Work │ 04. Dealogic — 0-1 Product Design, Product/Market Fit
Zero-to-one Mobile-first Proposition
Client
Dealogic (In-house)
Focus
Definition and Strategy, Product Discovery, Product/Market Fit
Led the product discovery, end-to-end design and development of a new mobile-first proposition ‘Dealogic App’ described as ‘compelling and broaden[ing] Dealogic’s addressable market’
Innovation and Design Leadership, Strategy, UX Research, Product UX-UI Design, Workshop Facilitation, Prototyping, Website Design, App Design.
Problem Space
➔ Lack of a product/service proposition serving needs
of sector, region and product heads at the top 50 investment banks with data access and reporting needs on the move
➔ Existing solutions required data and reporting to be manually created and delivered in disparate digital formats and not up to date
➔ Minimal C-suite support at Dealogic for this new proposition
➔ Limited access to users due to the competitive/innovative nature of the proposition and availability of bankers
➔ No designated product team to explore new product and service opportunities
Objectives
Product and UX Innovation
Create new opportunities to increase revenue and promote innovation to the addressable market.
New Data-focussed Experiences
Drive new applications for customer data.
Customer Experience Evolution
Establish a new Dealogic UX DNA for a more integrated and consistent customer experience
My Role
➔ Product discovery and product/market fit lead
➔ North star and strategy
➔ UX research
➔ Design direction
➔ Product UX/UI design
➔ Capability lead representing design across all the development teams
➔ Workshop facilitation and talks
➔ Stakeholder management
➔ Roadmap planning and communication strategy
What I Did
➔ Identified innovation opportunity and framed problem space
➔ Established C-suite/product leadership support to develop proposition
➔ Established a human centred design-led approach to drive collaborative and iterative digital product innovation
➔ Created a team to define concepts and generate internal support/buy-in
➔ Ensured user needs and goals informed product development
➔ Defined research/design methodology and methods to validate proposition
➔ Established product market fit
➔ Led product design from concept to discovery, design to continuous delivery
Hypothesis
“We believe that by providing senior bankers with personalised and predictive content in a dynamic format whilst on the move, will improve efficiency, effectiveness and increase revenue generation opportunities”
Validated by NPS/C-Sat targeted scores, revenue data, internal stakeholder and customer feedback.
Methodology
Approach
Example Outputs
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Led UX Research, IA and UX/UI Design
➔ Product and UX strategy
➔ Target future state experience models, information architecture, wireframes, visual design, interaction blueprint, branding
➔ 3 ICPs, 6 journeys, 15 + user flows, 25 UX/UI designs and 2 prototypes -
Founded a Design Lab
➔ Founded a design lab to drive new product innovation at scale, establishing a tangible vision and set of UX design standards for future collaborative evolution
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Built a New Design Function
➔ Built UX Design function and internal agency from scratch with reach into product business units/teams, resulting in the servicing of all key agile squads at any given moment, and 95% of the UX product backlog
Impact and Outcomes
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Strategy and Proposition Alignment
C-suite/product management bought in. Proposition addressed user needs and brought value.
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New Users and Increased Revenue
Resulted in new users and increased subscriptions estimated at £10m +.
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Market Innovation
Generated premium flagship product promoting innovation to FS market.
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Award Winning
Dealogic awarded best sell-side mobile initiative for ‘Dealogic App’ (Beam) in the waterstechnology Sell-side Technology Awards.
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UX as a Key Differentiator
UX team developed and value recognised.
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Scaled Product Innovation and Design
Established new Dealogic UX DNA for integrated consistent platform. Product teams re-organised to a tribe/squad agile development model.
The examples of work have been selected to provide a snapshot of my portfolio. Due to client and employer confidentiality issues, some of the examples may be limited in detail and I can only provide a specific number of examples. However, I would be available to share my case studies and other samples of my work in more detail in a meeting or a portfolio showcase context if this would be of interest.