Redesign of the AGF platform to optimize portfolio management, enhance educational content, and introduce transactional features, promoting user autonomy and engagement.
2023
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AGF+ is a Brazilian financial platform specializing in long-term investments, with a focus on dividend-paying stock strategies. Its goal is to provide financial freedom to investors by helping them build a solid portfolio with shares of companies that generate consistent dividends. The methodology is based on the approach of Luiz Barsi Filho, one of the greatest investors in the Brazilian Stock Exchange.The platform allows users to manage their stocks, track their assets and earnings. Additionally, it offers a community space for investor interaction and provides educational courses to deepen knowledge about the stock market and investment strategies.
The AGF+ platform featured manual investment management, without allowing the direct purchase and sale of assets, which made efficient portfolio administration difficult. Information was decentralized and poorly organized, hindering decision-making, especially for users with less knowledge of the stock market. Additionally, the platform did not clearly integrate the company’s investment strategy, making the experience less intuitive for users familiar with the long-term, dividend-based approach.
The AGF project addressed significant challenges, including decentralization of information, manual investment management, and a lack of alignment with the company’s dividend-focused strategy. These issues hindered portfolio administration, user understanding of the investment approach, and decision-making, especially for less experienced investors. Additionally, the platform lacked personalization and clear guidance for users at different levels of expertise.The redesign delivered impactful results, such as a 42% reduction in user-reported confusion due to a new organizational structure, increased engagement with educational content by 35%, and the adoption of transactional features by 47% of the platform’s active users. These improvements enhanced user autonomy and positioned AGF as a comprehensive and scalable financial platform, aligning with its mission to democratize knowledge and facilitate long-term investment strategies.
The internal analysis focused on diagnosing the existing functionalities and evaluating the initial processes and user journeys. It was identified that the platform required significant improvements to align its features with user objectives and the company’s proposed investment strategy. This stage provided the foundation for identifying critical pain points and formulating more targeted solutions.
The benchmark included the analysis of 15 reference platforms, divided into categories related to different aspects of user interaction. The evaluated platforms were classified into three main areas: investment, education, and community.The functionalities investigated were grouped into six key categories: registration and onboarding, analysis and reports, portfolio management, education and tutorials, community, and additional features.
The interviews were organized based on groups of users categorized by their involvement with the Jeito Barsi de Investir (JBI) course, a program created to teach the company’s main strategy, empowering investors to build solid portfolios based on consistent dividends.
The interviewee groups included:
• Clients who completed the JBI: Users who had applied the course concepts in their investments, providing insights on how the platform could enhance this strategy.
• Clients who did not complete the JBI: Users who used the platform without the technical guidance of the course, revealing challenges in following the strategy without prior knowledge.
• Ex-clients: They participated to provide insights into the difficulties or barriers that led them to abandon the platform.
The topics covered included the level of knowledge about investments, behaviors related to the frequency and volume of financial contributions, challenges faced in the daily routines of investors, and content consumption habits regarding the financial market.
Research ResultsAfter the interviews, a better understanding of the challenges the client was facing was obtained.
The project was structured around two main pillars: interaction with content and scalability.
Visualize the investor’s journeyThe user journey was redesigned to accommodate different profiles and origins, from onboarding to investment tracking. It features a versatile onboarding process, with sections organized by the stages of the investor’s journey. A clear presentation of AGF’s value proposition and its investment strategy was key at every step.
Users access relevant information intuitively at the first levels, with the option to dive deeper according to their experience and interest. A drill-down logic was applied to present more detailed data based on the needs of each investor, from beginners to more experienced ones seeking deeper analyses.
Focusing on the platform’s future expansion and evolution, the design was organized into macro areas and themes. This structure provides flexibility for the addition of new products and features. Furthermore, the clear separation of the investment portfolio into moments of dividend tracking and contributions offers users a comprehensive and detailed view of their financial operations.
The wireframes were created to provide a clear and intuitive view of the new platform structure, highlighting key functionalities and simplifying the user experience.
An optimized onboarding process was implemented for different user profiles, providing a clear presentation of AGF’s value proposition and strategy. This includes end-to-end support, from initial registration to the first investment, ensuring that users understand and make the most of the platform from the start.
The investment area was reorganized to offer detailed tracking of dividends and contributions, in addition to allowing investments directly on the platform. Tools were also included to facilitate portfolio diversification, catering to both beginner and more experienced investors.
A learning hub was developed to organize content by expertise levels, allowing the purchase of paid courses and providing subtitled or transcribed lessons for greater accessibility. The content was fragmented into quick and dynamic formats, adapting to the users’ consumption habits.
The products and values are visible throughout all stages of the journey, with the flexibility to add and remove products, as well as update the values. This was a necessary feature to accommodate the versatility of the offer negotiation.
The redesign of the AGF experience led to a more intuitive and functional platform, addressing critical pain points identified by users. The new information organization significantly reduced the confusion reported by clients, while the personalization of educational content boosted engagement, especially among beginner investors. Additionally, the introduction of the transactional system transformed the platform into a comprehensive environment for financial transactions, promoting investor autonomy. These improvements reflect a clear alignment between the project’s goals and user needs, establishing AGF as a standout solution in the market.
