Team: UX/UI Designer, UX Lead, Front-End Developer, Copywriter
My Role: UX/UI Designer
Deliverables: Wireframes, Interactive High-fidelity Prototype, Illustrations
Tools: Figma, Illustrator, Photoshop, Teams, Jira
How to bring visibility to product features that cannot be exposed because the features themselves are confidential?
We developed the AlgoTools website, which generated more visibility for the product, strengthening the company's position in the market.
Context
The largest investech in Latin America seeks new institutional clients with an Algorithmic Trading platform.
Algotools is an Algorithmic Trading platform. Nelogica was making major changes to the product and needed a website dedicated to executing large volume orders through algorithms.
Objectives
• Create an exclusive website to give visibility to the product;
• Since the website will focus on B2B sales, its main objective will be to capture leads and provide contact information for interested businesses to get in touch;
• Provide some information about features, but not too much, since the features themselves are confidential.
Problem
"The product has evolved, but we don't have a dedicated website."
Nelogica was bringing big changes to Algotools, which previously had only a single page on the Nelogica website. In addition to a new brand developed by the Marketing team, the company needed a dedicated website for Algotools.
Process
Briefing
Understanding and aligning requirements
The process began with a meeting involving stakeholders to ensure everyone was aligned on the project requirements. In this meeting, the following requirements were defined:
• The website's look should follow the visual identity standard;
• All images, including mockups and illustrations, were included in the project scope;
• Use the same structure as Vector, another Nelogica product website;
• There will be no page with plans or pricing information as these are negotiated on a case-by-case basis;
• The website should be simple and small, with few pages and sections.
Benchmarking
What solutions already exist, and what can we learn from them?
I observed the information architecture and the division of sections on the websites of direct competitors and also of other B2B products in general that have credibility in the market.
Lessons learned
Most competitors have a simple website with few pages or even just one page. Common sections and pages include:
• Home page presenting the product;
• Product features;
• Schedule a demonstration;
• About us and contact.
Opportunities
• Divide the product features in a clear and easy-to-understand way;
• Video to present the product;
• Add awards, seals or testimonials;
• Numbers that prove the value of the product and the company;
• Add a section with questions and answers;
• Create an attractive and modern interface.
Ideation
Wireframes
In order to make learnings and opportunities tangible, we developed wireframes for the website screens.
Adversities
Refinement, iteration, and project changes
We could not display the product screens very clearly, as competitors could copy the business strategies of the company.
My proposal was to use only snippets of platform screens, in a slightly more simplified way, and some visual elements from these screens. In that way, it would be possible to illustrate the features, without exposing any confidential information.
Solution
Learnings
For this project, I looked for information about the design of contact us forms and pages. The most important contact information are the phone numbers and emails. The form cannot be the only means of contact. Also another good practices are: Keeping the form simple, small, and with the fields in a single column.
I also learned that documenting my work throughout a project helps a lot to remember points that didn't stand out as much but are also important to remember.
Results
The results were a group effort by the teams involved in the project: Development, UX and Marketing.
• The platform had a significant increase in visibility among institutional clients;
• The company’s position in the market was strengthened by the increase in visibility;
• A new institutional client began testing the platform.
