Project 1

B2B Platform - Project overview

Credicorp Capital is one of the leading financial holdings in Latin America, with a presence in most Central and South American countries. Its subsidiaries include notable companies such as BCP, Mibanco, Pacifico, Krealo, and Tyba.

Credicorp has demonstrated a strong financial performance, recording a net profit of US$368 million in the first quarter of 2023. Furthermore, its expansion into Colombia has been noteworthy, reinforcing its position as a significant player in the Latin American financial landscape.

Tyba, an investment application, operates in Colombia, Peru, and Chile and has reached a user base of 500,000 people. This Fintech manages an average of more than 30 million dollars in investments. Tyba users range from those who invest modest amounts, starting from 5,000 COP, to more substantial investors who can invest up to 40,000,000 COP.

Client

Credicorp Capital divides its clients into various groups based on their financial capacity and assigns them to different companies within its financial group. The product is aimed at affluent clients, referred to as "affluent clients," who can be individuals or economic groups with a minimum investment capacity of $100,000 USD. These clients usually have a long-standing relationship with the financial holding, averaging more than 5 years, which gives them familiarity with the company's products, services, and culture.

Currently, the affluent client segment has access to a platform for viewing their investments, although it does not allow active management and administration of the investments. Instead, investments are carried out through an advisory channel, where financial professionals provide guidance and assistance to these clients in their investment decisions.

Challenge

Tyba, as part of the financial holding, took on the challenge of creating a web-based investment management platform designed for the affluent sector. The main objective was to develop a digital experience and graphical interfaces that would allow users to visualize and manage their investments autonomously. This included the ability to carry out various transactions without relying on financial advisors, saving time and providing users with greater autonomy in their investment decisions.

This initiative reflects the growing trend in the fintech sector of empowering investors, enabling them to take control of their investment portfolios and operate efficiently through digital platforms.

Roles and team

1 Product Owner, 3 UX/UI Designers (me), 1 QA, 2 Front-end developers, 2 Back-end developers

Task

User interviews, Business requirement review, Tyba app structure review, User flow structuring, Design system, User interface design, Consultation and documentation, Consultation and implementation with development, Prototypes, Ideation and co-creation with stakeholders

Process

The development process of the web-based investment management platform involved several key stages. Initially, the main functionalities necessary to meet the business requirements were sought to be identified. This phase was complemented by direct user research, allowing for a contrast between business expectations and actual customer needs. Furthermore, the functionalities of Tyba's current application were analyzed to gather valuable insights.

The first phase of this process resulted in the identification of the fundamental functionalities that should be included in the web-based investment management platform. However, since this tool was intended to be a Minimum Viable Product (MVP), efficiency in time usage was prioritized. Efforts were made to limit and prioritize workflows, maintaining a clear understanding of investment management needs and considering valuable user inputs. It was anticipated that this initial version would undergo continuous testing and improvements, growing over time.

The design of user interfaces was aligned with Credicorp Capital's brand manual, and the design system's construction was supervised with the involvement of the company's design team. It was based on heuristic principles of user experience to ensure familiarity and smoothness in the platform. Additionally, component construction was adapted to the available technology provided by the development team. This comprehensive approach allowed for the creation of a platform that met business needs, was supported by user feedback, and maintained coherence with Credicorp Capital's brand identity.

This comprehensive approach allowed for the creation of a platform that met business needs, was supported by user feedback, and maintained coherence with Credicorp Capital's brand identity.

Dashboard

The most significant flow for users focuses on the visualization of their investments in different funds, as well as tracking the returns and available funds in their portfolio. This visualization enables them to make informed decisions about their investments, including the possibility of making new investments or withdrawing funds according to their financial strategy.

Cashing

One of the most crucial flows for users in the Tyba application is the "cashing" functionality, which allows them to invest money in open-end and closed-end funds. This process is based on the investment logic defined in the Tyba application, with the incorporation of different limits, such as the minimum amount per fund. Through this functionality, users have the ability to make investments whenever they wish, always respecting the specific restrictions of the investment funds available.

Design System design with branding, technology and scalability

Credicorp Capital's brand is constantly updating and adapting to Web 4.0 trends, virtual intelligence as well as other technological advances. To be future-proof, it is essential that the design system can adjust to changes and new definitions without the need for a complete redesign, which would help avoid additional costs. A consistent design system with a focus on scalability is critical to achieving this goal. During the platform design process, simplicity and flexibility of the elements were prioritized. The number of components was minimized to avoid visual overload and to facilitate recognition and usability. In addition, the design was planned in such a way that it can be expanded in terms of larger patterns without the need to restructure it from scratch. This means that the platform has the ability to add new functionalities, phases, requirements and modify the order of certain processes without affecting the current design at higher levels.

limitations

In the development of the MVP, it was observed that functionalities proposed by the business predominated over user research. This led to the prioritization of workflows based on business requirements in building the platform, which resulted in the lack of resolution of several pain points in this digital product. Despite this, the project's main objective, which was to help people manage their investments, was successfully achieved.

In terms of user interface design, decisions were made that may possibly change radically in the future due to Credicorp Capital's construction of a new brand.

In addition, it is important to note that the technology used for the development of the platform is not considered the most optimal or adaptable to certain functionalities that were desired to be implemented. However, in future iterations, the intention is to use other development frameworks that can more efficiently address the technological needs of the platform.