UX Design for AI-Powered Investing through DCM Velocity

A user experience design built for an AI-powered advisory, helping consumers make more informed decisions backed by technology and machine learning.

Data Capital Management (DCM) is digital investment research, services, and advisory firm, based in NYC. The DCM team has a systematic trading strategy that trades equities based on the analysis of extensive amounts of publicly available data.

This new project, titled DCM Velocity, is an AI-backed investment advisory that offers customers 100% investment transparency and control. The product offers a solution covering the three most essential aspects: discovery, allocation, and management.

The challenge for us was to design UI/UX for a website that communicated the value of an AI that would look through million data points to make the best investment decisions for its users and that would help investors pick an investment strategy based on their needs, and thus later monitor their allocations.

Imagine a simplified design solution to cater to a fully controlled and transparent AI-backed investment advisory!

Objective of Design

DCM already possessed a cutting-edge robot advisor technology backed by AI. Apart from sophisticated individual investors, their consumers also consisted of extremely affluent individuals and family office CIOs who understand the concept of an AI-backed investment advisory.

However, they weren’t aware of what the AI was doing with their funds on the backend. Hence this led to establishing our design objectives such as:

Provide information and strategy in a website format, that is most suitable and appropriate for the consumer, for evaluating a robot advisory, thus communicating the distinct function of their AI
To extend an under-the-hood look of the strategy offered, thus maintaining complete transparency.
Facilitate subscription by enabling consumers to identify the strategy and dive deep into the relevant information.
To showcase appropriate, timely data in the form of a strategy page that offers analytical insights.
To display theme-based strategies aligned to investor needs and parameters, backed by the AI’s value.
A powerful portfolio interface that discloses complete investment details and allows total control of allocations.

Our Process

Pain Points

Lack of visibility and transparency in investment strategies for sophisticated individual investors.
The absence of insights or details of the strategy offered to the consumer.
Difficulty in understanding whom to work with, knowing their backgrounds and strategies.
Unaware of what the AI was doing with their funds on the backend.

Discovery

Gained an understanding of how an investor makes a decision to invest and knowing the formats involved in making the investment decision. The value that this website can add to individual investors is the ability to dig deep and explore. We had to ensure that our designs impart the right amount of information or knowledge on how the AI helps.
The insights also helped in understanding AI’s role in fulfilling user goals and identifying how this can help the investor make well-informed and timely decisions. Therefore, one of the main challenges was to move users from a human advisor to start trusting a AI based robot advisor; the advantages of which were to be showcased in layers for a diverse set of audiences.

Implementation

We facilitated a website experience that enables users to dive deep and make an informed decision with an interface that clarifies who affluent investors would work with and how the technology adds to it.
Our interface was designed to help explore goal-oriented investment strategies for individual investors as well as for family office investment managers.

Outcomes

Our design team worked towards answering the decision-making questions, that is- as a sophisticated, million-dollar investor, what would their next investment move be? How should we structure a narrative that helps them make the right choice of investment product?

Our UI/UX process around the above aspects led to the following outcomes:

A website homepage design that answered all the questions a sophisticated investor had while evaluating an advisor to work with.
To communicate the distinct function of their AI in a world where AI and ML are buzzwords.
To add value to consumers who are very sophisticated and well-informed.
To help the sophisticated investor make a decision aligned with his needs.
To be an open book to the investor who needs to look under the hood.

AI-Powered Investing Around Performance, Transparency, and Control

The most essential aspect that investors miss the most today is transparency and that’s what DCM was able to successfully achieve. Investors also rely heavily on industry feedback and recommendations which warranted a space on the website.
Once invested, an investor is shown a portfolio page, which allows them to monitor and dive deeper into how the AI makes decisions. Furthermore, there’s a dedicated strategy page that allows the user to explore in detail a strategy, its performance, and history.

Impact

Business Impact

DCM was able to validate the product idea iteratively instead of spending excessively on building and later altering it. The design intervention also enables them to get a scalable product structure that is aligned with their vision.
DCM could deliver transparency thus gaining users’ trust. Investors started relying on the website by gaining relevant knowledge from the 'Industry Feedback and Recommendation’ section on the website.

User Impact

New design led to reduced decision-making time for potential investors. Users felt confident and excited about the offerings on display and the information presented to them.
Complete transparency on the portfolio page allowed them to monitor and dive deeper into how the AI makes decisions by providing an under-the-hood look at the strategy.
The website imparted a feeling of having control over funds and investment for users, helping them to make informed decisions through a dedicated strategy page. This enabled them to explore in detail a strategy, its performance, and history.

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