DE Shaw & Co
Redesigned an Internal Fin-Tech product of the firm used for data exploration, financial modelling & reporting
Role
Interaction Designer
Project Duration
2 Months
About
001
D.E. Shaw & Co. is a globally renowned investment and technology development firm founded in 1988 by David E. Shaw. It specializes in a range of financial strategies, including quantitative and algorithmic trading, hedge fund management, private equity, and venture capital. Known for its strong focus on technology and mathematical expertise, D.E. Shaw employs scientists, engineers, and researchers alongside financial experts to develop sophisticated models for trading and investment.
Design Process
002
I followed the double diamond design process because it provides a clear, structured approach to problem-solving and creative thinking. It consists of two main phases divergence and convergence across two diamonds: the first focuses on defining the problem, and the second on finding the solution.
Research
003
Understanding the Tool
To understand the tool, I began by watching tutorial videos and using it to create basic financial models. I then reviewed previous tickets and UI/UX assessments reports to gain a more comprehensive understanding of its functionality.
Understanding the Users
To understand the user, I spoke with several users of the tool, reviewed past queries and tickets, and consulted with the development team who have been working on the tool for a long time.
Understanding the Numbers
To understand the numbers, I first gathered data from various sources, including the development team, backend data sites, and information provided by the DX team. Afterward, I closely analyzed the data to uncover meaningful insights.
User Persona
I created three user personas—trader, analyst, and developer—to better understand their goals and pain points.
Work Models
I created a work model to understand how the trader, analyst, and developer collaborate from start to finish while creating a financial model and report.
Competitive Analysis
I conducted a competitive analysis of tools such as Bloomberg, JP Morgan, and ProTool by Goldman Sachs.
User Flows
I created 8 user flows to understand the touchpoints users engage with while using the tool.
Information Architecture
I created the information architecture of the current tool to identify navigation issues.
How Might We
To reframe challenges and open up possibilities for creative problem-solving.
Analyse
004
After conducting both primary and secondary research, I analyzed the data using affinity mapping, user flows, user journey mapping, work models, user personas, information architecture, and concluded with "how might we" statements to frame design challenges.
Affinity Mapping
To organise and synthesise large amounts of qualitative data, making it easier to identify patterns, insights, and connections.
Insights
005
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Tool was designed for seven business units but is actively used by only three.
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High number of one-time users; 80% of active users are power users utilizing most features.
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Low overall adoption rate; users are shifting towards Python due to its quicker workflow for creating interactive reports.
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Current process for building interactive reports is lengthy and less efficient compared to Python.
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Users have frequently requested built-in dashboard features within reports.
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Expression editor is needed, as identified in competitive analysis.
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Analysts are the primary users, followed by traders and developers (developers mainly view graphs and generate reports).
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Tool is difficult for new users to navigate without guidance, which is currently only provided to newly joined employees.
Scope & Design opportunities
006
After brainstorming design ideas to tackle the identified issues, I refined the scope to focus on key improvements. The plan centers around redesigning the build page to create a more intuitive and streamlined user experience. Additionally, I aim to introduce new features such as built-in dashboards and an expression editor to enhance functionality and address user needs. The report-building page will also undergo a redesign, simplifying and speeding up the process for users. Lastly, I plan to introduce a landing page not a traditional homepage, but a hub that provides quick access to essential tools and features, improving overall usability and navigation.
Build Page
I developed a guidance system tailored for both new and pro users to assist them in building models more effectively. Additionally, I integrated a chatbot to provide real-time help and support throughout the process. To enable users to create more complex models, I also designed an expression editor that simplifies building advanced models.
Create Report
I added dashboarding features to the report builder and integrated a chatbot to assist users in writing their reports. Numerous smaller enhancements were made, including improvements to the text editor, support for interactive and multiple reports, and various interaction tweaks to make the tool more intuitive and user-friendly.
Home Page
I created a personalized homepage to enhance user engagement. For new users, the homepage highlights the tool's value proposition and capabilities, providing an overview that encourages exploration. Returning users are greeted with a dashboard displaying their previous drafts and saved models and reports, offering quick access to their work and serving as a central navigation hub.
Information Architecture
I created a completely new information architecture to simplify and improve navigation within the tool. This involved removing unnecessary pages, enhancing UX writing, and improving overall navigation. The features are now more interconnected, and a new homepage was introduced to serve as a central hub for navigating the tool more efficiently.
Iteration & Evaluation
007
I created multiple design iterations on Figma for various components, including the layout, sidebar, graphs, nodes, and node areas. For each component, I developed around 10 iterations and evaluated them based on parameters such as intuitiveness, number of clicks, and time taken to complete tasks.
This is a example of the sidebar iterations, I changed the names of certain elements to comply with NDA requirements.
Iteration 1: The design appeared clean and simple, allowing users to select nodes with just one click or drag. However, it required a lot of space, leading to a higher scroll rate, which felt counterintuitive for some users.
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Iteration 2: This iteration is more compact, taking up less vertical space and reducing the scroll rate. However, the list format is visually harsh, and the dragging functionality is still not intuitive enough for users.
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Iteration 3: The hover sidebar design creates more space for the modeling area, eliminating the need for scrolling altogether. This approach maximizes workspace efficiency while keeping the interface clean and accessible. but still counter intuitive.
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Iteration 4: This iteration retains the same structure as the third version but makes the list more intuitive by shaping it like nodes, improving visual clarity and user interaction.
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Iteration 4.1: In the fourth iteration, one section containing around 40 nodes didn't fit on a single page, resulting in the need for scrolling. To resolve this, I plan to change the sidebar's position to eliminate scrolling and improve accessibility.
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Iteration 5: To eliminate scrolling in version 4, I moved the sidebar to the top and arranged the nodes into 4-5 columns, with 10 nodes in each column, ensuring a more organised and accessible layout.​​
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Iteration 6: I refined the list design by adding a drag indicator on the left side to make it intuitive. A colour-coded system was introduced to help users easily identify data nodes, analytical nodes, and output nodes. Additionally, a kebab icon was placed on the right to provide more information about each node when needed.
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Iteration 6.1: I added a search bar within each section to enable section-specific searches.
Final Screens & Use Cases
006
I designed approximately 200 screens and created prototypes to demonstrate the functionality to stakeholders. I developed around 15 use cases specifically aimed at addressing issues identified during the research phase.
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This is an example of one screen from the build page, where I changed the names of certain elements to comply with NDA requirements and removed some components.​​
​I am sharing solely my personal experience and research process, fully honouring the non-disclosure agreement (NDA). All project-specific details such as data from the participants, and ultimate design recommendations are covered by the NDA. These reflections are entirely my own and should not be associated with DE Shaw & Co.