Dorsey Wright - Case Study
It's said that some financial advisors need a high pain tolerance in order to be successful. From the sales like environment to working their butts off for commissions, the last thing they need are products that stand in the way of their productivity and efficiency. Dorsey wright is a platform that provides solutions to some of their day to day workflows.
Dorsey Wright is a wealth management research platform that's one of the largest providers of smart beta indexing. Which, to simplify, is nontraditional approach to collecting measurements of the stock market.
This project began as a feature request. Usually it’s not best practice to incorporate one - off requests, but overtime we kept receiving the same ask. Our users wanted us to add a highly used desktop workflow into our mobile platform. This workflow is an extensive filtering system that allows financial advisors the ability to search different asset classes based on specific technical criteria.
When it comes to feature requests, as I mentioned earlier, It’s generally not best practice to deviate from the roadmap and strategy. Before we decided on if we should or shouldn’t recreate this workflow in mobile - we asked ourselves a few questions…
Will this matter in 5 years? …This workflow isn’t based on a trend, so we assumed yes
Will everyone benefit from it?…roughly 80% of our users use this feature on desktop
Will it improve or compliment the existing workflow? …It would compliment the existing desktop workflow
Does it grow the business? - could possibly help with retention
Will it generate new engagements? … roughly 80% of our users use this in desktop, recreating this in mobile could increase our mobile engagement
With the outcome of these questions and the amount of requests we received, we decided to recreate this workflow within mobile.
From a business perspective, the mobile platform had a very low engagement rate - which is quite understandable. Dorsey wright is an employee experience desktop based platform. With the onslaught of requests we saw it as a great opportunity to increase our mobile engagement.
Empathy - User Goals
A large portion of the research came from the requests. We knew what our users wanted. With that, we still had to dig a little deeper to flush out the requirements and and pain points.
We started by going through the analytics to find the most used filters and databases. We also audited the workflow to capture each interaction and derive specific requirements.
Maintain consistency with the desktop workflow
Prioritize most used filters
Ability to view public and saved queries
Ensure UI is inline with design system
Ease of use
varied technical skill
contextual support needs to be readily available
new gestures and multi step workflows are to complicated and slows them down
mobile platform is generally used during work breaks or during traveling, rather than at home for leisure
Information Architecture and Competitive Analysis
Before jumping into the ideation phase we did a competitive analysis to see the interactions of other complex filtering systems.
With the information we gathered from the competitive analysis and our own pain points and goals, we created a sitemap to structure the workflow.
Wireframing and User testing
Mid fidelity wireframes are usually my go to when testing out a few different solutions - it gives the user just enough context for the prototype.
We decided to test two different solutions. The first solutions focused on a two step filter selection. The second solution was somewhat similar to the first, in that it incorporated the business requirements, but we tried to make it more streamlined by displaying the filters in an accordion style menu.
After testing we uncovered that our users preferred option one.
For a two reasons….
The new query button was more prominent (easier to locate)
The two-step process mirrors a standard iOS pattern they were used two
With positive feedback also comes the negative . We learned that we didn’t account for enough contextual support or instructional information. With this information, we iterated on our designs.
Once settled on the final solution we applied the design system and brought the wireframes to high- fidelity.
To test further to iron out some of the kinks, we created a high fidelity prototype to test with our users. We wanted to further test our assumptions and ensure that our final concept satisfied both our users goals.
Link: Dorsey Wright
“It’s good it breaks it down into different areas… i don’t think it breaks it down that way on the site.” …
“It’s great on desktop, but it’s not as intuitive as the app”
“There are things on the app that are much better…it seems a lot easier to filter from the app. “
We received a lot of positive feedback from our users once this feature shipped and we were able to increase our mobile engagement by 15%. Which brought the current engagement from 20%to 35%.
Though not nearly as high as I suspect the stakeholder would have liked, I think it’s a great step in the right direction for a platform that specifically tailored , and general use-cases, lean towards desktop.
Theres a lot to consider when recreating a cross platform experience . And, if you’re in a similar boat as we were, deciding when and where to break the strategy and roadmap. There’s also a lot that I learned and , in retrospect, would’ve done differently.
The first being, better time estimation and management. This project took longer than expected. This was due to the idea that this was going be a simple replication. In truth, it had many more moving parts than expected. From sifting though the usage data to adhering to iOS capabilities and constraints - we overshot our readjusted timelines.
The second being further iterations. This ties directly into time management. We spent a lot of time in certain aspects of the design process that we had to shorten time spent in other areas. Though no one was to blame, as this was the first project we worked on of this kind - we all learned a lot in terms of estimation and time management.
Despite these takeaways, it was a great learning experience in both cross platform design and flexibility to changes in the strategy.
Thanks for reading! :)