ProxyVote – Ronnel Cruz

ProxyVote

Mobile App

ProxyVote is a mobile app created to parallel the desktop experience while improving some user functionalities and ensuring it is built with Accessibility in mind. It is a digital application used to vote shares and assign proxies by shareholders of Globally renowned companies. With a user base of more than 100,000+ users, the app was Broadridge’s first mark in the mobile financial tech industry.

My Role: UX Designer, UX Developer

Tags: Finance, Mobile Application, UX Design, UX Research

The Research

Business Justification

In an era of mobile applications and convenience, it is important for Broadridge to lead in innovative technologies in the financial tech industry. The ProxyVote Mobile App is a big first step as it is Broadridge’s first consumer facing mobile application in the market. The goal of the project is to transform the already existing desktop application and create a mobile application using Cordova.

User Pain Points

Users of ProxyVote were interviewed to gather some pain points. The main scope is to gather feedback on ProxyVote’s mobile experience. The following is a collection of some of the most common pain points provided by the users:

Personas

Ahswini Lekhi

(Investor and Business Owner)

Ashwini is a regular investor for both stocks and cryptocurrency. She owns her own business (Cake Shop). Ashwini likes to use several financial applications to gather her spending and financial accounts. She likes easy to use applications. Ashwini is also Color Blind

George Cruise

(Investor and Lawyer)

George is a father of four and is a successful lawyer. He works for a renowned law firm. George is busy most of the times and does not have the time to vote for shares. He is not tech savvy.

Samantha Ramirez

(Investor and Student)

Samantha is a student at NYU studying Accounting. Although she is just a student, she is an experienced stock trader. Samantha is very adept with mobile applications and uses ProxyVote

User Stories

The following is the defined user requirements for the project.

Competition Analysis

The following applications were analyzed to see what works and what doesn’t. These insights will be used during the solution worksop step.

Robinhood’s ProxyVoting does not use an app, but still uses a digital platform that it sends via email to its shareholders. It has a clean UI but there is no public access unless a user actually has shares and looks at their email.

OpenInvest has an application for all their products in one platform. Their application has a clean, easy to use voting platform. OpenInvest includes other financing products they own in the app which makes it very easy for their users to use their products.

The Ideation

Solutions Workshop

The following is a collection of tentative solutions produced from a Solution Workshop.

User Flows

A User FLow was created to see how we could simplify the navigation and structure of the application on a mobile device.

Low Fidelity Mockups

Using the user flows and early sketches, we created low fidelity mockups to base the final designs for the screens.

The Design

High Fidelity User Flows and Mockups

Main User Flow

The following shows the userflow to get in the application and voting. If a user has a dashboard, it can access multiple Control Numbers and Accounts and does not have to sign in and out multiple times