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Fennel Markets

About

Empowering retail investors to create change through their investments.

Deliverables

Mobile App DesignBrand StrategyPresentation DesignUser Research

Industry

Fintech

Software

Adobe PhotoshopFigma

Case Study: Fennel - Empowering Retail Investors for Responsible Investing

Overview

This case study focuses on Fennel, a registered broker dealer that empowers retail investors to create change through their investments. Fennel provides a platform for users to buy and sell U.S. publicly listed stocks and ETFs confidently, while offering comprehensive ESG metrics, shareholder voting information, and real-time media sentiment tracking. This case study highlights the features and design principles of Fennel as it aims to revolutionize responsible investing.

Project Details

Duration: Ongoing project
Role: Lead UX Designer
Design Tools: Adobe XD, Figma, Miro

Problem Statement

Retail investors often face challenges in accessing reliable ESG data, shareholder voting information, and comprehensive company analysis to make informed and responsible investment decisions. Furthermore, hidden fees and lack of transparency in the investment process undermine the trust of retail investors.

Solution

Fennel addresses these challenges by providing retail investors with a user-friendly platform that facilitates responsible investing. The platform offers a range of features including ESG metrics, shareholder voting information, real-time media sentiment tracking, and comprehensive financial data. Fennel prioritizes transparency, security, and accessibility to empower retail investors in their investment journey.

User Goals

Retail investors seeking to make responsible investment decisions: Access comprehensive ESG metrics and company analysis to align investments with personal values and push for positive change.

Users interested in shareholder engagement: Stay informed about past and upcoming shareholder votes and exercise their rights as shareholders to influence corporate decisions.

Investors looking for a transparent and accessible investment platform: Access reliable financial data, track real-time media sentiment, and manage investments without hidden fees or data privacy concerns.

Design Approach

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User Research: Conduct user research to understand the needs, knowledge gaps, and pain points of retail investors in making responsible investment decisions. Identify user expectations and preferences for accessing ESG metrics, shareholder voting information, and comprehensive financial data.

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Persona Creation: Develop user personas representing retail investors with diverse backgrounds, investment goals, and levels of ESG knowledge. These personas will guide design decisions, ensuring a user-centered approach throughout the project.

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Information Architecture: Define a clear information architecture for the Fennel platform. Organize the structure of the platform in a logical and intuitive manner, making it easy for users to navigate and access relevant ESG metrics, shareholder voting information, and financial data.

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Wireframes and Prototyping: Create low-fidelity wireframes to establish the layout, interactions, and hierarchy of the platform's screens. Iterate on the wireframes based on feedback and user testing, gradually transitioning to high-fidelity prototypes.

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Visual Design: Develop a visually appealing and professional design language for the Fennel platform. Utilize a clean and intuitive interface that conveys trust, reliability, and accessibility for retail investors.

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ESG Metrics and Company Analysis: Design an interactive dashboard that provides users with access to over 200 ESG data points for personalized and informed investment decisions. Present comprehensive company analysis, including environmental impact, social responsibility, and governance practices.

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Shareholder Voting Information: Provide users with details about past and upcoming shareholder votes, enabling them to exercise their rights and influence corporate decision-making. Include voting history, resolutions, and impact analysis to facilitate informed voting decisions.

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Real-Time Media Sentiment Tracking: Implement a feature that allows users to track real-time media sentiment surrounding the companies they own or are interested in. Provide sentiment analysis and news updates to keep users informed about potential risks and opportunities.

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Transparency and Security: Emphasize transparency by refraining from participating in payment for order flow and ensuring that users' securities are not lent out. Implement robust security measures to protect users' data and privacy.

Conclusion

Fennel, the responsible investing platform, aims to empower retail investors by providing them with comprehensive ESG metrics, shareholder voting information, and real-time media sentiment tracking. Through transparent pricing, user-friendly design, and robust security measures, Fennel seeks to establish trust and accessibility in the retail investing space, enabling users to create positive change through their investments.