Redesigning an algorithmic investment platform
Bringing brand and UX coherence to a previously developer-led app design
Context
I joined SigTech as the founding designer and built a design and content team from scratch, focused on improving the platform used daily by professional quants to develop algorithmic trading strategies.
A proliferative kitchen sink of a design
At the centre of the SigTech platform is a deep Python library developed over many years. The web UI for accessing it had evolved ad-hoc, without branding or design strategy. I began by interviewing internal and external users to understand how each part of the UI was being used (or not used).
→ Comprehensive rebrand & redesign
With a clear understanding of how each UI was used, I led a structured redesign focused on usability and hierarchy. A major issue was the lack of structure — app-wide tools were mixed in with project-specific features on the same screens, making navigation confusing. I reorganised key layouts to better reflect how users worked across the platform. I also unified the platform's visual language, which later evolved further as we rebranded the product more broadly.
Project reflections
Wins
- Applied core design principles — usability, aesthetics, and branding — across the entire platform.
- Created an intuitive information architecture that clarified how different features relate to one another.
Learnings
- Some UIs were used with high frequency, making speed just as critical as clarity. I initially under-prioritised this.
- The data browser design would have been stronger had I developed a deeper understanding of financial instruments earlier; this knowledge came later in my time at SigTech.
