Simplifying Profile Management in Fintech

Simplifying Profile Management in Fintech

Boulevard (now Liquidise) had investor profiles that couldn’t be edited. Every small update went through support, flooding the team with tickets. I redesigned the experience to reduce support load and give users control. Support tickets dropped by 60% and data became far more accurate.

Boulevard (now Liquidise) had investor profiles that couldn’t be edited. Every small update went through support, flooding the team with tickets. I redesigned the experience to reduce support load and give users control. Support tickets dropped by 60% and data became far more accurate.

WHO?

I was the only designer on this project. I led the design strategy, ran workshops, mapped the IA, and redesigned the full experience. I worked closely with the PM, developer, and Head of Product to align on what users needed, what the business wanted, and how we could scale it.

WHAT?

Investor profile system for a fintech share registry platform previously Boulevard now rebranded as Liquidise. The platform helps private companies manage shareholder data, issue equity, and stay compliant with ASIC regulations.

WHY?

The original investor profile was just a static block of information. Investors and Company admins couldn’t update anything. Not even a phone number or email. There were no labels, no edit options, and no clarity around what could or should be changed.

Every small update had to go through support. That meant delays, frustration, and a growing pile of tickets. We set out to fix a core problem.

"How might we reduce support dependency and give users control by designing a clearer, editable profile experience?"

IMPACT

Reduced support tickets by 60% through self-serve profile design

Improved data accuracy by letting users manage their own details

Designed a scalable system that supports 6 investor types

Reused design system components to speed up dev and ensure consistency

Helped maintain ASIC compliance by reducing manual errors and outdated data

Starting point: prior feedback

Initial feedback from users and the support team showed that investor profiles were frustrating to use:

  • Neither investors nor admins could update basic information

  • Every small change had to go through the support team

  • The UI had no labels, structure, or clarity

Making Sense of the Profile Logic

Before I started designing, I needed to understand what made these profiles so messy. The profiles weren’t just individual or company. There were joint owners, beneficiary rules, and hidden edge cases in a flat, unclear UI.

I audited the existing UI using Nielsen’s usability heuristics to find what was missing like clear hierarchy, field logic and structure.

I ran a workshop with the Head of Product and PM to define six profile types and list everything each needed based on the old design, what was missing, and how ownership structure affected the fields. I visualised it all in this diagram.

To go deeper, I worked with the PM and Head of Product to map out the full set of profile fields by type. We listed what needed to be included in the first release, marked what users could edit, and aligned it with ASIC requirements. This helped us shape the structure and rules for each profile type.

Designing the New Experience

With the profile logic mapped and the data grouped by type, I redesigned the entire investor profile experience from the ground up.

I structured the layout into clear sections like Owner, Contact, and Beneficiary. Each section had proper labels, spacing, and visibility rules based on the user’s role and the profile type. This layout made it easier for users to scan, understand, and update their details without being overwhelmed.

Investors and admins now saw only the fields relevant to them. For the first time, they could update key details without going through support.

I kept the UI clean and modular, reusing components from the design system to speed up dev and keep everything consistent.

Grouped content into clear, editable sections

Applied field logic based on profile type and role

Used inline editing to keep things fast and familiar

Reused design system components to reduce dev time

Shipping and Implementation

Once the designs were final, I walked the product, engineering, and support teams through the full experience. The goal was to make sure everyone understood how it worked and what was changing.

With six investor types and dozens of variations, I grouped the Figma screens by ownership type and flow, so it was easy for devs to find what they needed. We reviewed the designs together, clarified logic, and updated anything that felt ambiguous.

I worked with the PM to write clear Jira tickets for each investor type and user state. We covered everything from profile setup and field editing to handling edge cases so devs had what they needed to build it right.

Testing and Validation

After finalising the designs, I reviewed them with the PM, Head of Product, and developer to make sure all edge cases, logic, and field rules were covered.

We ran internal QA testing to see how the new profile experience held up across different investor types and roles. This helped us catch small bugs in validation, address formatting, and access logic.

Before release, I worked closely with engineering to:

Review edge cases and logic across all profile types

Test form validation and editable fields

Confirm the designs were implemented as intended

Outcome

Support tickets dropped by 60%

Data became more accurate across the platform

The new structure now supports six investor types with edit logic built in

Developers could move faster by reusing existing components

Helped maintain ASIC compliance by reducing manual errors and outdated data

“We used to get requests for every little update. Now most users just do it themselves.”

— Support Team, Liquidise

Looking Back

It looked simple on the surface, but the deeper issue was the lack of structure and logic behind the UI.

Spending time upfront mapping logic and ownership rules helped us design something that worked for everyone — from investors and admins to support and engineering.

If I had more time, I would have tested the final flow with real investors to see how they interacted with the edit experience and what could be improved further.

Get in touch to say Hello!

Always open to new projects. Want to work together?

I'd love to hear from you!

Always open to new projects.

Want to work together?

I'd love to hear from you!

Contact

Contact

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