Project Type
User Research, Design Strategy, User Interface, Experience Design
Tools
Data Synthesis, Data Visualization, Prototype Development, Adobe Photoshop, Adobe Illustrator, Figma
Duration
8 Weeks
Team
Bhumika Keswani
Berni Lira
Camila Ordonez
Anaab Ibrahim
Louisa Buck
Role
User Research, Facilitation, Project Management, Visual Design
Client Partner
About
Criterion is a nonprofit think tank dedicated to expanding possibilities for how finance can be used for social change.
They work with changemakers, investors, governments, and institutions to shift who has power in financial decision-making.
Due to restrictions, our research was limited to examples of asset owners like the Mastercard Foundation and Coralus, which advance economic equality globally. Despite the lack of direct user interaction, we extracted valuable insights from these examples.
Challenge
Criterion Institute sought guidance to simplify over 300 Standards of Practice (SOPs) through a user-friendly interface that showcases the complexities of finance via intuitive design and impactful visualizations. Leading us to the initial question: How might we help asset owners understand the richness of Criterion Institute's SOP through various visualizations?
To address this, we reframed the problem by focusing on the asset owners' identity and goals. Although direct user research was limited, we utilized examples like the Mastercard Foundation and Coralus to understand their objectives in advancing economic equality.
Leading us to the reframed challenge statement: How can we leverage SOP visualizations to align with and support asset owners' goals of economic equality and sustainable development?
Context Framing
The main stakeholders involved in adhering to Criterion Institute's Standards of Practice were identified, and the pathways of value, both financial and social, were outlined.
The primary target for the project was the 'asset owner.' Given that Criterion Institute’s North Star was to educate and collaborate with key stakeholders to promote responsible, equitable, and sustainable financial decision-making, the workflows and processes supporting this objective were depicted.
To accomplish the organization’s mission, key resources such as articles, publications, workshops, and Standards of Practice were created, and consult partners and clients were engaged. The project was centered on illustrating how the Standards of Practice contributed to achieving Criterion Institute’s North Star.
User Centered Approach
To move forward, we investigated the profile of our target user, the 'asset owner,' and discovered a range of actors, each with distinct traits and needs.
The diverse array of stakeholders included: Investment Analysts, Financial Intermediaries, Asset Managers, Investors, Lenders & Capital Providers, Corporations, NGOs, Governments, Chief Financial Officers, Deal Leads, Guarantors, Corporations, Shareholders, Escrow Agents, Investment Firms.
By recognizing the variety among asset owners, we gained insights into their specific needs and challenges. This comprehensive understanding allowed us to develop a tailored and effective strategy to address the complexities of Criterion's objectives.
In our effort to design a user-friendly experience and interface for Criterion’s asset owners, we identified three key needs:
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Locate intersections between the Standards of Practice and the user journeys of asset owners and financial advisors.
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Clarify the Standards of Practice’s role in Criterion Institute’s mission and vision.
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Evaluate the impact of the Standards of Practice on asset owner relationships and financial advising
Given the limited information from Criterion Institute, our user research relied on discussions with Criterion's client-facing team and secondary research from two of Criterion's partner organizations, Coralus and the Mastercard Foundation. This research informed the creation of a proto persona, guiding our approach.
Leveraging Artificial Intelligence for a Personalized Search Experience
To improve the user experience and cater to individual needs, we recommended that Criterion utilize Generative AI to optimize the rich data within the Standards of Practice (SOP). This technology will enable asset owners with:
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Personalized Recommendations
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User Friendly Interaction
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Seamless Data Integration
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Scenario Based Suggestion
Prototyping
Profiler
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Identifies user identity, goals, and intended impact.
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Curates tailored content, offering a personalized and meaningful experience.
Filters
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Allows users to narrow content based on personal criteria.
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Enhances information discovery, focusing on the most relevant insights.
Team Collaboration
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Facilitates sharing of resources and commenting/highlighting text.
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Promotes meaningful discussions and collaborative decision-making.
Save Search
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Enables users to bookmark and revisit searches.
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Streamlines information retrieval, saving time and improving efficiency.
Suggested Topics
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Recommends impact investing topics based on user knowledge levels and preferences.
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Helps users explore new areas, even without a specific topic in mind.
Question-Driven UX
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Personalizes content based on user responses to specific questions.
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Provides an intuitive, guided experience aligned with user needs and goals.