Rethink Finance

A cutting-edge solution for fund management
16 months
ui ux
JTBD
Funds

Business Vision

Develop a fund management tool that ensures a non-custodial and community driven process, while enabling a chain-agnostic activity

Objective

Reach 100,000 $ AUM within 6 months, as proof of traction

My Role

I worked as solo UI UX designer in a JTBD framework, contributing to user research, design system development, definition of solutions , and usability testing

Create NAV proposals

Case study 1

Problem

Updating theNet Asset Value is a complex process, requiring numerous requirements and actions. The initial proposal was very complex, overwhelming the user with too much information and actions. This led to confusion and misunderstanding, resulting in process blockers

Task

Update the NAV

Process

By conducting tasks analysis, heuristic evaluation, competitors and user research I obtained some data on which to elaborate a new solution

KPIs

Error Rate

Task Success Rate

Time On Task

Solution

Working with methods like progressive disclouser and step process, I crafted a solution that was more functional, minimalist and less overwhelming, resulting into a stronger information hierarchy and guidance, providing the user with a clear and logical path to take

Learning

Net Asset Value Management / Treshold Requirements / Cash Flows / Assets Library Configuration /Type of Assets and Related Methods of Minting

Create Proposals and submit vote

Case study 2

Problem

The external governance interface was limiting the experience efficiency and effectiveness, leading to low participation rate and fund activity blockers

Task

Submitt the vote

Process

By running a task analysis and competitors research, I defined the requirements and flows of the new solution

KPI

Error Rate

Task Success Rate

Time On Task

Solution

The new governance interface enabled a more purpose-driven development, helping users into identifying priorities, track the overall activity and submitt votes at ease, outcoming in high participation rate

Learning

Raw Code Proposal’s Interaction / DeFi Governance Requirements / Governance Token Setup

Achievements

+300K
AUM ($)
+100
USERS
+12
OIVS

The protocol has attracted lots of asset managers and DAOs, validating the need for a non-custodial and community-driven process in the Web3 space

Although the process is not autonomous yet and requires the participation of the manager for some activities, it is adopted from innovators and DeFi experts, while still waiting for big investment fund

Rok Behin_CPO

It is a pleasure to work with Sara. Her deep empathy for users and sense of intuitive flows have significantly enhanced our product. She consistently ensures that every design decision prioritizes user experience, making our product more user-friendly and engaging.

Thank you

for your interest

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