Empowering Hedge Funds to Make Smarter, Faster Decisions
CHALLENGE
CHALLENGE
CHALLENGE
Our company had a unique opportunity to monetise user data responsibly. Previously focused on selling ad space, we realised the potential of leveraging aggregated, PII-free data to help hedge funds understand consumer behaviour online. The challenge was twofold: create a platform that provided hedge funds with actionable insights while maintaining compliance and protecting the integrity of our B2C data ecosystem.
This was the challenge driving the business’s ambition to launch a new mobile app. The right approach wasn’t obvious: a quick browser-based solution or a native app with greater capabilities?
As the design lead, I guided cross-functional teams through workshops, user validation, and iterative design. What we created wasn’t just an app but a platform that empowered users to reclaim value from their personal data, putting Google at the centre of the experience.
DISCOVERY & RESEARCH
DISCOVERY & RESEARCH
I began by interviewing hedge fund data buyers to understand their needs, tools, and expectations. They didn’t want raw data but actionable insights they could easily filter and explore. Demographics, online behaviour trends, and clear visualisation of current consumer activity were critical.
I created wireframes that focused on:
Key demographic filters like age, gender, and location
Behavioural patterns, such as where users were coming from (e.g., TikTok, Google searches)
The initial idea was simple: let users earn by browsing. But discovery workshops revealed this wouldn’t meet deeper user needs. Whilst familiar, browsing alone wasn’t inspiring or empowering.
Through stakeholder discussions, I proposed a bold pivot: allow users to earn directly from their Google data. Google, as a tech giant, has accumulated vast user data. Enabling people to reclaim value from it felt innovative and empowering. The challenge was to make this idea intuitive and seamless.
USER TESTING & ITERATION
USER TESTING & ITERATION
Through user testing, I discovered concerns about user churn affecting data quality. This feedback led to two adjustments:
Engineering created systems to ensure data accuracy and consistency
Design maintained clarity and consistency when comparing data across brands
Discovery uncovered key user needs: simplicity, transparency, and control. This shaped a vision for users to easily connect their Google accounts, track earnings, and feel empowered.
I prioritised concepts and developed wireframes focused on trust and ease of use. User testing refined the designs further, ensuring the process was intuitive at every step. The final experience made connecting accounts and earning from data seamless and rewarding.
OUTCOME
OUTCOME
The platform became a foundational step in shifting the business into the B2B space. This project taught me the importance of challenging assumptions. Pivoting our strategy and focusing on delivering value to hedge funds without compromising our core user base was critical. By leading with user research and collaboration, we successfully built a platform that meets both user and business needs.
While still in its early stages, the response has been overwhelmingly positive, both internally and externally.
Key Wins:
Aligned a new business strategy with clear user needs
Delivered a scalable platform that met compliance and business goals
Built a strong foundation for growth, ready for future iterations
It empowered users whilst driving significant growth and strengthening brand trust.
By taking bold risks and listening to users, we created a product that gave them control over their data and set a new standard for digital empowerment. The project also set a scalable design framework for future digital products.