Primo Investment Fund: Investment Platform Design
Designing a web platform to digitize and streamline the investment proposal approval workflow, bringing efficiency, transparency, and auditability to the process.
- Client
- Primo Investment Fund
- Year
- 2025
- Categories
- UI / Product Design
The Challenge
Primo Investment Fund, an asset management firm, faced a major operational challenge: its entire process for creating, evaluating, and approving investment proposals was manual and decentralized. The lack of a unified system led to inconsistencies, complicated audits, and made measuring analyst performance an inaccurate task. Control depended on meetings and manual records, creating a bottleneck that hindered the scalability of operations.
I was tasked with leading the product design for the PRIMO platform, a robust web solution designed to solve this problem. The goal was to create an intuitive tool that would centralize the entire proposal lifecycle, from submission by an analyst to the final decision by the management committee.
The Design Process
The project was structured in sprints, with my main responsibility focused on the UX/UI Design and Prototyping phase. My process was centered on translating complex business requirements into a clear and efficient user experience.
1. Immersion and Journey Mapping
The first step was to dive deep into the project scope to understand the pain points and needs of each user profile: the Financial Analyst, the Investment Manager, and the Director. I conducted workshops with stakeholders to map the complete journey of the approval workflow, from creating a proposal to allocating it to a portfolio.
This analysis was crucial for defining the information architecture and ensuring that platform navigation was logical and aligned with the users' daily tasks.
2. Wireframing and Prototyping
With the flows defined, I began designing low-fidelity wireframes for the system's main screens, such as the committee dashboard, the proposal creation form, the voting screen, and the transaction history. This approach allowed for quick validation of the structure and layout with the team and the client before moving on to the visual design.
Next, I developed a high-fidelity, navigable prototype in Figma. The prototype included all key interactions, such as:
Creating 'Stock' or 'Option' proposals, with dynamic fields that adapted to the selection.
Viewing committees by status (Pending, In Progress, Finalized) to facilitate management.
The binary voting flow (Approve/Decline) and results visualization, which had different visibility rules for analysts and managers to ensure process integrity.
3. UI Design and Visual Consistency
The user interface was designed to be clean, modern, and, above all, functional. The focus was on reducing the cognitive load for users who deal with a large volume of information. I used a sober color palette, aligned with Primo Investment's brand identity, with highlights for important actions like starting a committee, voting, or approving a priority proposal.
I developed a style guide with reusable components to ensure visual consistency and expedite front-end development.
Outcome and Impact
The result was a cohesive and intuitive web platform that digitized 100% of the manual proposal approval workflow. The user-centered design not only met all functional requirements but also provided a fluid user experience that simplified complex tasks.
Operational Efficiency: The platform eliminated the need for manual controls, centralizing communication and decision-making records in one place.
Transparency and Auditability: The design ensured that every step of the process was logged, creating a detailed and easily auditable history of all proposals and votes.
Accelerated Development: Delivering a navigable prototype and a complete style guide within the 2-week deadline allowed the development team to start the MVP Core with clarity, optimizing the project's 15-week timeline.
The PRIMO platform became the backbone of the company's investment process, providing the structured data foundation needed for future performance analysis and strategic dashboards.