AI Financial Analyst that cuts through the uncertainty of Private Markets

Decisional is an AI platform that automates financial due diligence, data extraction, and memo creation for mid-sized financial firms. After 8 months of user feedback, the team aimed to rebuild the product around power user workflows, transparent AI, and a more fluid, modern interface. I led the end-to-end product design effort—from framing the problem to delivering production-ready design systems.

Problem space

When I began this project, Decisional faced several challenges with the existing platform:

Complex Information Architecture: Platform handles multiple data formats (PDFs, Excel, Word, PowerPoint) while needing to keep everything organized and accessible.
Power User Experience: Unlike consumer AI products, Decisional needed sophisticated capabilities for finance professionals without overwhelming them.
Source Transparency: Users required clear links between AI-generated insights and original source materials - critical for trust in financial analysis.
Balancing Real Estate: Decisional required multiple interfaces (source viewers, AI memos, spreadsheets, chat) to coexist without feeling cramped

Outcome

A full redesign deployed across sign-up, dashboard, and core Knowledge Engine. Unified design system and flexible layout for source panel and Decisional AI assistant.

+35% trial-to-signup conversion (tracked via onboarding funnel updates).
Time-to-first-insight cut by 60% through faster ingestion and search supported with a product tour experience for first time users

Research summary

I began by synthesizing eight months of accumulated customer feedback and conducting stakeholder interviews to understand pain points and opportunities.  

This allowed me to reimagined Decisional as a generative knowledge workspace, integrating AI Memo and Magic Tables as primary content types - Notion meets Bloomberg Terminal.

Guided by insights from the research, I developed concepts designed to create an accessible entry point for easy discoverability and adoption. These concepts were tested to identify the one that would drive the highest conversion rates.

Before redesign: Decisional MVP

Early design iterations

I tested different concepts and gathered feedback from users based on clarity of task, usability of solutions and friction points

Final Solution