Project Overview
Hundsun Ayers Technologies Limited, a subsidiary of Hundsun Electronics, delivers innovative technology solutions for over 250 financial institutions in the Asia-Pacific, specializing in trading systems and financial management platforms.
The ESOP is a platform for financial institutions and corporate clients that streamlines employee stock ownership plan management and ensures compliance across Mainland China, Hong Kong, and international markets.
TIMELINE
2 Months
MY ROLE
Research, Analyze,UX Design,
UI Design
TOOLS
Figma, Sketch, Adobe Illustration
KEY SKILLS
Market Research, Framework, Sitemap, User Flows, Prototyping
During my time at Hundsun Ayers, I embarked on a pivotal journey as a mid-level UI/UX designer, tasked with the design of an ESOP (Employee Stock Ownership Plan) backend system. This project was an intricate tapestry woven from diverse threads: the demands of three distinct markets—Mainland China, Hong Kong, and the United States—each with its own legal frameworks and cultural nuances.
My Work Process
Market Research & Analysis
From the moment I joined the project, I was acutely aware of the complexities we faced. My primary objective was to create a user-centric system that streamlined equity management while ensuring compliance across regions. To tackle this, I initiated a robust market research phase, diving deep into the world of employee equity incentives.
A Deep Dive into Employee Equity Incentives
I began my research with a clear purpose: to establish a foundational understanding of employee equity incentives. I combed through industry literature, absorbing insights about the benefits and challenges of equity plans. This knowledge would inform every aspect of our design, ensuring it resonated with users.
Analyzing ESOP Markets
Next, I shifted my focus to analyzing the ESOP markets. I spent hours poring over legal documents and market reports, identifying key differences between Mainland China, Hong Kong, and the U.S. My goal was to uncover the unique user expectations in each region. I created detailed notes and comparative charts, which became invaluable references for our design discussions.
Competitive Product Analysis
In the competitive analysis phase, I researched nine major service providers, including Computer Share, Global Shares, The Core Group, BOCI, YF Financial, Futu, HuanYing International, Phillip Securities Group, and Victory Financial Group. I meticulously examined their platforms, evaluating strengths, weaknesses, and user experiences. I compiled a comprehensive report highlighting best practices and opportunities for innovation. This deep dive not only informed our design but also sparked conversations within our team about how we could differentiate our solution in a crowded market.
User Analysis Through Data
Rather than relying on interviews or surveys, I took a more analytical approach to user analysis. I collaborated with our data team to access historical user data. I analyzed user interactions, identifying pain points and frequently accessed features. By understanding real user behavior, I was able to prioritize design elements that would enhance usability, ensuring we created a system that truly addressed user needs.
Crafting the System Framework
With a solid grasp of the market and user needs, I turned my attention to the system framework and information architecture. My aim was to create a structured and intuitive environment that simplified complex processes.
Mapping Business Processes
I led workshops with stakeholders to map out the core business processes of the equity incentive system. This collaborative effort allowed me to document each step involved in managing equity plans, from initial creation to ongoing management. I created flowcharts that illustrated these processes, making it easy for the team to visualize how users would interact with the system.
Detailing Execution Steps
I then focused on the execution steps necessary for users to navigate the equity incentive lifecycle. I documented each step meticulously, highlighting necessary approvals, documentation, and compliance checks. This comprehensive mapping was essential for ensuring our design met user needs while adhering to industry regulations.
Creating Solution Planning Diagrams
To visualize the system architecture, I designed the Equity Incentive System Solution Planning Diagram. This diagram illustrated key modules such as plan management and reporting tools, showing how users would interact with different components. This clear roadmap helped the team stay aligned throughout the design process.
Designing Management System Planning Diagrams
Finally, I crafted the Management System Planning Diagram, emphasizing administrative capabilities. I ensured that this diagram reflected how administrators could manage user roles, monitor compliance, and generate reports. This focus on administrative ease was crucial for empowering users and enhancing the overall system efficiency.
Crafting User Experiences
With the framework in place, I shifted my focus to creating the sitemap and user flows, essential elements for guiding users through the system.
Creating the Sitemap
I developed a detailed sitemap that organized the structure of the system. This sitemap served as a blueprint for user flows, ensuring a logical hierarchy of information. It was designed with user pathways in mind, allowing for intuitive navigation that minimized confusion.
Designing User Flows
In designing the User Flow module for the ESOP backend system, my goal was to create intuitive pathways tailored to each user role. I envisioned HR managers easily updating company data in the Enterprise Information Management User Flow, while the Employee Information Management User Flow empowered representatives to quickly access employee records for confident equity handling. I clarified complex data in the Shareholding Information Management User Flow to enhance decision-making, and included reminders in the Trustee Information Management User Flow to simplify compliance. The Plan Management User Flow guided managers through creating equity plans with helpful tips. This focused approach resulted in a streamlined, user-friendly experience that boosted confidence and efficiency across the system.
Prototyping the Experience
I created high-fidelity prototypes in Figma to bring user flows to life. My designs for the Enterprise Information Management Pages featured a clean layout for easy navigation, while the Employee Information Management Pages highlighted key equity details for quick access. The Shareholding Information Management Pages used data visualization to clarify ownership structures, and the Trustee Information Management Pages incorporated reminders for compliance. The Plan Management Pages included helpful tips to guide users in creating equity plans. By sharing Figma links, I showcased my commitment to user-centered design, resulting in an engaging and intuitive user experience.
Summary & reflection
Collaboration and Cultural Sensitivity
Throughout the project, I collaborated closely with a diverse team of designers from Hong Kong and Mainland China. I recognized that understanding cultural nuances was vital for creating a design that resonated across regions. I facilitated discussions that allowed us to share insights and adapt our designs to meet different UI/UX preferences.
Overcoming Challenges
The complexities of this project were significant, but I was committed to overcoming them. I dedicated time to learning about the intricate legal requirements and market conditions in each region. This effort ensured our design was compliant while effectively addressing user expectations.
Conclusion & Impact
By the end of the project, we had successfully developed a comprehensive ESOP backend system that addressed the unique needs of users across diverse markets. My contributions—ranging from thorough market research to high-fidelity design—were instrumental in shaping a user experience that was both intuitive and efficient.