Finoa is a regulated custodian for digital assets offering custody and staking services to institutional investors and corporations. The company serves high-profile customers around the world, including renowned venture capital firms, large corporations, and financial institutions such as Earlybird, T-Systems and Bankhaus Scheich.

The Finoa platform had to be designed to meet the high-stakes performance, reliability, and security requirements of large institutions. Users must confidently navigate the digital asset ecosystem with a sophisticated digital assets platform.

While the company already had a validated business model in the market and a functional platform, they had discovered some early gaps between what users wanted to do vs. what the platform currently allowed.

We were then asked to initiate a research process to align business objectives with user needs and revamp the platform from the ground up into a more robust and scalable application.

We had limited time to conduct the study, create new flows and processes, design the new application and, with this project, take Finoa to the next level.

We put together a small team with experts in the essential areas (PM, UX Design, UI) and asked project stakeholders to be involved in the process to fine-tune timing and make timely decisions. We decided to co-create this project in about 8 weeks.

The starting point will be a 4-6 week strategy process (user personas, customer interviews, feature focus maps, user flows, to get to user flow wires). Then the UI team joins to kick off system design and UI interpretations of the wires and flows in another 2-3 weeks.

The end results would be 2 prototypes to demo to the Finoa team and beta users.

We redesigned and modernized the main digital platform and created the prototype for its mobile version. We proposed strategies to iterate, test, and scale the product in the short and medium term.

We called current clients with profiles of Private Investors, Funds VC, Power Users and Private users to participate in remote interviews.

The Study was focused on how they use the platform, where there are friction points, what their needs were met and unmet and how they perform specific actions.

After that we defined User Stories to capture the description of features from an end-user perspective. We also create a feature focus map to direct our focus task and define how the fit into the overall user experience by using Story mapping and designing the information architecture.

We worked on providing a clear overview of the page structure, user flow, intended behaviors, and how the users could go from their entry point through a set of steps towards a successful outcome and final action.

We built the core screens wireframes and most important user flows.

We approach the UI phase starting with a Moodboard and designing the core screens. Then we built the design system (components, interactions and animations, empty states and edge cases, etc).

Take a look at some of the main screens

Finoa has raised a total of €20.8M in funding over 2 rounds. Their latest funding was raised on Apr 29, 2021, from a Series A round.

We managed to create a product that our users find useful and rely on to use frequently. The Finoa team is super hype about the new possibilities and they are scaling up the platform already.

Overall, we were all proud that we were able to solve the users' pain points, achieve the business objectives, and leave a clear roadmap in the team for the next challenges and future iterations.

Raisa Berger - Design Director

Alberto Navarro - Product Manager (Finoa)

Adonay Lizardo - UX Designer

Leonardo Zakour - UI Designer

Catalina Velarde - UI Designer