensuring clarity and depth in content and copy could instill confidence in parents about the educational value of the courses.
Different strengths can engage different audiences.
While redesigning, it became imperative that the product established credibility in a field as challenging as artificial intelligence. I expected that this could be established through the pedigree of the staff, however during the process I realized that it wasn’t so one-dimensional. Consistent tone in all elements, from web interface to copy, embeds a sense of reliability and authority in a brand.
Tonality is conveyed in totality.
13/13
