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Aktionariat

Streamlining the complex and unclear user registration process on a Swiss platform for tokenized shares.
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Details

  • Scope UX/UI design
  • Country Switzerland
  • Timeframes April 2023 – July 2023
  • Business sector Finance, Stock Market
  • iteo Team 1 x UI designer
    1 x UX designer
    1 x Project Manager

Revolutionizing the platform’s user engagement landscape, with a keen focus on streamlining and optimizing the user registration and onboarding process, transforming a previously complex journey into a seamless and intuitive experience.

Timeline

  • April 2023

    Project’s launch: onboarding process and review

  • April-May 2023

    Subscription management part

  • May

    Legal & due diligence panel + final review, user flow propositions for user testing

  • June 2023

    Prototypes creation, UX testing sessions, UX testing report

  • July 2023

    UX & UI changes implementation

  • Business needs & goals

    The Aktionariat platform, a fresh take on private equity, uses blockchain to streamline the way small and medium businesses trade shares, offering direct links between companies and investors.

     

    Its aim was to make investing in those once-hard-to-reach Swiss private companies a breeze, bringing an exciting level of accessibility to the market. However it’s not just about trading – it’s about opening up new investment avenues and giving Swiss companies the tools they need to create their own vibrant share market.

     

    The problem that needed our attention was the initial user registration and onboarding process, both identified as intricate and challenging, leading to early drop-offs. Our focus shifted towards enhancing and refining this process to improve user conversion and retention. This involved a comprehensive review of the user’s journey, identifying and addressing specific challenges and points of dissatisfaction. As a result, we wanted to achieve a smoother, more user-centric onboarding experience designed to engage and retain our client’s customers more effectively.

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    UX Design

    UX Optimization Process

    Our first step was a comprehensive analysis of the existing user pathway. This deep dive allowed us to uncover and understand the barriers and problematic areas that were hindering a smooth user journey. Armed with these insights, we crafted a new UX flow, prioritizing intuition and transparency. Our goal was to create a user experience that was not just functional, but also effortlessly navigable and clear.

    Improving User Transition

    Central to our UX overhaul was addressing the reasons behind user dropout. We pinpointed two major culprits: unclear messaging and the overwhelming amount of required information. To combat these issues, we reimagined the onboarding process, using a two-fold approach: simplifying the number of steps and enhancing clarity in communication. By paring down the information required to the absolute essentials, we significantly elevated the comfort level of the users, offering them a more welcoming and less daunting entry into the platform.

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    UI Design

    Redesigning the Website Interface

    Our vision was to infuse the platform with a refreshed aesthetic appeal, prioritizing clarity and readability. The redesign process was meticulous, ensuring that the new interface not only looked captivating but also adhered to the highest standards of interactive design. Recognizing the diverse ways users interact with the platform, we placed a strong emphasis on responsiveness, guaranteeing a seamless and optimal experience across various devices.

    Prototyping and user testing

    Developing a Clickable Prototype

    To bring our UX/UI vision to life, we developed a clickable prototype that embodied all the new design solutions. It served as a tangible representation of our commitment to innovation and user-centric design.

    Conducting User Research

    Understanding users’ needs and reactions to the new design was pivotal. We engaged with 7 participants for user testing, carefully analyzing how the new changes resonated with them. This process was not just about validation, but also about learning and adapting.

    Refining based on feedback

    The feedback from the user testing allowed us to identify what we got right and what needed further refinement. We meticulously summarized the research results, celebrating the positives and zeroing in on areas for improvement. Guided by this feedback, we made targeted changes, fine-tuning the product to align closely with the users’ expectations.

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    Challenges and solutions

    Challenge #1

    The project faced a highly specialized manual onboarding process involving third parties, constrained by legal system limitations and restrictions. A primary objective was to maximize automation and minimize manual labor.

    Solution: 

    We conducted a comprehensive UX analysis and explored various solutions, facilitating UX workshop sessions with the client prior to the design phase. This approach allowed us to thoroughly understand the current product and its workflows, enabling us to map out and determine the feasible extent of automation. Subsequently, we developed the application architecture, incorporating all necessary dependencies. The culminating phase involved preparing UX high-fidelity wireframes and crafting the UI design, ensuring alignment with the existing brand identity and component library.

    Challenge #2

    The project aimed to automate the collaboration process with third parties, which includes various dependencies, during user setup.

    Solution: 

    We developed a user-friendly and transparent automated onboarding process that operates across three parallel lines. This system guides the user through the next steps and provides updates while they await confirmations or feedback. Additionally, we integrated a communication feature that allows users to interact with each party involved, addressing any uncertainties. This design is intended to foster a sense of trust and control over the process for the user.

    Challenge #3

    Designing a Corporate Dashboard entry point that is approachable and doesn’t intimidate or overwhelm first-time users during the onboarding process.

    Solution: 

    The Corporate Dashboard was designed to include classic dashboard widgets, helpers, hints, and status updates, which clearly represent and notify the user about their setup progress and any updates. From a UX perspective, the dashboard was crafted to be clean, readable, and transparent, fostering an environment that enhances user confidence, reduces stress, and establishes a trustworthy connection with the application.

    Challenge #4

    The need to offer a solution for a Legal due diligence and management panel for third parties (partners).

    Solution: 

    Leveraging an in-depth UX analysis of the existing legal workflow, we successfully mapped out the steps and timelines, identifying when each party initiates interaction with the user during the Onboarding process. This structured approach ensures a streamlined and efficient onboarding experience, facilitating clear and timely communication between all involved parties.

    Challenge #5

    Opting for a fixed price model was deemed highly risky due to the project’s unclear scope and specific requirements.

    Solution: 

    To mitigate this risk, we engaged in close collaboration with the client, thoroughly examining the project’s documentation and unique characteristics. This allowed us to meticulously design the application’s UX architecture and employ an iterative approach throughout the product design development process. This strategy ensured flexibility and adaptability, enabling us to address and incorporate changes effectively while aligning closely with the client’s needs and project goals.

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    Outcome

    Through the strategic revamp of its registration and onboarding process, Aktionariat has made a remarkable leap in enhancing user engagement. The project’s emphasis on simplification and streamlining has effectively curbed the rate of early-stage user dropouts, marking a significant milestone in the platform’s user experience journey. A pivotal element in this transformation has been the introduction of a new, transparent user interface, which has played a key role in augmenting the overall user interaction with the platform.

    These enhancements have not only resonated well with users but have also reinforced Aktionariat’s standing as an innovative, user-centric solution in the niche of company share management and trading.

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