Overview
In collaboration with FINRA, I worked with a multidisciplinary team to reimagine the digital ecosystem for financial professionals. Our goal was to transform a fragmented landscape of 15+ disparate systems into a unified, role-based experience that prioritizes trust, security, and seamless navigation.
By leveraging a 'Jobs to be Done' framework and deep-dive user research, we moved beyond static personas to design a centralized 'Lobby' concept. This strategic transformation focused on reducing 'mucky' navigation paths and creating a light, professional workspace that meets strict WCAG 2.2 AA accessibility standards.
NDA RESTRICTION
That's all for now.
Due to NDA restrictions with FINRA, I can only share a high-level overview of this project. That said, I would love to walk you through my process and learnings in a conversation or interview setting.
BEHIND THE SCENES
The Work in Action
REFLECTION
What I Took Away
Beyond the Persona
Moving from static job titles to a 'Jobs to be Done' framework taught me how to design for intent rather than identity, ensuring the platform scales for diverse professional needs.
Navigating Complexity
Synthesizing 15+ fragmented entry points into a single 'Lobby' required a deep understanding of 'expert bias' and how to simplify high-stakes workflows without losing critical functionality.
Data as a Design Language
Using cluster analysis and quantitative data from 1,500+ investors allowed us to validate our design decisions with hard evidence, bridging the gap between creative vision and business requirements.
That's a wrap
Thanks for reading.
If you have any questions about this project or want to connect, feel free to reach out.