Build dividend portfolio analytics
0-to-1
Build dividend portfolio analytics 0-to-1
Build dividend portfolio analytics
0-to-1
OVERVIEW
OVERVIEW
1-min dividend portfolio diagnostics reached 2.8 checks per visit, driving +200% growth in diagnostic sessions
1-min dividend portfolio diagnostics reached 2.8 checks per visit, driving +200% growth in diagnostic sessions
I designed a portfolio diagnosis tool helping dividend investors analyze their sector balance and monthly/annual dividend income while gaining key sector insights. Through 4-week prototype validation and usability testing, I launched the service within 8 weeks, achieving +200% user adoption in 2 months post-launch.
I designed a portfolio diagnosis tool helping dividend investors analyze their sector balance and monthly/annual dividend income while gaining key sector insights. Through 4-week prototype validation and usability testing, I launched the service within 8 weeks, achieving +200% user adoption in 2 months post-launch.
Jan 2024 - Feb 2024
PM & Lead Product Designer
Jan 2024 - Feb 2024
PM & Lead Product Designer
Jan 2024 - Feb 2024
PM & Lead Product Designer
User research // Usability testing // Hi-fidelity prototyping // Design system // Junior designer mentoring // Cross-functional alignment
User research // Usability testing // Hi-fidelity prototyping // Design system // Junior designer mentoring // Cross-functional alignment
Collaborated with
1 Junior Designer & 4 Engineers
Collaborated with
1 Junior Designer & 4 Engineers
Collaborated with
1 Junior Designer & 4 Engineers
Led cross-functional team of 2 frontend and 2 backend engineers through specifications and hand-off guides, while mentoring a junior designer
Led cross-functional team of 2 frontend and 2 backend engineers through specifications and hand-off guides, while mentoring a junior designer
IMPACT
IMPACT
Streamlined diagnosis funnel encouraged quick and repeated portfolio checks, naturally leading to rapid growth in service usage within 2 months
Streamlined diagnosis funnel encouraged quick and repeated portfolio checks, naturally leading to rapid growth in service usage within 2 months
Portfolio Diagnostics
per Visit
New User Activation
Conversion Rate
Portfolio Diagnostics per Visit
2.8
2.8
2.8
Retention
Rate
Social
Signaling
Retention Rate
32%
32%
32%
Paid
Conversion
200% ↑
Paid
Conversion
30,000+
Paid Conversion
200% ↑
Portfolio Diagnostics Growth
within 2 Months
200% ↑
Users Reached
in Beta Phase
30,000+
Paid Conversion
30,000+
POTENTIAL USER ANALYSIS
74% of dividend investors maintain 3+ year holdings with balanced portfolio strategy
Original survey was conducted via Pollfish (Jan 2024) with 200 qualified respondents from the United States, United Kingdom, and Canada, screened and verified through professional research panel.
Results highlight that dividend investors are remarkably consistent - 74% hold investments for more than 3 years, while 61% maintain dividend stocks at 41-80% of their portfolio, balancing safety with growth. These investors focus on steady dividend payments, typically investing $101-250 monthly.
WHO IS TARGET USER
Long-term investors who combine safety with growth, creating sustainable income through systematic dividend investing
Quality Hunter
Maintains at least 4 quality
dividend stocks in portfolio
Research Diver
Analyzes markets
3-4 times weekly
Dividend Harvester
Builds $250 monthly
dividend income
USER PAIN POINTS IN EXISTING SERVICES
User interview revealed a frustrating user journey: lengthy funnels, premature data requests, and information overload
Lengthy
User Funnel
Premature
Data Requests
Information
Overload
14+ painful steps to check simple dividends
“It's so frustrating to go through so many steps just to check my dividends.”
“Having to navigate through 14+ steps to see my dividend payments is really inefficient.”
Lengthy
User Funnel
Premature
Data Requests
Information
Overload
14+ painful steps to check simple dividends
“It's so frustrating to go through so many steps just to check my dividends.”
“Having to navigate through 14+ steps to see my dividend payments is really inefficient.”
HOW MIGHT WE
HOW MIGHT WE
Help dividend investors gain insights by providing a lightweight portfolio check-up experience
Help dividend investors gain insights by providing a lightweight portfolio check-up experience
USER PAIN POINTS IN EXISTING SERVICES
User interview revealed a frustrating user journey: lengthy funnels, premature data requests, and information overload
Lengthy
User Funnel
Premature
Data Requests
Information
Overload
14+ painful steps to check simple dividends
“It's so frustrating to go through so many steps just to check my dividends.”
“Having to navigate through 14+ steps to see my dividend payments is really inefficient.”
Lengthy
User Funnel
Premature
Data Requests
Information
Overload
14+ painful steps to check simple dividends
“It's so frustrating to go through so many steps just to check my dividends.”
“Having to navigate through 14+ steps to see my dividend payments is really inefficient.”
Original survey was conducted via Pollfish (Jan 2024) with 200 qualified respondents from the United States, United Kingdom, and Canada, screened and verified through professional research panel.
Results highlight that dividend investors are remarkably consistent - 74% hold investments for more than 3 years, while 61% maintain dividend stocks at 41-80% of their portfolio, balancing safety with growth. These investors focus on steady dividend payments, typically investing $101-250 monthly.
WHO IS TARGET USER
Long-term investors who combine safety with growth, creating sustainable income through systematic dividend investing
Quality Hunter
Maintains at least 4 quality
dividend stocks in portfolio
Research Diver
Analyzes markets
3-4 times weekly
Dividend Harvester
Builds $250 monthly
dividend income
KEY USABILITY FINDINGS
Most users dismissed clickable areas and optional features, seeking distinctive insights
Cognitive
Load
Shallow
Information
Neglected
Feature
Clickable elements lack visual clarity between active and inactive states
"I can't tell which elements are clickable"
"I keep misclicking while missing actual buttons"
Cognitive
Load
Shallow
Information
Neglected
Feature
Clickable elements lack visual clarity between active and inactive states
"I can't tell which elements are clickable"
"I keep misclicking while missing actual buttons"
RAPID PROTOTYPING & USABILITY TESTING
Testing product experience and MVP value through user feedback shaped strategic direction and refinements
While designing the service interface, I faced 2 key questions - "Can users navigate this interface intuitively?" and "Does the current MVP deliver sufficient value?" Rather than theoretical discussions, I pursued direct user feedback to address these uncertainties.
In January 2024, I conducted a mid-fidelity prototype test with 7 users in their 20s and 30s, each with 3+ years of investment experience. Through 5 core tasks including landing page exploration and portfolio management, I observed user behaviors and collected feedback via post-test interviews.
RAPID PROTOTYPING & USABILITY TESTING
Testing product experience and MVP value through user feedback shaped strategic direction and refinements
While designing the service interface, I faced 2 key questions - "Can users navigate this interface intuitively?" and "Does the current MVP deliver sufficient value?" Rather than theoretical discussions, I pursued direct user feedback to address these uncertainties.
In January 2024, I conducted a mid-fidelity prototype test with 7 users in their 20s and 30s, each with 3+ years of investment experience. Through 5 core tasks including landing page exploration and portfolio management, I observed user behaviors and collected feedback via post-test interviews.
STREAMLINED FUNNEL
Funnel Optimization Cuts Process Steps by 43% and Screen Transitions by 57%
Competitors burden users with complex 14+ step funnels to access dividend information. The optimized funnel design eliminates unnecessary complexity, reducing process steps by 43% and screen transitions by 57%, creating a faster path to portfolio insights.
KEY USABILITY FINDINGS
Most users dismissed clickable areas and optional features, seeking distinctive insights
Click Confusion
Shallow Information
Neglected Feature
Clickable elements lack visual clarity between active and inactive states
"I can't tell which elements are clickable"
"I keep misclicking while missing actual buttons"
Click Confusion
Shallow Information
Neglected Feature
Clickable elements lack visual clarity between active and inactive states
"I can't tell which elements are clickable"
"I keep misclicking while missing actual buttons"
DIFFERENTIATION STRATEGY
DIFFERENTIATION STRATEGY
Streamlined dividend focus delivers unique value through minimized funnels and targeted insights
Streamlined dividend focus delivers unique value through minimized funnels and targeted insights
STREAMLINED FUNNEL
Funnel optimization cuts process steps by 43% and screen transitions by 57%
Competitors burden users with complex 14+ step funnels to access dividend information. The optimized funnel design eliminates unnecessary complexity, reducing process steps by 43% and screen transitions by 57%, creating a faster path to portfolio insights.
INFORMATION OPTIMIZATION
Curated dividend data unlocks powerful investment insights
Existing investment platforms overwhelm users with 40+ data types while keeping essential features behind paywalls. This design cuts through the noise with targeted dividend insights, making investment decisions simple and practical.
INFORMATION OPTIMIZATION
Curated dividend data unlocks powerful investment insights
Existing investment platforms overwhelm users with 40+ data types while keeping essential features behind paywalls. This design cuts through the noise with targeted dividend insights, making investment decisions simple and practical.
FURTHER DIVIDEND INSIGHTS
Investment ideas flow from sector insights and dividend data
Most investment platforms, including our initial version, provided only surface-level information. This redesigned solution offers sector insights, such as ex-dividend dates and top yields, along with additional dividend data including investment tips, detailed yield analysis, and portfolio rankings.
FURTHER DIVIDEND INSIGHTS
Investment ideas flow from sector insights and dividend data
Most investment platforms, including our initial version, provided only surface-level information. This redesigned solution offers sector insights, such as ex-dividend dates and top yields, along with additional dividend data including investment tips, detailed yield analysis, and portfolio rankings.
Final Output
Designed for long-term investors seeking sustainable income through systematic dividend investing, this service streamlines the investment experience by eliminating complex navigation patterns and lengthy process flows. The funnel optimization reduces processes and screen transitions by about half, transforming dividend data into clear, actionable insights.
Final Output
Designed for long-term investors seeking sustainable income through systematic dividend investing, this service streamlines the investment experience by eliminating complex navigation patterns and lengthy process flows. The funnel optimization reduces processes and screen transitions by about half, transforming dividend data into clear, actionable insights.
Concluding Thoughts
As Lead Product Designer and PM, guiding this 8-week journey from concept to launch provided a unique opportunity to deepen my understanding of both investment mechanisms and product development. While leading a cross-functional team through the complexities of dividend investment strategies, I not only enhanced my technical knowledge but also developed the ability to balance user needs with technical constraints. Working with NEXTERS and Naver Cloud funding taught me valuable lessons about managing stakeholder expectations while maintaining creative control.
Throughout this project, we aimed to transform complex financial data into intuitive user experiences. Particularly in the asset addition and report viewing screens, we minimized visual fatigue by considering users' frequent screen transition patterns identified through usability testing, while the landing page leveraged illustrations to convey trust and familiarity with the service. The experience of collaborating with frontend engineers to analyze libraries and fine-tune micro-interactions will be valuable for future fintech projects. The most rewarding aspect was seeing how these detailed design decisions came together to create meaningful experiences that support users' investment decision-making process.
Thanks for Watching!
Concluding Thoughts
As Lead Product Designer and PM, guiding this 8-week journey from concept to launch provided a unique opportunity to deepen my understanding of both investment mechanisms and product development. While leading a cross-functional team through the complexities of dividend investment strategies, I not only enhanced my technical knowledge but also developed the ability to balance user needs with technical constraints. Working with NEXTERS and Naver Cloud funding taught me valuable lessons about managing stakeholder expectations while maintaining creative control.
Throughout this project, we aimed to transform complex financial data into intuitive user experiences. Particularly in the asset addition and report viewing screens, we minimized visual fatigue by considering users' frequent screen transition patterns identified through usability testing, while the landing page leveraged illustrations to convey trust and familiarity with the service. The experience of collaborating with frontend engineers to analyze libraries and fine-tune micro-interactions will be valuable for future fintech projects. The most rewarding aspect was seeing how these detailed design decisions came together to create meaningful experiences that support users' investment decision-making process.
Thanks for Watching!
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POTENTIAL USER ANALYSIS
74% of dividend investors maintain 3+ year holdings with balanced portfolio strategy