APPLICATION REDESIGN

Situation

The Municipal Buyside app was dated and needed a complete renovation. Plus, there wasn’t a decent app for Muni Buyside Investors to find, save, and view all Muni Issuances other than Bloomberg.

Task

Our goal was to create an app that not only focuses on the user’s experience and anticipates his/her needs but adds new innovative features with a modern look and feel. We wanted to become the “go-to” app in the market.

Action

Through research of competitive Muni sites (including Bloomberg), we gathered critical features of the Muni deal evaluation process, major elements from competitive UI analysis, and persona workflows. 

We then whiteboarded the user workflows. used Balsalmiq to quickly sketch out each feature, such as the ability to save filters, use the datepicker to see specific periods, sort and drill down charts and graphs of deal activity, incorporate real time analytics, allow desktop notifications for new deals via web and mobile devices.

Using a design system (Material Design) in Sketch, we created wireframes. And, worked closely with top management, stakeholders, developers to create polished wireframes of the entire workflow.

Supervised the building of the prototype with front end developers using a predetermined script for demos to clients. Tested features in hallway testing using Lookback.

Worked with the development team to ensure the design is followed and the workflow correct.

Result

We became the “go-to” app in the Muni Market for 90% of the U.S. Muni Traders and Underwriters. We continuously enhance it with new features, accompanied by Release Notes to guide users through the updated workflows.

Responses from real users of the app - “It’s like you were inside my head”, “This is slick and clean. Well done.”