Fintech: AI Nudges & Financial Accounts

NexJ Systems is an intelligent CRM platform for financial services that helps advisors manage client relationships through a unified view of financial accounts—including investments, banking, and insurance products—all in one place. Using AI-driven Nudges, the system delivers smart, context-aware recommendations such as next-best actions, engagement reminders, or portfolio insights, empowering advisors to deepen client relationships, identify new opportunities, and enhance overall productivity.

Problem

Original CRM interface lacked focus, context, and clear prioritization — resulting in information overload and missed engagement opportunities. Financial advisors missed key client events due to fragmented workflows and lack of clarity. Engagement was low and daily tasks were hard to prioritize. Difficult for advisors to interpret Financial Accounts or act on insights effectively.
The goal was to create a dedicated Nudge Workspace that simplified insight discovery, improved task efficiency, and enabled advisors to take meaningful action from data.

My Role

Team: 20 people;
Timeline: 4 months;
Tools: Figma - design, Miro - workshops;
Type: Cloud CRM, React native;

As Sr. Product Designer, I led UX design and collaborated closely with data scientists, product managers, engineers, and UX writers to define pain points, create prototypes, and conduct multiple rounds of usability testing to turn complex AI-driven data into an intuitive and actionable interface.

Key Contributions

• Product Vision: Facilitated workshops for defining the Nudge Workspace concept, turning scattered data into an insight-driven dashboard.
• Information Architecture: Structured complex financial data into clear Insight → Action → Result flows.
• Interaction Design: Created intuitive micro-interactions for nudges, updates, and follow-ups.
• Visual System: Extended NexJ’s design system with components for data visualization and prioritization.
• Prototype & Testing: Built interactive prototypes and conducted 3 rounds of user testing with 8 advisors each, refining the design for clarity, efficiency, and usability.
• Collaboration: Partnered with AI and data teams to contextualize predictive insights in the UI.

Design Improvements

Before

Old Financial Accounts

The original dark dashboard overwhelmed advisors with cluttered visuals and fragmented data. Mixed currencies (USD, CAD, EUR) lacked clear totals, and key metrics like AUM and performance were hard to find. Advisors spent up to 15 seconds locating essential information.

“I have to hunt for AUM and performance every time.”
– Advisor feedback

After

Financial Accounts Improvements

The new light design delivers clarity in just 3 seconds. All accounts are unified in USD with a clear $4.12M AUM summary and bold performance indicators (+11.3% / –1.1%). Clean charts, simplified layouts, and responsive design ensure effortless use across devices. The interface meets WCAG AAA standards.
Impact

• 80% faster task completion
• 95% advisor preference in usability testing
• Mobile-ready, accessible, advisor-first

“I see everything I need in one glance.”
– Post-launch advisor quote

Improvement

Nudges workspace

An AI-driven workspace that gives advisors instant clarity on their next best actions. With a clean card layout, smart filters, and visual progress cues, it reduces task overload and ensures no client touchpoint is missed. Designed for 3-second decision-making, it helps advisors save time and focus on high-value relationships.

Improvement

History info and more

By clicking the history icon, users can view team activity, take follow-up actions, or explore previous updates related to the nudge—helping the whole team stay aligned. This interaction pattern follows familiar CRM conventions.

Outcome & Impact

The new Nudge Workspace redefined how advisors engage with client data — shifting the product from a static CRM to a proactive relationship intelligence tool.
Instant clarity: AI-powered nudges and New Financial Accounts surface next-best actions for in one glance.
Higher task completion: Micro-motivational cues like progress bars boost follow-through.
Team alignment: Shared history and actions keep advisors on the same page.
Proactive client care: Advisors spend more time on high-value tasks and stay compliant.