Client

Finoa

Project title

Providing secure and reliable crypto assets services for institutional investors

Disciplines

Product designUXUser research

Finoa is a regulated custodian for digital assets offering custody and staking services to institutional investors and corporations. The company serves high-profile customers around the world, including renowned venture capital firms, large corporations, and financial institutions such as Earlybird, T-Systems and Bankhaus Scheich.

The challenge

The Finoa platform had to be designed to meet the high-stakes performance, reliability, and security requirements of large institutions. Users must confidently navigate the digital asset ecosystem with a sophisticated digital assets platform.

While the company already had a validated business model in the market and a functional platform, they had discovered some early gaps between what users wanted to do vs. what the platform currently allowed.

We were then asked to initiate a research process to align business objectives with user needs and revamp the platform from the ground up into a more robust and scalable application.

We had limited time to conduct the study, create new flows and processes, design the new application and, with this project, take Finoa to the next level.

This was the portfolio when we started working on the project

Approach

We put together a small team but with experts in the essential areas (PM, UX Design, UI) and asked project stakeholders to be involved in the process to fine tune timing and make timely decisions. We decided to co-create this project in about 8 weeks.

The starting point will be a 4-6 week strategy process (user personas, customer interviews, feature focus maps, user flows, to get to user flow wires). Then the UI team joins to kick of system design and UI interpretations of the wires and flows in another 2-3 weeks.

The end results would be 2 prototypes to demo to the Finoa team and beta users.

Outcome

We redesigned and modernized the main digital platform and created the prototype for its mobile version. We proposed strategies to iterate, test and scale the product in the short and medium term.

Let's see how we got there

Discovery & ideation

The Study was focused on how they use the platform, where there are friction points, what their needs were met and unmet and how they perform specific actions.

Stage of awareness from User Interviews

After that we defined User Stories to capture the description of features from an end-user perspective. We also create a feature focus map to direct our focus task and define how the fit into the overall user experience by using Story mapping and designing the information architecture.

This was the initial approach for the new portfolio

UX definition

We worked on provide a clear overview of the pages structure, user flow, intended behaviors and how the users could go from their entry point through a set of steps towards a successful outcome and final action.

We built the core screens wireframes and most important user flows.

Here are some ideas of specific interactions through the platform

UI Design

Here are some of the key problems solved:

We improve analytics showing portfolio data (up/down over time - like any traditional or digital traded asset).

With this notification system we keep users up to date on anything that's pending/processing

This approach allows user permissions and management to be easier to access

Mobile version

Take a look at some of the main screens

Portfolio

Selecting assets

Highlights

Finoa has raised a total of €20.8M in funding over 2 rounds. Their latest funding was raised on Apr 29, 2021 from a Series A round.

We managed to create a product that our users find useful and rely on to use frequently. Finoa team is super hype about the new possibilities and they are scaling up the platform already.

Overall, we were all proud that we were able to solve the users pain points, achieve the business objectives and leave a clear roadmap in the team for the next challenges and future iterations.