EquatePlus is an equity management platform that allows employees to manage their equity portfolio.

Equatex - Equity management platform-big.jpg

In 2016, I had the chance to work with Equatex, a shared equity platform that allows users to manage their company's equity portfolio.

The problem

Equatex was facing competition from startups with a better user experience.

The opportunity

Help Equatex gain an edge in UX by designing a modern product that delights it's users and empowers them in having portfolio-management independence.

What I did

I worked closely with Equatex for 6 months to turn their product 180°. The relaunch was successful and I was privileged enough to present the new concept to some of their future and current customers. I lead the interaction design team, was responsible for in-field research & documentation and was the main spokesperson with Equatex.

Phase 1: Research

We started off with a deep dive into the main stakeholder's business requirements and aspirations. We then met with 10 active users from 4 countries across Europe to understand their pain points and needs. Below, are some of the most recurring themes.

After the interviews we crafted several archetypes that the team presented to the Equatex's customers. After several iterations we settled on 3 archetypes that represented well the scope of users.

While many employees value company equity, few of them understand what they really have.
— Equatex team

Lynn is the user that does not know how equity works and what it means to her. She sees it as a savings account. Learning is key to her.

Ellie is the finance-savvy and opportunistic employee. She looks for accuracy and performance in the tools she uses.

Greg is the executive that favours practicality. He is very time-conscious and looks for easy-to-use solutions that keep him moving fast.

Phase 2: Design

In the second phase of the project the team started with a story board that covered the main key flows of each archetype. We then identified 8 design principles to guide our design decisions and doodled some features/ideas that we thought the platform should cover.

After the foundation was layed down, we designed in iteratively and had frequent checkins with the Equatex team to make sure we remained on target. This process allowed us to identify new business requirements and better understand the system's complexity.

The transaction flow is amongst the most important flows in the experience. It focused on breaking down the steps into digestible chunks with one decision to make at a time.

The end of this phase was concluded by developing a click-through simulator that enabled Equatex to share the new design and direction with their existing clients.

Phase 3: Development

During the development phase the design team worked closely with the developers. We set up a thorough design library and documentation system. A section was dedicated to the Design Language System where all overarching rules and reusable elements were documented. The rest was sectioned by epic. Every epic started with the rules and logic of the specific modules. An annotated flow diagram or composition followed to explain how success criteria were answered. States showing different use cases were then presented and described, along with transition and functionality details. The last section contained all redlining and annotated links to the typography, colours and elements sub-sections of the DLS.


The project's duration was 27 weeks (9 weeks of concept design and research + 9 sprints of 2 weeks each). Equatex managed to retain multiple customers, acquire new ones and grow it's bottom line significantly (specific numbers can only be disclosed verbaly).

For more questions, drop me a line. I'll be more than happy to discuss further.

Thanks for reading.

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