Financial Trading Platform

Marquee is GS’ financial cloud platform, with enterprise research tools for traders and developers in financial institutions.

Marquee has multiple lines of products, and I worked on data sets.

Client
Goldman Sachs

Year
2017

Role
Senior UXD

Partners
1 UXR + 3 PM + 3 Eng

Define

Problem Statement:

How might we create a freemium data experience for new customer acquisition to access data sets for a better onboarding experience?

I partnered with my PM to flesh out our critical user journey to identify our potential pain points.

Discovery

New users had to email salespeople requesting access to free datasets, with a 2 week waiting period.

I was brought in to solve the problem of the increase in customer complaint emails.

I partnered with my PM and tech lead to co-created a service blueprint, where we identified our primary user to focus on.

In this case, we are prioritizing our new client - a new user.

Design Sprint

I facilitated a design sprint with 1 PO, 3PM, 2UXR, 2 Dev to ideate features for prioritization. Here are concepts from one of my developers from the workshop.

I aligned XFN stakeholders to one solution: creating a self-service form for new users to reach out. We prioritized the simplest feature at the time: a form using a modal design.

I partnered with my UXR and tested our modal design. User feedback showed multiple bugs. We had to iterate based on this feedback.

Learnings

Launched New User Freemium Data Set self-service user flow and form experience to streamline user onboarding process.

We focused on principles of design display:

Minimized information access cost: Reduced required form fields, focusing on important PII

Redundancy gain: Displayed clear privacy policy/consent for user trust for redundancy gain.

Predictive aiding: Offered additional copy on support/connection to Sales

Identified next steps in Product Roadmap in reducing friction and steps in new user onboarding process.

Case study

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