Fintech
Park Avenue Finance
Goodwill Risk Transfer
Managing Risk with Clarity
Fintech
Park Avenue Finance
Goodwill Risk Transfer
Managing Risk with Clarity
Fintech
Park Avenue Finance
Goodwill Risk Transfer
Managing Risk with Clarity
Automotive
Park Avenue Finance
Goodwill Risk Transfer
Managing Risk with Clarity
The Project
User-Centered Design for High-Stakes Financial Insights
The Park Ave Project aimed to create a powerful, user-friendly platform that simplifies complex financial data analysis for hedge funds and quants, focusing on goodwill impairments and risk metrics. As the Lead UX Designer, I applied a user-centered, Design Thinking approach to unify multiple experimental apps into a scalable, secure portal that offers clear, customizable insights for high-stakes financial decision-making.
My Role
Product Designer — Visual, Interaction, User Research, User Flows, Prototyping, Market Research, Business Analysis, Stakeholder Alignment
Team
Dawn Hill, PM
Phu Nguyen, Developer
Thanh Le, Developer
Cuong Do Quoc, Developer
Tuc Nguyen, Developer
Timeline
San Francisco, New York, Hanoi
2023-2024
The Project
User-Centered Design for High-Stakes Financial Insights
The Park Ave Project aimed to create a powerful, user-friendly platform that simplifies complex financial data analysis for hedge funds and quants, focusing on goodwill impairments and risk metrics. As the Lead UX Designer, I applied a user-centered, Design Thinking approach to unify multiple experimental apps into a scalable, secure portal that offers clear, customizable insights for high-stakes financial decision-making.
My Role
Product Designer — Visual, Interaction, User Research, User Flows, Prototyping, Market Research, Business Analysis, Stakeholder Alignment
Team
Dawn Hill, PM
Phu Nguyen, Developer
Thanh Le, Developer
Cuong Do Quoc, Developer
Tuc Nguyen, Developer
Timeline
San Francisco, New York, Hanoi
2023-2024
The Project
User-Centered Design for High-Stakes Financial Insights
The Park Ave Project aimed to create a powerful, user-friendly platform that simplifies complex financial data analysis for hedge funds and quants, focusing on goodwill impairments and risk metrics. As the Lead UX Designer, I applied a user-centered, Design Thinking approach to unify multiple experimental apps into a scalable, secure portal that offers clear, customizable insights for high-stakes financial decision-making.
My Role
Product Designer — Visual, Interaction, User Research, User Flows, Prototyping, Market Research, Business Analysis, Stakeholder Alignment
Team
Dawn Hill, PM
Phu Nguyen, Developer
Thanh Le, Developer
Cuong Do Quoc, Developer
Tuc Nguyen, Developer
Timeline
San Francisco, New York, Hanoi
2023-2024
The Project
User-Centered Design for High-Stakes Financial Insights
The Park Ave Project aimed to create a powerful, user-friendly platform that simplifies complex financial data analysis for hedge funds and quants, focusing on goodwill impairments and risk metrics. As the Lead UX Designer, I applied a user-centered, Design Thinking approach to unify multiple experimental apps into a scalable, secure portal that offers clear, customizable insights for high-stakes financial decision-making.
My Role
Product Designer — Visual, Interaction, User Research, User Flows, Prototyping, Market Research, Business Analysis, Stakeholder Alignment
Team
Dawn Hill, PM
Phu Nguyen, Developer
Thanh Le, Developer
Cuong Do Quoc, Developer
Tuc Nguyen, Developer
Timeline
San Francisco, New York, Hanoi
2023-2024
Highlights - Key Design Decisions
Balancing Data & Usability
These features simplify complex battery data, empowering salespeople to provide clear, insightful guidance during customer interactions. The tool offers predictive analytics, performance visualizations, and real-time health reports, enhancing dealership decision-making, customer engagement, and overall efficiency in Nissan’s EV business.
Highlights - Key Design Decisions
Balancing Data & Usability
These features simplify complex battery data, empowering salespeople to provide clear, insightful guidance during customer interactions. The tool offers predictive analytics, performance visualizations, and real-time health reports, enhancing dealership decision-making, customer engagement, and overall efficiency in Nissan’s EV business.
Highlights - Key Design Decisions
Balancing Data & Usability
These features simplify complex battery data, empowering salespeople to provide clear, insightful guidance during customer interactions. The tool offers predictive analytics, performance visualizations, and real-time health reports, enhancing dealership decision-making, customer engagement, and overall efficiency in Nissan’s EV business.
Highlights - Key Design Decisions
Balancing Data & Usability
These features simplify complex battery data, empowering salespeople to provide clear, insightful guidance during customer interactions. The tool offers predictive analytics, performance visualizations, and real-time health reports, enhancing dealership decision-making, customer engagement, and overall efficiency in Nissan’s EV business.
Complex Risk Analysis Simplified
The platform used clear tab navigation with familiar icons, showing key features upfront and advanced filters as needed for easier use.
Complex Risk Analysis Simplified
The platform used clear tab navigation with familiar icons, showing key features upfront and advanced filters as needed for easier use.
Complex Risk Analysis Simplified
The platform used clear tab navigation with familiar icons, showing key features upfront and advanced filters as needed for easier use.
Complex Risk Analysis Simplified
The platform used clear tab navigation with familiar icons, showing key features upfront and advanced filters as needed for easier use.
Interactive, Dynamic Data Visualization
The platform used clear tab navigation with familiar icons, showing key features upfront and advanced filters as needed for easier use.
Interactive, Dynamic Data Visualization
The platform used clear tab navigation with familiar icons, showing key features upfront and advanced filters as needed for easier use.
Interactive, Dynamic Data Visualization
The platform used clear tab navigation with familiar icons, showing key features upfront and advanced filters as needed for easier use.
Interactive, Dynamic Data Visualization
The platform used clear tab navigation with familiar icons, showing key features upfront and advanced filters as needed for easier use.
Interactive, Dynamic Data Visualization
The platform used clear tab navigation with familiar icons, showing key features upfront and advanced filters as needed for easier use.
Interactive, Dynamic Data Visualization
The platform used clear tab navigation with familiar icons, showing key features upfront and advanced filters as needed for easier use.
Interactive, Dynamic Data Visualization
The platform used clear tab navigation with familiar icons, showing key features upfront and advanced filters as needed for easier use.
Interactive, Dynamic Data Visualization
The platform used clear tab navigation with familiar icons, showing key features upfront and advanced filters as needed for easier use.
Financial Data API Integration
The Intrinio API provides easy-to-use, RESTful, HTTPS-based access to core financial data—including fundamentals, stock market, and options—using industry-leading sourcing and cleaning techniques, with responses in JSON format and authentication over HTTPS.
Financial Data API Integration
The Intrinio API provides easy-to-use, RESTful, HTTPS-based access to core financial data—including fundamentals, stock market, and options—using industry-leading sourcing and cleaning techniques, with responses in JSON format and authentication over HTTPS.
Financial Data API Integration
The Intrinio API provides easy-to-use, RESTful, HTTPS-based access to core financial data—including fundamentals, stock market, and options—using industry-leading sourcing and cleaning techniques, with responses in JSON format and authentication over HTTPS.
Financial Data API Integration
The Intrinio API provides easy-to-use, RESTful, HTTPS-based access to core financial data—including fundamentals, stock market, and options—using industry-leading sourcing and cleaning techniques, with responses in JSON format and authentication over HTTPS.
The Problem
High-Stakes Risk Platform
Park Avenue Finance needed a simple, scalable platform for hedge funds and quant teams to assess goodwill risks. The old tools were too complex and unclear, making quick, confident decisions hard.
The Problem
High-Stakes Risk Platform
Park Avenue Finance needed a simple, scalable platform for hedge funds and quant teams to assess goodwill risks. The old tools were too complex and unclear, making quick, confident decisions hard.
The Problem
High-Stakes Risk Platform
Park Avenue Finance needed a simple, scalable platform for hedge funds and quant teams to assess goodwill risks. The old tools were too complex and unclear, making quick, confident decisions hard.
The Problem
High-Stakes Risk Platform
Park Avenue Finance needed a simple, scalable platform for hedge funds and quant teams to assess goodwill risks. The old tools were too complex and unclear, making quick, confident decisions hard.
01
Simplifying Complex Data
Users need quick insights from large datasets on impairment metrics without feeling overwhelmed. Clearly presenting technical data was a key challenge.
01
Simplifying Complex Data
Users need quick insights from large datasets on impairment metrics without feeling overwhelmed. Clearly presenting technical data was a key challenge.
01
Simplifying Complex Data
Users need quick insights from large datasets on impairment metrics without feeling overwhelmed. Clearly presenting technical data was a key challenge.
02
Enhancing Data Visual Clarity
Unclear visualizations hindered quick interpretation of impairments and risk trends. Streamlining visual hierarchy and interaction was vital for effective analysis.
02
Enhancing Data Visual Clarity
Unclear visualizations hindered quick interpretation of impairments and risk trends. Streamlining visual hierarchy and interaction was vital for effective analysis.
02
Enhancing Data Visual Clarity
Unclear visualizations hindered quick interpretation of impairments and risk trends. Streamlining visual hierarchy and interaction was vital for effective analysis.
03
Balancing Customization & Security
Providing flexible, modular dashboards for branding and personalized insights while ensuring strict data security and permission controls posed a significant challenge.
03
Balancing Customization & Security
Providing flexible, modular dashboards for branding and personalized insights while ensuring strict data security and permission controls posed a significant challenge.
03
Balancing Customization & Security
Providing flexible, modular dashboards for branding and personalized insights while ensuring strict data security and permission controls posed a significant challenge.
04
Facilitating Accurate Risk Modeling
Enabling users to run scenario simulations with instant visual feedback required intuitive controls that clearly show complex financial impacts.
04
Facilitating Accurate Risk Modeling
Enabling users to run scenario simulations with instant visual feedback required intuitive controls that clearly show complex financial impacts.
04
Facilitating Accurate Risk Modeling
Enabling users to run scenario simulations with instant visual feedback required intuitive controls that clearly show complex financial impacts.
05
Managing High-Volume Data Performance
Managing large datasets with real-time responsiveness and smooth filtering presented technical challenges that affected user confidence and workflow speed.
05
Managing High-Volume Data Performance
Managing large datasets with real-time responsiveness and smooth filtering presented technical challenges that affected user confidence and workflow speed.
05
Managing High-Volume Data Performance
Managing large datasets with real-time responsiveness and smooth filtering presented technical challenges that affected user confidence and workflow speed.
06
Communicating Technical Concepts Clearly
Simplifying complex financial jargon and technical terms into clear language and visuals was vital for making the platform usable for specialized users.
06
Communicating Technical Concepts Clearly
Simplifying complex financial jargon and technical terms into clear language and visuals was vital for making the platform usable for specialized users.
06
Communicating Technical Concepts Clearly
Simplifying complex financial jargon and technical terms into clear language and visuals was vital for making the platform usable for specialized users.
Hypothesis
Hypothesis
Hypothesis
Hypothesis
We hypothesize that by simplifying complex data, creating clear visual cues, supporting real-time interactions, and allowing branding customization, we can develop a user-friendly platform that enables high-level financial decision-makers to analyze risks confidently and efficiently, while maintaining security and flexibility.
We hypothesize that by simplifying complex data, creating clear visual cues, supporting real-time interactions, and allowing branding customization, we can develop a user-friendly platform that enables high-level financial decision-makers to analyze risks confidently and efficiently, while maintaining security and flexibility.
We hypothesize that by simplifying complex data, creating clear visual cues, supporting real-time interactions, and allowing branding customization, we can develop a user-friendly platform that enables high-level financial decision-makers to analyze risks confidently and efficiently, while maintaining security and flexibility.
We hypothesize that by simplifying complex data, creating clear visual cues, supporting real-time interactions, and allowing branding customization, we can develop a user-friendly platform that enables high-level financial decision-makers to analyze risks confidently and efficiently, while maintaining security and flexibility.
The Process
Financial Platform Redesign Process
The design process involved stakeholder research, goal alignment, system audit, user journey mapping, wireframing, prototyping, creating a scalable UI system, iterative testing, and thorough documentation to transform a complex, scattered financial platform into a secure, intuitive, and user-centered solution.
The Process
Financial Platform Redesign Process
The design process involved stakeholder research, goal alignment, system audit, user journey mapping, wireframing, prototyping, creating a scalable UI system, iterative testing, and thorough documentation to transform a complex, scattered financial platform into a secure, intuitive, and user-centered solution.
The Process
Financial Platform Redesign Process
The design process involved stakeholder research, goal alignment, system audit, user journey mapping, wireframing, prototyping, creating a scalable UI system, iterative testing, and thorough documentation to transform a complex, scattered financial platform into a secure, intuitive, and user-centered solution.
The Process
Financial Platform Redesign Process
The design process involved stakeholder research, goal alignment, system audit, user journey mapping, wireframing, prototyping, creating a scalable UI system, iterative testing, and thorough documentation to transform a complex, scattered financial platform into a secure, intuitive, and user-centered solution.
Discovery
Huge component library
I started by interviewing and observing stakeholders—clients, analysts, and internal teams—to understand their workflows, frustrations, and goals.
Existing System Audit
I reviewed current apps, mapping UI components, data flow, and navigation issues.
Define User and Business Goals
I translated stakeholder insights into clear, prioritized goals aligned with business objectives and user motivations.
User Journey Mapping
I visualized key workflows such as data access, report generation, and collaboration, identifying pain points and opportunities for streamlining.
Takeaway
This taught us that early engagement built trust and revealed hidden needs, which shaped our personas and clarified focus areas for the product.
Takeaway
This taught us that early engagement built trust and revealed hidden needs, which shaped our personas and clarified focus areas for the product.
Takeaway
This taught us that early engagement built trust and revealed hidden needs, which shaped our personas and clarified focus areas for the product.
Discovery
Huge component library
I started by interviewing and observing stakeholders—clients, analysts, and internal teams—to understand their workflows, frustrations, and goals.
Existing System Audit
I reviewed current apps, mapping UI components, data flow, and navigation issues.
Define User and Business Goals
The team simplified the app’s user flows for key tasks based on feedback, making it easier and quicker to use and improving user satisfaction.
User Journey Mapping
A pre-kickoff questionnaire was sent to the Nissan team to quickly understand their project goals, challenges, and potential solutions within the short timeline.
Takeaway
This taught us that early engagement built trust and revealed hidden needs, which shaped our personas and clarified focus areas for the product.
Takeaway
This taught us that early engagement built trust and revealed hidden needs, which shaped our personas and clarified focus areas for the product.
Takeaway
This taught us that early engagement built trust and revealed hidden needs, which shaped our personas and clarified focus areas for the product.
Discovery
Huge component library
I started by interviewing and observing stakeholders—clients, analysts, and internal teams—to understand their workflows, frustrations, and goals.
Existing System Audit
Based on our research, we collaborated with the Nissan team to develop three proto-personas to serve as user examples for the workflows and mockups.
Define User and Business Goals
I translated stakeholder insights into clear, prioritized goals aligned with business objectives and user motivations.
Discovery
Huge component library
I started by interviewing and observing stakeholders—clients, analysts, and internal teams—to understand their workflows, frustrations, and goals.
Existing System Audit
I reviewed current apps, mapping UI components, data flow, and navigation issues.
Define User and Business Goals
I translated stakeholder insights into clear, prioritized goals aligned with business objectives and user motivations.
Conception
Huge component library
Based on workflow insights, I created detailed user flows for core tasks, refining them with stakeholder input.
Sketching & Ideation
I generated concepts through sketches and low-fidelity wireframes, exploring UI trends like modular dashboards and visualizations, and collaborating with stakeholders to refine ideas.
IA & Workflow Mapping
I organized content into a logical structure with site maps and workflow diagrams, matching user mental models.
High-Fidelity Wireframes & Interactive Prototypes
I built detailed, clickable prototypes emphasizing responsiveness, security (like biometric login), and clarity, applying modern visual design principles
Takeaway
We learned that streamlined flows significantly improved efficiency and user confidence, making complex tasks easier to accomplish.
Takeaway
We learned that streamlined flows significantly improved efficiency and user confidence, making complex tasks easier to accomplish.
Takeaway
We learned that streamlined flows significantly improved efficiency and user confidence, making complex tasks easier to accomplish.
Conception
Huge component library
Based on workflow insights, I created detailed user flows for core tasks, refining them with stakeholder input.
Sketching & Ideation
I generated concepts through sketches and low-fidelity wireframes, exploring UI trends like modular dashboards and visualizations, and collaborating with stakeholders to refine ideas.
AI Opportunities
I organized content into a logical structure with site maps and workflow diagrams, matching user mental models.
High-Fidelity Wireframes & Interactive Prototypes
I built detailed, clickable prototypes emphasizing responsiveness, security (like biometric login), and clarity, applying modern visual design principles
Takeaway
We learned that streamlined flows significantly improved efficiency and user confidence, making complex tasks easier to accomplish.
Takeaway
We learned that streamlined flows significantly improved efficiency and user confidence, making complex tasks easier to accomplish.
Takeaway
We learned that streamlined flows significantly improved efficiency and user confidence, making complex tasks easier to accomplish.
Conception
Huge component library
Based on workflow insights, I created detailed user flows for core tasks, refining them with stakeholder input.
Sketching & Ideation
Based on our research, we collaborated with the Nissan team to develop three proto-personas to serve as user examples for the workflows and mockups.
IA & Workflow Mapping
I organized content into a logical structure with site maps and workflow diagrams, matching user mental models.
Conception
Huge component library
Based on workflow insights, I created detailed user flows for core tasks, refining them with stakeholder input.
Sketching & Ideation
I generated concepts through sketches and low-fidelity wireframes, exploring UI trends like modular dashboards and visualizations, and collaborating with stakeholders to refine ideas.
IA & Workflow Mapping
I organized content into a logical structure with site maps and workflow diagrams, matching user mental models.
Prototype & Test
Huge component library
I created a scalable, reusable UI kit with components adhering to accessibility and modern UI trends, to ensure consistency across all screens.
Analysis & Iterations
We analyzed user feedback and data, refining visualizations and interaction models across several rounds.
Conducting Tests & Observations
Testing revealed usability hurdles like confusing filters and unclear visualizations, providing invaluable insights for targeted refinements.
Handoff & Documentation
I prepared detailed documentation—UI specifications, interaction notes, and style guides—and collaborated closely with developers during implementation.
Takeaway
This taught us that a strong design system accelerates development and sustains visual coherence across the platform, supporting future growth.
Takeaway
This taught us that a strong design system accelerates development and sustains visual coherence across the platform, supporting future growth.
Takeaway
This taught us that a strong design system accelerates development and sustains visual coherence across the platform, supporting future growth.
Prototype & Test
Huge component library
I created a scalable, reusable UI kit with components adhering to accessibility and modern UI trends, to ensure consistency across all screens.
Analysis & Iterations
We analyzed user feedback and data, refining visualizations and interaction models across several rounds.
Conducting Tests & Observations
Testing revealed usability hurdles like confusing filters and unclear visualizations, providing invaluable insights for targeted refinements.
Handoff & Documentation
I prepared detailed documentation—UI specifications, interaction notes, and style guides—and collaborated closely with developers during implementation.
Takeaway
This taught us that a strong design system accelerates development and sustains visual coherence across the platform, supporting future growth.
Takeaway
This taught us that a strong design system accelerates development and sustains visual coherence across the platform, supporting future growth.
Takeaway
This taught us that a strong design system accelerates development and sustains visual coherence across the platform, supporting future growth.
Prototype & Test
Huge component library
I created a scalable, reusable UI kit with components adhering to accessibility and modern UI trends, to ensure consistency across all screens.
Analysis & Iterations
Based on our research, we collaborated with the Nissan team to develop three proto-personas to serve as user examples for the workflows and mockups.
Conducting Tests & Observations
Testing revealed usability hurdles like confusing filters and unclear visualizations, providing invaluable insights for targeted refinements.
Prototype & Test
Huge component library
I created a scalable, reusable UI kit with components adhering to accessibility and modern UI trends, to ensure consistency across all screens.
Analysis & Iterations
We analyzed user feedback and data, refining visualizations and interaction models across several rounds.
Conducting Tests & Observations
Testing revealed usability hurdles like confusing filters and unclear visualizations, providing invaluable insights for targeted refinements.
The Results
Empowered Decision-Making with Data Insights
The final platform gives users a clear view of impairment risks and trends, making workflows faster and more efficient. Real-time tools and flexible visuals help users make smarter, quicker decisions, with secure, customizable options building trust and usability.
The Results
Empowered Decision-Making with Data Insights
The final platform gives users a clear view of impairment risks and trends, making workflows faster and more efficient. Real-time tools and flexible visuals help users make smarter, quicker decisions, with secure, customizable options building trust and usability.
The Results
Empowered Decision-Making with Data Insights
The final platform gives users a clear view of impairment risks and trends, making workflows faster and more efficient. Real-time tools and flexible visuals help users make smarter, quicker decisions, with secure, customizable options building trust and usability.
The Results
Empowered Decision-Making with Data Insights
The final platform gives users a clear view of impairment risks and trends, making workflows faster and more efficient. Real-time tools and flexible visuals help users make smarter, quicker decisions, with secure, customizable options building trust and usability.
Goals & KPIs
Goals & KPIs
Goals & KPIs
Goals & KPIs
01
User Engagement & Workflow Efficiency
Increase user engagement by 40%, reduce task time by 25%, and cut errors by 30% with intuitive dashboards, clear visuals, and guided workflows for faster decisions.
01
1. Simplifying Complex Battery Metrics
Users have trouble understanding complex battery data, so the challenge is to turn it into simple, clear insights that non-experts can easily use for confident decisions.
01
Simplifying Complex Battery Metrics
Users have trouble understanding complex battery data, so the challenge is to turn it into simple, clear insights that non-experts can easily use for confident decisions.
01
User Engagement & Workflow Efficiency
Increase user engagement by 40%, reduce task time by 25%, and cut errors by 30% with intuitive dashboards, clear visuals, and guided workflows for faster decisions.
02
Data Clarity & Analysis Effectiveness
Enhance risk assessment confidence by improving modeling accuracy and speed, reducing support requests by 20%, and boosting decision quality by 15% with clearer visualizations.
02
4. Catering to Varied Stakeholders
The platform must balance technical detail and simplicity to meet the diverse needs of dealers, customers, and recyclers without confusing users.
02
Catering to Varied Stakeholders
The platform must balance technical detail and simplicity to meet the diverse needs of dealers, customers, and recyclers without confusing users.
02
Data Clarity & Analysis Effectiveness
Enhance risk assessment confidence by improving modeling accuracy and speed, reducing support requests by 20%, and boosting decision quality by 15% with clearer visualizations.
03
Security & Customization
Achieve 100% security compliance and zero unauthorized access while meeting 80% of client branding requests in the first quarter to enhance trust and flexibility.
03
2. Enabling Accurate Battery Prediction
Easy-to-understand forecasting tools are essential to help users predict battery health, remaining life, and the best time for replacement or recycling.
03
Enabling Accurate Battery Prediction
Easy-to-understand forecasting tools are essential to help users predict battery health, remaining life, and the best time for replacement or recycling.
03
Security & Customization
Achieve 100% security compliance and zero unauthorized access while meeting 80% of client branding requests in the first quarter to enhance trust and flexibility.
04
Strategic & Business Outcomes
Cut onboarding time by 30% and increase client trust and retention by 10% with streamlined workflows, visual aids, and reliable risk management, boosting platform value.
04
5. Aligning Cross-Functional Teams
Cut onboarding time by 30% and increase client trust and retention by 10% with streamlined workflows, visual aids, and reliable risk management, boosting platform value.
04
UX & UI Design
We develop beautiful design and user-friendly interfaces for websites and mobile applications.
04
Strategic & Business Outcomes
Cut onboarding time by 30% and increase client trust and retention by 10% with streamlined workflows, visual aids, and reliable risk management, boosting platform value.
The Takeaways
Design-Driven Transformation
Clear navigation, simple visuals, interactive filters, and flexible design make the platform efficient, trustworthy, and adaptable for high-stakes financial decisions.
The Takeaways
Design-Driven Transformation
Clear navigation, simple visuals, interactive filters, and flexible design make the platform efficient, trustworthy, and adaptable for high-stakes financial decisions.
The Takeaways
Design-Driven Transformation
Clear navigation, simple visuals, interactive filters, and flexible design make the platform efficient, trustworthy, and adaptable for high-stakes financial decisions.
The Takeaways
Design-Driven Transformation
Clear navigation, simple visuals, interactive filters, and flexible design make the platform efficient, trustworthy, and adaptable for high-stakes financial decisions.
