Client: DirectBooks
My role: UX/UI Designer
This project was a design feature to support direct access throughout all stages of the deal lifecycle. My role as a product designer was to quickly create end-to-end products adhering to our JTBD design approach, which entailed creating logical design flows from user journeys, then capturing and rapidly incorporating feedback based on usability testing sessions.
Introduction of DirectBooks
DirectBooks leverages its technology expertise and the market knowledge of its participants to optimize the communications process for primary issuances. The innovative digital dashboard serves as a singular distribution point to manage communications across constituents, increasing efficiency and accuracy.
Activity logs simplify retention and compliance across the globe and a centralized communications hub ensures accurate information is securely delivered in a timely manner.
DirectBooks improves efficiency and accuracy for sell-side underwriters and allows the buy-side investor community to focus on the investment process.
DirectBooks seeks to streamline the primary issuance process for fixed income instruments. Beginning with investment-grade corporate bonds, DirectBooks will improve efficiency and accuracy for sell-side underwriters and allow the buy-side investor community to focus on the investment process.
Team Players:
Project Manager
Product Owner
Scrum Master
Business Analyst
Data Analyst
UXUI Designer
UX Researcher
Developers
Persona is archetypes of users that help us to understand their needs and pain-points. The solutions are grounded in addressing these needs & minimizing the pain-points.
Identify the jobs-to-be-done for each user to truly understand how the needs are met. Defined customer performance metrics tied to the job-to-be-done making value creation measurable, controllable, and predictable.
Define the Order Allocation journey for the defined user personas and Jobs-to-be-Done to map out the ideal future state.
Future state experience for investors using DirectBooks platform
Persona: Amanda
Role: Syndicate Trader & Billing & Delivering Bank
Amanda is a managing director on the US-IG DCM desk at a top-tier investment bank. She is responsible for owning the relationships with issuers and manages the team that supports the deal execution management desk, often playing the role of the billing & delivering bank. She and other syndicate members have been using DirectBooks to communicate deal info.
Persona: Greg
Role: Sales Coverage
Greg is a member of the institutional fixed-income sales desk at a top-tier investment bank. He is an experienced salesperson known for his strong relationships with large, strategic accounts. Greg uses DirectBooks to get updates on deal information and manage the relationship with investors that want to participate in new bond issuance.
Persona: Bill
Role: Investor & Using DirectBooks
Bill is a PM/Trader at a large, global asset-manager where he is responsible for overseeing a $10 billion actively managed fixed-income portfolio. He helps to consolidate orders across the various investment teams and leverages DirectBooks to have seamless communication.
After a couple of rounds of iterations. I have finalized the logic flow for our next main design section. This logical flow was the bridge used for translating the user journey and personas into wireframes.
Please find hi-res logic flow here.
Testing Plans:
Syndicate Bankers & Investors
Key Points to remember during the session:
Encourage the interviewee to think out loud
Do not ask leading questions
Probe the interviewee to elaborate, finding out why they think as they do
There are no working answers, both positive ad negative discussion is encouraged.
Testing outline of Syndicate Bankers:
Introduction
Investor Has Submitted an IOI
Collapsed Details
Updating the Status
Updating the Price
Receiving Alerts
Audit Import
Allocation Read Receipt
Closing
Testing outline of Investors:
Introduction
Submitting and IOI
Order Summary
Updating Your Order
Audit Trail
Allocations Received
Closing