Case 01 · Private investors club · UAE / Russia / Switzerland / Cyprus · 2019–2023
ATONSpace
A private network for high-net-worth investors. The firm’s research, investment ideas and a direct line to the professionals sit in one space. Four years of product work.
The case is published as selected interface excerpts. The fragments were chosen for showing and the data is changed.
Goals and principles
A private network for high-net-worth investors
ATON Space is a professional network for high-net-worth investors, built for ATON, one of Russia’s largest independent investment houses. It puts the investment committee, the analyst team, financial advisers, portfolio managers, traders and investors in one information space.
The point of the platform is direct and fast access to the firm’s expertise. An investor can see what the markets are doing, read new investment ideas and products, and get an answer on a live question without waiting for the next call.
Access to ATON Space is given to high-net-worth investors by personal invitation only.
App · Feed
The feed: expert content, ideas and discussions in one calm stream instead of a dozen channels.
Interface up close
Feed, articles, expert profiles, events, portfolio and settings. The whole app in one spread.
Process
The value of the platform came out of several rounds of UX research. We drew a customer journey map and the stages of client experience inside the firm, then ran a long series of interviews with clients and with their client managers, analysts, experts and traders. We were after the subjects people actually talk about, what they ask for, what hurts and where the blind spots are.
After that came the sorting: client portraits, types of work with the firm and with its people, a priority order, a sharper brand DNA and a classification of the expertise and ideas the firm produces.
Branding
A new brand was drawn for the platform, built on the strategy, the audience and what marketing needed.
Since launch the platform has gone through several redesigns and rounds of optimization. End-to-end analytics and cognitive analysis drove those changes. A web version came later.
The design system runs together with a complex microservice architecture, so the app and its content update asynchronously and in real time and the platform is managed at every level. Out of that came a system of dynamic components and a communications editor.
Type and styles
The design system is split into several parts and contours. That way it can be kept in order iteratively while the platform keeps moving.
Surface palette
The internal platform
The platform management system
Besides the outside product, the web platform and the mobile app, we designed the UX and the interface of a multi-level content builder. It lets staff produce content for every communication channel: decks, targeted mailings and analytical channels, addressed either to a group of clients or to one investor.
Outcome
When markets are volatile, the advice people want comes from professionals who have already been through earlier crises. The platform gives high-net-worth investors answers to the questions that worry them most, and it helps them see the openings.
An investor places buy and sell orders on current financial products and ideas without a middleman, asks the firm’s experts a question, joins the discussion and sees what other high-net-worth investors are interested in.
The public version of this case is selected interface excerpts. Fragments of the interface are shown selectively, the data is changed, and internal metrics are not published. I have the numbers and I am not allowed to publish them.
Our mission is to help our clients make the right investment decisions and carry them out in the best possible way. We are building a community of successful investors. ATON Space is the most significant change in our relationship with investors in the whole 25-year history of the company.Andrey Zvezdochkin, partner and chief executive of ATON