What is PF Nexus?
PF Nexus's Renewable Energy & Infrastructure Deal Flow platform is a complex tool that provides a comprehensive solution for renewable energy and infrastructure investors. However, users are facing difficulty in efficiently navigating the platform's features and finding the relevant information they need to make informed investment decisions.
Role Overview
Solo product designer. My main responsibilities were providing brand identity, visual strategy, end-to-end product design, and supporting a product's marketing side with graphic solutions.
Impact on the Product
Increased brand recognition by 58% by implementing a new visual communication;
Helped the marketing team to create a campaign that resulted in $625,500.000 investments in the first round;
Developed scalable design system, resulting in a 35% increase design-engineering cycle and an 11% increase time of ticket closing;
Increased product recognition on a global market by 42% by designing cross-platform solutions, and successful execution of integration for a local market.
Team Size
12-16 members
Empathize
Business Problem and Context
Whats Wrong?
PF Nexus is a new product on the market and wants to be different. First of all, the company would like to have a personal brand voice to gather customers from different industries. Also, PF Nexus can't cope with an overwhelming flow of new users. As a result, they lost around 45% of their customers.
Main Objectives
Develop a strong web and mobile app in a green energy that allows customers to trade with each other
Increase customers interaction with a new platform to offer much more convenient solution than competitors on a market
Create an easily scalable platform to allow users from different countries to use it seamlessly
Define
Market Research
To initiate the design process, our team started with research. First of all, I conducted local and global competitor analysis of both developers and investors sides.
Key Features
I conducted detailed research on core competitors such as Acumatica, Epicor ERP, Sage Intact, and NetSuite. The main purpose was to explore their visual style and ux patterns. The results of this research allowed us to gather insights into the current market situation. I didn't stick to competitors' solutions but kept it in mind for the next steps.
Competitor analysis by features and visual style
User Interviews
I conducted user interviews following by previous step. I collaborated with a team to generate ideas for a platform direction. First of all, I asked users about competitors and how they interact with features. At this point, screen sharing was the most useful way to observe how customers doing their scenarios.
The next step of a user interview was a lo-fi mock-up testing. I created a draft version of user flows and key flows. So, for this step, I prepared a prototype and the main scenarios I was interested in.
User Interviews via Zoom
Interview Questions
1. What do you think about the overall look and feel of the platform?
2. How easy or difficult was it for you to find the information you were looking for on the platform?
3. Was the navigation intuitive and user-friendly?
4. Have you encountered any difficulties while using the platform? If so, what were they and how did you resolve them?
5. How satisfied are you with the speed and performance of the platform?
6. Can you describe your experience using the platform on different devices, such as desktop, tablet, and mobile?
7. Have you used any similar platforms before? If so, how does this platform compare in terms of user experience?
8. Are there any features or tools that you would like to see added or improved on the platform?
9. Was the information presented on the platform relevant, accurate, and up-to-date?
10. On a scale of 1 to 10, how likely are you to recommend this platform to a colleague or friend?
Thoughts & Findings
Leakage of investment and develop understanding
Confusing and hard to use database
Issue with mobile user experience.
Develop
Building Basics
User Flows and Information Structure
Each section provides crucial information for potential investors to make informed decisions about investing in the Renewable Energy & Infrastructure Deal Flow. The structure is designed to be user-friendly and easily accessible, ensuring that investors have the information they need at their fingertips.
Lo Fi Mock Ups
Based on a well developed journey map and user flow I created lo fi wireframes. Main purpose was to show basic user experience and present it to the team. I believe close communication on this step could reflect on whole app experience. As a result lo fi and hi fi wireframes helped to figure out core scenario and enhance some features.
Promo Website
Web & Mobile Marketing Experience
A lot of the new users couldn't figure out how to use platform. Promo website allow users to engage with a demo, figure out how to use product, and try new features first. The main idea was to build user user-friendly website and introduce a web platform to both customers and investors.
Web, mobile and global views
Core Features
Create an Account
An overview of the create account user flow. Many customers found out that a personalized signup process is handy for them. First of all I, wanted to design a step-by-step flow and provide as clear as I can patterns.
Feedback from the users indicates that my thoughts were right. The user satisfaction rate was pretty high for the MVP.
Home Screen
One of the most crucial screens is the home page. This interface allows users to get an overview of a market situation. The main goal was to create a comprehensive view that would cover as many user needs as it could. Furthermore, users have an option of a profile view on the main screen.
Create a Project
Creating a project was one of the most difficult user scenarios to deal with. I started with additional user research focused on a step-by-step process. I decided to split the screens by steps and made each user choice as a center of attention. As a result, this solution appeared to be easy to use for the customers.
Also, I spent some time to create better mobile experience to pull off better user satisfaction rate from mobile devices.
Trading Market
After all of the previous steps are completed, customers can participate in a most important part - trading market. It was such a challenge to dive into a new industry online market. I conducted additional research on green energy trading. My main purpose was to design a smooth and clean user interface with key information. Also, the product received positive feedback on the filter and bookmark features.
Online Billing
By the time we developed MVP, the marketing team figured out that we had to add a bit of personal touch to the most active users. At this point, I designed the billing process. This feature allowed us to attract more attention to the premium accounts. After user upgrades, new features would be available. Personal bookmarks, direct contact, the latest trading, and company teams are among the additional features.
Deliver
The Solution
The launch of PF Nexus was a great success despite some delays due to engineering databases and fronted. The product starts gathering users from all over the world. It shows that the customer rate increased by more than 62% compared to the first MVP version. As a result, PF Nexus became one of the fastest-growing companies on the green energy market. These design and engineering solutions allow to connect investors with energy developers.
Design System
Designed and delivered new components based on the business requirements, document design patterns, icons, templates, and custom elements. As a result new team members were able to dive in in product ecosystem as soon as possible.
Outcome & Impact
By introducing and launching promo website, inner platform and responsive modules, I have designed a promising product. All of the design stages were delivered. Thus PF Nexus raised some of the investments. At this case we’ve gathered all of the user feedback at MVP stage. Thorough visual and ux QA was performed at this time. The entire project launched in just a couple months from scratch to end point.
As result my job was completed successfully. I prepared design system, documentation, and list of features in collaboration with all the team. It allows to support platform and develop new ways to grow.
I believe the next focus lies in enhancing product according to users needs.
20.8K
Active users
100+
countries affected
21.5 min
Session duration
