SANTIYA

MY ROLE

UX Designer owning research and wireframes (as part of Pitangoux).

PROJECT

financial client portal for desktop and mobile

BACKGROUND

Santiya is a stock investment company that invests in funds for private investors.
This project is part of Santiy's efforts to produce better communication with investing clients through an online customer portal.

OUR GOAL

We have created a client portal for Santiy's investors whose core is a dashboard that reflects a complete picture of the investment portfolio in different time frames.

• Empower communication with clients through up-to-date information on their investment portfolio


• Reflect a soothing image, increases confidence and peace of mind in the client's investment portfolio


• Answer any questions that may arise for the client using the portal regarding his investment portfolio

THE CHALLENGE

The unhealthy “Short-sighted” Syndrome

Investors' natural tendency to keep up with the portfolio frequently and look at their short-term investments.
The re-education of the global investor audience to see long-term capital market investment is long-standing and seems to have also been successful in recent years. At the same time, it is more challenged than ever thanks to digital portals that can show the investor the status of his portfolio at any given time.
No more waiting for the mail for a letter that will contain the monthly report on your investment portfolio. It is now possible to log in and be updated 10 times a day on what is happening with your money.
And that is unhealthy. To say the least.

״Our investors understand that it is right to measure their portfolio in the long run, but now the portal is updated online. We need to help them balance and remember that the right perspective is long-term.״

- Satniya Stakeholders

Build trust with our clients

In this business, trust is everything.

The stock market can go up and down. Everything is dynamic, but trust in the investment company's ability to navigate the investment portfolio in the market in a professional, dynamic and of course profitable manner, is crucial.

And now the question is, how can we increase this sense of trust and confidence with our client portal?

And here, my experience as a marketing manager in the financial field comes into play.

If you want to show that you are a professional, you need to behave professionally. And what's more professional than being an up-to-date content and insights creator with a unique perspective on the market.

Our clients want to hear what we have to say, they want to understand what is behind the choices of managing their portfolio. They want to know that behind the numbers are educated, experienced Professional Investors who know what they are doing.

No matter what the conditions of the market. Trust is what keeps Santiy's clients with us for the long run.

- Satniya Stakeholders

Do not convert users' services to digital

Santiya is a special investment company, unlike many companies that strive to transfer most of the customer's service to the digital dimension, Santia actually strives to preserve the human attitude and telephone service.
This meant Designing a platform that answered the questions of interest to the user regarding his investment portfolio, but not giving him the option to receive a service for operations digitally, but encouraging him to make telephone contact and talk to a representative.
This was important to Santiya and my goal was to design an experience that don't deprived the user. to restrict the user without him feeling limited, but to feel encouraged to switch between the media, online and by phone, intuitively.

THE OUTCOME

THE HOME DASHBOARD

The portal needs to meet the 3 challenges: maintaining a long-term vision, building trust, and limiting the conversion of digital operations.
My goal was also to balance the user's interest and pain points with Santiya's vision as an organization

HOME DASHBOARD BREAKDOWN

our chosen KPIs are a compromise between the user's need to be updated on the monthly status of the investment portfolio and the organization's desire to maintain a long-term perspective with the client.

Professional content, as a powerful tool for building trust, gets a central stage. The content is updated monthly and weekly and is adapted to the status of the portfolio. 

The return of the investment is measured solely in comparison with the market (compared to the benchmark). This graph allows the user to both see a return over time (quarterly) and also get a relevant comparison to the market.

There are many benchmarks on the market. This graph does not only show the quarterly return of the leading benchmarks, a click on a selected benchmark will select the benchmark for comparison in the left graph

TRANSACTIONS REPORT

 The transaction report allows the user to track the transactions in his account, whether it is a withdrawal or a deposit, and additional data for each transaction such as the return status at the moment of withdrawal. Also, the user can edit a report and download it as a file.

SANTIYA MAGAZIN

As part of the portal role in building trust between the user and Santiya, the professional content got a central stage. This is how Santiya's magazine was born. The magazine will always be headed by the content of the monthly financial reports, followed by professional content that is constantly updated.

DOCUMENTS AND REPORTS

Any report or document related to the user's account will appear in the documents area. Viewing and downloading documents associated with the customer was one of the actions that Santiya wanted to allow the user to perform online. The user can choose the view that is convenient for him and view and download his documents.

FINAL THOUGHTS

Santiya was an organization with a small project scope but big challenges.
The entire financial world needs to meet new standards of digitization and decide, based on familiarity with its users, where to cross the line between the personal and the digital.
In Santiya's case, the professional communication went mostly digital, but they knew that additional actions in the account were an opportunity to talk in person with the client. In the end, we were able to design a portal that meets the main needs of the user's routine and satiya's needs.  this is an example of what an outsider can see as a limited system, but in fact, is a well-calculated user-focused system balanced between digital and frontal services.

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