Role
UI/UX Designer
UX Researcher
Product Designer
Revolutionising access to exclusive private credit investment opportunities with an intuitive online gateway
UI/UX Designer
UX Researcher
Product Designer
Figjam
Figma
Web app
Web service
2023 —
Bluejay Finance redefines investment possibilities by providing a seamless gateway to exclusive opportunities in the realm of private credit. Through the use of stablecoins, users can effortlessly invest and withdraw funds as loans mature, creating a dynamic investment experience. Our user-centric approach ensures both flexibility and efficiency, allowing you to navigate the world of private credit with confidence.
I'm currently working for Bluejay Finance as a UI/UX designer. I was responsible for shaping a user-centric and intuitive digital experience. Leveraging user interviews, research, and testing, I meticulously honed user flows and information architecture, ensuring optimal navigation throughout the platform. I crafted design systems that upheld a cohesive visual identity and user interactions. My responsibilities spanned from designing wireframes and interactive prototypes to creating a responsive website.
Bluejay Finance acts as a conduit, linking inquisitive high net worth investors and nurturing a vibrant community of shared knowledge and opportunities, propelling users toward financial success.
Our journey to evolve from our playful image remained rooted in preserving our unique identity through cherished illustrations. This strategic transformation seeks to infuse professionalism while maintaining our distinct character. Through strategic skyscraper illustrations, we bridge urban connections and financial expertise, with a darker, more sophisticated palette further elevating our brand's maturity.
The site mapping process at Bluejay was a crucial step in ensuring a user-friendly and efficient navigation experience. Through meticulous planning and organisation, I created a comprehensive sitemap that illustrated the structure and hierarchy of the website's content. This visual roadmap guided users seamlessly from one section to another, enhancing their ability to explore investment opportunities, access information, and engage with the platform.
I fused academic research with design to create intentional user experiences. By incorporating psychological theories, I ensured that visual elements and content placement were strategically designed to enhance decision-making and engagement. This approach transformed our platform into a sophisticated tool that offers exclusive investment opportunities while subconsciously guiding users toward informed choices aligned with their goals.
These deliverables formed the basis for low-fidelity wireframes, which were then refined through extensive usability testing using Maze to gather feedback, resulting in a site that prioritises user experience.
Utilising insights from user interviews and research, we strategically leveraged the allure of interest rates as a hook to captivate users.
The decision to limit the number of showcased cards to 5 aligns with the concept of Miller's Law, which posits that our brains can effectively retain only around 7 pieces of information.
By optimising this range to 5, we prevent cognitive overload and facilitate more informed decision-making.
In response to the overwhelming amount of information and jargon typically present in deal overviews, our user-centric approach extended to refining information architecture.
Through user interviews, we identified the key pieces of information users seek before investing. By breaking down complex details and emphasising essential points, we crafted a more streamlined and digestible experience that minimises cognitive overload when navigating through information.
I had to opportunity learn some front-end coding while at it! I managed to code a couple of static pages including the support page above.
Since our launch in March 2023, Bluejay Finance has surged to $600K AUM across ~50 users and secured $4M in venture capital. With a team of 12, our intuitive design has led to positive user feedback, facilitating easy navigation and enhancing our impact in the financial industry.
Challenges arose in aligning the user's desire for simplicity with the complex nature of financial investments, and in achieving a balance between fostering a professional image while retaining our distinct identity. Additionally, condensing information without compromising clarity and understanding posed a design challenge. Our team effectively tackled these hurdles by employing user-centered design methodologies and conducting thorough user interviews and testing.
