hi, I’m Leonardo
I use design to solve business problems
I’m a multidisciplinary designer with a background in industrial and software
engineering. I
am
currently looking for full-time remote roles but open to freelance engagements.
With 7+ years developing web products and services. Built, redesigned and shipped +20
products
both as a solo developer and in the last couple of years as a Product Designer.
An avid youtube creator, 100+ videos and live podcasts talking about technology and
finances
for
the hispanic community.
Always willing to collaborate or carry out new inspiring projects. If you’d like to
discuss
a
potential idea or know about me and my work, don’t hesitate to contact me.
Work
About
hi, I’m Leonardo
I use design to solve business problems
I’m a multidisciplinary designer with a
background in industrial and software engineering. I am
currently looking for full-time remote roles but open to freelance engagements.
I’m more talkative on desktop and tablets. If you’d like to discuss a potential idea or know
about me and my work, don’t hesitate to contact me.
ALPHA EXPRESS
Alpha Express offered brokerage services in the Dominican Republic to a small and privileged group, the firm wanted to reach the general public making investing easy for everyone.
The client
Alpha is one of the leading brokerages of the Dominican Republic, founded in 2009 it has over +200M in assets under administration. Providing investment solutions to individuals and organizations.
Problem
The client wanted to offer current
and new customers the opportunity of opening new accounts online and see their portafolio
whenever they are. Due to strict regulation the process is complex and full of complications
needing a lot of human interaction.
Dominican Republic didn’t have any brokerage offering opening accounts through the internet so
we were the first facing this problem space.
Solution
Acting as an extension of Alpha’s team, we worked to research, design and iterate on many UX and UI solutions for both their main website, application and strategy for capturing new customers.
Limited Time
We had an agressive time to market and no experience researching the industry.
In order to work faster we had to select only a few tools to do “just enough” research and deliver the
project on time.
We decided to work with the Jobs to be Done framework, Demographic Analisis and the Global Trends
(benchmarking) of the industry.
The company would provide us with the components on the left.
Global Trends
The most important changes on wealth creation of the decade acording to our research where:
Growing access to wealth of women
The creation of Cryptocurrencies
Fintecs unbundling the banking and insurance sector
Technology allows access to financial services abroad
Demographics
The Big Shift:
Women are the Key
Our research showed that are becoming more and more important in the wealth management sector, creating the need to include them as a specific persona on our analysis.
93% of women say they have significant influence on what financial services their family purchases.
Source. Harvard Business Review, Boston Consulting Group Survey
2 of every 3 students getting an university degree are women.
Source. Ministry of Superior Education of Dominican Republic
Women earn 5-7% more than men in every salary scale in DR
Source. El Dinero Magazine
the number of wealthy women investors in the US and the world is growing at a faster rate than that of men.
Source. The Spectrum Group
Disposable Income
Education Outlook
Salary & Income
Wealth Creation
Demographics
Our Personas:
It’s all about the People
Originally the team provided two main personas for the users of the platform, the investigation showed
an increasing amount of women looking for help investing with a very different outlook.
The data in the organization confirmed our observations on the market.
The Businessman
The mayority of current clients of Alpha, people with businesses or executive positions,
with 50+ years looking to diversify their investments.
A lot of their thoughs are related on inheritance, how their assets will be passed to the
next generation and in what distribution.
They think a lot about retirement and succesion.
The Rising Talent
Young executive rising through the ranks, normally in a medium management position and
starting their family.
Frequently with a advanced degree of an university abroad of the DR.
Changes in their family motivates them to look for more security and ways to protect their
assets and those that depend on them.
The Empowered Woman
Originally the team provided two main personas for the users of the platform, the
investigation showed an increasing amount of women looking for help investing.
The data in the organization confirmed our observations on the market.
Bringing Stylescapes
and personas to life
Originally the team provided two main personas for the users of the platform, the investigation showed
an increasing amount of women looking for help investing.
The data in the organization confirmed our observations on the market. The client choose their default
client as the final design.
JOB TO BE DONE
What is an
investment:
Hedge vs Growth
The different investment products in the international market have two functions either growth wealth or
maintainint wealth.
The amount of involvement is also another of the difference between approaches.
Application Wireframes
After the research, I created detailed wireframes for the process, we created a simplified version for users
investing < 5,000 USD, reducing the amount of data to be input by 43%.
By Law we were required to fill all the other fields for qties above.
Iteration 1
Iteration 2
Extra Workflows and Final Design
After the previous stage, the company communicated us a branding refreshing that we implemented on the
design system for the application.
Also, workflows for companies, multiple investors and more complex situations were implemented on the
application.
Results
After making all signups through a combination of emails, phone and a physical meeting.
Today almost all the process is done through the application, not only of consumers but also,
companies and partner banks.
“Leonardo worked all around the clock designing an application that simplified the investing experience for our clients. He even went one step ahead and helped build our internal UX team.”
Marinés Paulino, Project Manager, ALPHA INversiones
