AI
FinTech
Equity, Unlocked: Designing AI Tools for Faster Financial Decisions
Designed a powerful AI-driven equity research platform that helps analysts and investors turn complex financial data into actionable insights — faster than ever before.
Overview
Designed a powerful AI-driven equity research platform that helps analysts and investors turn complex financial data into actionable insights — faster than ever before.
Role
Sole Product Designer leading the project end-to-end.
Team
Worked closely with co-founders, product managers, developers, and key business stakeholders.
Timeline
6 months from discovery to complete MVP design and handoff.
About EQL Global
EQL Global AB is a Sweden-based early-stage FinTech startup aiming to disrupt the traditional equity research process using AI. At the time, the company was launching its first product and raising its first round of funding.
Business Goals
Become the leading AI-based market intelligence platform in the financial industry.
Help businesses make faster, data-backed investment decisions.
Increase analyst productivity by cutting research time from hours to minutes.
Product
Goals
Build an intuitive platform that extracts insights from unstructured financial content (like earnings reports and filings).
Allow analysts to stay ahead of trends and act on market changes in real time.
Primary Use-Case
An equity analyst or investor logs in to the platform to research a company. Instead of reading through dozens of PDFs and websites, they get summarized insights, AI-suggested trends, and data-driven signals—within minutes.
Initial Assumptions
Analysts would trust AI summaries if sources were traceable.
A modular UI would help navigate large data sets.
Users would prioritize clarity over UI aesthetics.
Target Users
Institutional Investors
Analysts in investment firms or funds who need fast, accurate insights.
Financial Analysts
Professionals juggling multiple portfolios and tight schedules.
Corporate Teams
Using research to benchmark competitors and market signals.
Personas
User Problems
Wasting hours manually sifting through documents.
Difficulty connecting unstructured data into a single narrative.
Slow turnaround in decision-making due to research delays.
Key Findings
Users want high trust in the output, even if it’s AI-generated.
They need clear visual hierarchy to scan insights quickly.
Most use 3–4 tools in parallel and want consolidation
User Needs & Patterns
Extract key takeaways in < 5 minutes.
Customize insights per company or market segment.
Reuse findings in presentations or reports easily.
Design Approach & Process
Design Goals
Build an interface that reduces mental overload and decision friction.
Design for speed: fast scan, quick clicks, instant context.
Ensure the platform is modular and scalable from MVP to future phases.
Design Language System
I built a complete design language system with:
Grids, color tokens, type scales, elevation levels.
Core UI components: data grids, inputs, dropdowns, cards, widgets.
Interaction & UX Strategy
Emphasized task-based flows to guide users from data to decision.
Created interactive modules (e.g., expandable cards, resizable widgets).
Prioritized clarity through spacing, iconography, and progressive disclosure.
Collaboration & Execution
My Responsibilities
Led the design independently from research to developer handoff.
Brainstormed with the founders to define product direction.
Co-created the roadmap with PMs and validated with developers.
Presented weekly design reviews and iterated based on internal feedback.
Created high-fidelity prototypes for investor demos.
Impact
Designs helped EQL secure its first investors and paying customers within 9 months of launch.
The modular system built in the MVP was expanded across two other product offerings.
Established a design foundation that scaled with the company's growth.
MVP Features
Company search + AI research summary.
Upload & analyze financial documents.
Data grid to compare metrics across companies.
Prompts and filters to generate custom insights.
Final Thoughts
"This project was a milestone in my career—not just for the depth of design work but for the ownership I had from end to end. Designing a tool that turns chaotic data into clear decisions for professionals felt both challenging and deeply meaningful."
The experience sharpened my skills in product thinking, interface design, interaction strategy, and most of all, designing under the constraints and urgency of a startup
Interested in working together?
Let's discuss how we can collaborate in bringing your next product vision to life.