Role
Role
UX Designer
UX Designer
Use Case
Use Case
UMSI X ROSS FinTech Challenge
UMSI X ROSS FinTech Challenge
Skills
Skills
Interaction Design, Visual Design, Prototyping
Interaction Design, Visual Design, Prototyping
Timeline
Timeline
Aug 2024 - Dec 2024
Aug 2024 - Dec 2024
Overview
Optimizing Private Equity Deal Workflows
Optimizing Private Equity Deal Workflows
This project was part of the FinTech Challenge jointly organized by the University of Michigan School of Information and Ross School of Business. Over three weeks, I led the design effort in a cross-functional team of business and engineering students.
This project was part of the FinTech Challenge jointly organized by the University of Michigan School of Information and Ross School of Business. Over three weeks, I led the design effort in a cross-functional team of business and engineering students.
I focused on research and prototyping to address inefficiencies in private equity workflows. Our solution, The Forge, was recognized as one of the top entries, placing 3rd out of 25 teams.
I focused on research and prototyping to address inefficiencies in private equity workflows. Our solution, The Forge, was recognized as one of the top entries, placing 3rd out of 25 teams.
Background
Meet Harper, a private equity analyst
Meet Harper, a private equity analyst
Hey, before diving into the case study, let’s meet our friend Harper. She works in a big firm and represents the typical user we are designing for.
Hey, before diving into the case study, let’s meet our friend Harper. She works in a big firm and represents the typical user we are designing for.
Why does it take so much effort?
Why does it take so much effort?
You may start to wonder: why does it take so much effort just to move one deal forward? Let’s take a look at what the internal workflow actually looks like.
You may start to wonder: why does it take so much effort just to move one deal forward? Let’s take a look at what the internal workflow actually looks like.
It’s not an exception, it’s the norm
It’s not an exception, it’s the norm
Already feel dizzy? For Harper, this isn’t an exception, it’s the norm. To push even a single deal across the finish line, she needs to coordinate with distinct collaborators, work with internal support teams, and track hundreds of files.
Already feel dizzy? For Harper, this isn’t an exception, it’s the norm. To push even a single deal across the finish line, she needs to coordinate with distinct collaborators, work with internal support teams, and track hundreds of files.
Problem
Research
Hearing it straight from the analysts
Hearing it straight from the analysts
To go beyond numbers, we spoke with 6 analysts across different firms. Their stories painted a picture of constant firefighting.
To go beyond numbers, we spoke with 6 analysts across different firms. Their stories painted a picture of constant firefighting.
Four recurring frustrations
Four recurring frustrations
Landscape
Testing the market
Testing the market
We analyzed seven tools commonly used in investment firms. The verdict? Great at specific tasks, terrible at talking to each other.
We analyzed seven tools commonly used in investment firms. The verdict? Great at specific tasks, terrible at talking to each other.
Strategy
Defining the direction
Defining the direction
Identifying target users
Identifying target users
Three Design Pillars
Three Design Pillars
Solution
Introducing The Forge
Introducing The Forge
01
DASHBOARD
Role-based insights
Clear deal visibility
Clear deal visibility
No more guessing games. The dashboard surfaces exactly what needs attention for each role.
No more guessing games. The dashboard surfaces exactly what needs attention for each role.
02
AI Copilot
Instant answers
Information at your fingertips
03
DATABASE
Unified records
No more data silos
04
DOCUMENTS
Centralized management
Contextual file management
Contextual file management
05
Models
Standardized workflows
Standardized templates and shared assumptions to cut rework
Standardized templates and shared assumptions to cut rework
Reflection
Key Takeaways
Key Takeaways
Understanding the Problem Space Before Jumping to Solutions
Understanding the Problem Space Before Jumping to Solutions
Since this was my first time designing in private equity, I had to resist the urge to design right away and instead spend time mapping the problem space. Through interviews and guided walkthroughs of analyst workflows, I learned how critical it is to immerse in users’ world before shaping solutions. That upfront investment in empathy and domain knowledge allowed us to identify pain points that were structural, not just surface-level
Since this was my first time designing in private equity, I had to resist the urge to design right away and instead spend time mapping the problem space. Through interviews and guided walkthroughs of analyst workflows, I learned how critical it is to immerse in users’ world before shaping solutions. That upfront investment in empathy and domain knowledge allowed us to identify pain points that were structural, not just surface-level
Building Trust Through Small but Critical Details
Building Trust Through Small but Critical Details
This project also reminded me that workflow platforms live or die on the details. Features like clear ownership, visible priorities, and version control may seem small, but they directly reduce friction and prevent costly miscommunication. In a high-stakes environment, trust is built not by adding more features, but by making the essentials seamless and reliable.
This project also reminded me that workflow platforms live or die on the details. Features like clear ownership, visible priorities, and version control may seem small, but they directly reduce friction and prevent costly miscommunication. In a high-stakes environment, trust is built not by adding more features, but by making the essentials seamless and reliable.
