Triple Point Liquidity
Title: Principal Designer
Fintech: Triple Point used a private, permissioned blockchain to facilitate the transaction of private and illiquid assets. The platform enhanced shareholder registrar and transfer agency services, and served to facilitate secondary market liquidity by leveraging and connecting into an ecosystem of sophisticated financial counterparties.
I redesigned the primary product to simplify investor onboarding for various categories (individuals, trusts, corporations, non-profits, etc). The design process ensured compliance with strict FINRA rules and regulations to provide a seamless experience for all user roles (General Partner, Limited Partner, Fund Administrator). Also responsible for visual branding, logo design & overall UI.
Design Results: New onboarding flows reduced investor onboarding time from up to 90 days to less than 1 week for private equity and hedge fund firms. Refined dashboards and new investor review tools led to quicker approval times for general partners and fund administrators.
Recommendation from a Senior Executive at Triple Point Liquidity:
“Dan thoughtfully - and rapidly - became acquainted with an unfamiliar and nuanced domain before embarking on a wholesale rethink of how we engaged clients. From a simplification of the user experience through a style overhaul to one that better fit our user personas, Dan left no stone unturned. He partnered collaboratively across product, engineering, and the entire organization to get buy-in for the new direction and ensure successful implementation.”
Dashboards
Triple Point Liquidity had dashboards for three different types of users: General Partner (GP), Limited Partner (LP, Investor), Fund Administrator (FA). For each investor seeking to join an investment fund, that request made its way through the three different users. For example, a GP would invite an LP to join a fund. The LP would then enter their information and documentation which would then be reviewed by an FA. Once successfully reviewed, it would return to the GP for final approval or denial.
One challenge was to make this process clear to the investor, who typically was a 70 year old male or older looking to invest their retirement funds. The goal was to communicate clearly what stage their application was in. The key was creating a Stepper for the user to see what stage in the process their application was in. Video Example
* Note: navigation may differ from screen to screen, as that too evolved over time and is out of scope of this presentation and screenshots may represent different customer UIs.
* Important: Click on image to enlarge.
* Videos: Clicking on some of the images below opens up a related video illustrating its function.
Related videos of Figma prototypes: GP Capital Call | GP Dashboard | FA Dashboard | Investor Listing | Stepper (solution between three different portals)
General Partner (GP) Dashboard.
Limited Partner (LP, Investor) Dashboard
Fund Administrator (FA) Dashboard
Investor Listing
Fund Transaction Listing
Transaction History By User
Organization Details
Recommendation from a Product Manager at Triple Point Liquidity:
“Dan Swartz is more than just a designer, he is an artisan master of crafting the ideal user experience. Dan will go a step beyond simply making mocks, he will strive to understand the full scope of a user's journey so that the design of the experience actually improves the user's overall journey. He is a patient listener and runs an extremely productive design feedback session, allowing projects to proceed apace as necessary. Dan is also attentive to detail, frequently exposing UX flaws in any given front-end application during his vigorous QA process so that the overall success of the experience may improve over time.”
Onboarding
One of the most complicated features of the Triple Point application was onboarding an investor into a General Partner fund. FINRA had a very complicated and strict set of requirements, and considering that there are a variety of investor types (e.g. individual, non-profit, home office, endowment funds, pension funds, etc), the process could take many different paths depending on the investor type applying for a fund.
There were two stages for onboarding into a General Partnership. The first flow was for an investor to request an invitation or the GP to issue one and then qualify to be an investor. Once that was successful and complete, then the investor had to onboard into a specific fund.
Related videos of Figma prototypes: Investor Onboarding (early stage prototype) | FA Dashboard (includes reviewing of LP uploaded documents)
The LP had to enter in general information about themselves such as contact information and investor type.
The LP then needed to guarantee they were eligible and had the required funds to invest in the GP. This was followed by uploading a variety of documents (e.g. proof of address, W-9, partnership agreement,
After the LP filled out the required fields, the FA then needed to review the application before sending the completed version to the GP for final approval or denial.
The FA could quickly browse through the uploaded documentation from the LP to approve or deny. In the case of denial, the LP would be asked to correct any incorrect or inconsistent information.
Once complete, the application would then pass onto the GP for final approval or denial.
Miscellaneous
Variety of features I designed site-wide, working closely alongside product and engineering.
Fund Investment Opportunity Details
General Partner Recent News
Corporate home page redesign and logo (by me)