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 picked for publication and the data is changed. The interfaces are shown in their production language, Russian.
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 a fast answer to the questions that matter right now.
High-net-worth investors get into ATON Space 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
The new brand came out of 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 works together with a complex microservice architecture. 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
So the platform is easier to update, the design system is split into several parts and layers. It can be kept in order one iteration at a time.
Surface palette
The internal platform
The platform management system
Besides the client-facing 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 analyst feeds, 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 spot opportunities.
An investor places buy and sell orders for 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 a set of selected interface excerpts. 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