*To preserve the names of companies and confidential data, further information can be provided upon scheduling a meeting.

PROCESSES AND RESULTS

The project scope included the following stages: planning, immersion, analysis, ideation, and prototyping, without user testing.

Planning

• Scheduling activities

• CSD matrix

• Defining sample profiles

• Preparing interview scripts

• Recruiting interviewees via client

Immersion

• 18 interviews with internal stakeholders

• 19 external interviews (17 sell-side, 2 buy-side)

Analysis

• Pain points and insights categorized into themes such as technology, market, and customer experience

• Prioritization of pain points in a heat map (criticality level)

• 3 personas representing sell-side archetypes

• SWOT matrix

Ideation

• Online synchronous workshop with 14 participants from Customer Service, Support, Sales, Projects, Q.A, and Technology, using inputs from the analysis, benchmarking, and trends with employees

• Prioritization of ideas on a feasibility vs. customer value matrix

• Additional internal ideation session with the consulting team on non-prioritized pain points enriched the roadmap with 52 ideas

• Detailing of one selected idea (functionality) for prototyping

Prototyping

• Detailed AS IS and TO-BE flow and journey of the selected functionality

• High-fidelity non-functional screens designed with UX/UI improvements

CHALLENGES AND LESSONS LEARNED

Given the financial market context, the squad and leadership had to undergo a very steep learning curve to absorb the business rules and processes, which were quite complex and technical.

Additionally, the biggest challenge was undoubtedly the adaptation of the work teams and the client to the new digital work format during the pandemic, which required planning, new infrastructure, tools, and adaptability from everyone involved.