Prouct Design Intern
Fintech, Saas
June 2025 - August 2025 (3 Months)
Altruist’s platform had outgrown its original navigation, making it harder for advisors to find what they need and act efficiently.
Lead with insight,
Design with intent
5 forms of method of user behavior research
Total 200+ advisors reached
Translated data insights into new design feature
Results That Scaled
3.9 → 4.7 navigation satisfaction score
↓ 25% reduction in average clicks per workflow compared to previous navigation
First ever design led initiative
CHALLENGE
Rethinking Navigation for a Platform in Hypergrowth.
As Altruist rapidly expanded its platform to support more advisors, complex workflows, and new features, the original navigation system began to show its limits.
With new tools layered across modules, there were clear opportunities to streamline the experience—helping users find what they need faster, and act with greater confidence.
Core tasks buried.
Key advisor actions are hidden behind tabs, dropdowns, and layered pages, making daily tasks harder than needed to be.
Too many clicks.
Information and actions are spread across the platform, adding complexity. Advisors have to jump across multiple modules to complete a single action.
One Structure,
Many Roles.
The static structure worked when the platform was smaller—but growth brought new roles, tasks, and expectations it wasn’t designed to handle.
“The site feels like it was built in a silo… You have to know which elevator to get on and off to do a task.
But it’s not even an elevator—it’s more like an escalator that stops at every floor.”
Advisor Feedback, PSAT 2025
This quote encapsulated the sentiment shared by many advisors.
It pointed not just to slow workflows, but to a deeper disconnect between the platform’s structure and how users expected to move through it.
Hence, I asked…
💡
How might we turn a maze of tools into a launchpad for advisor action?
USER RESEARCH
Advisors were facing friction.
But to really get to the root of the problem, I led a comprehensive research initiative to uncover how they actually think, work, and move through the platform—and to identify opportunities to streamline the experience.
*Due to NDA constraints, I’m unable to share full research publicly. Please reach out at maggiezh.design@gmail.com if you’re interested in hearing more!
Platform Audit
Mapped the current information architecture and navigation structure.
Analyzed advisor behavior using FullStory (heatmaps, session paths) and Amplitude (click rates, page engagement)
Conducted competitive research to study how our direct and indirect platforms organize complex workflows
Mapped different user roles and Jobs-to-Be-Done to understand how needs vary across teams
Advisor Feedback
Ran a navigation survey with 48 responses that captured terminology confusion, daily navigation habits, and friction points
Conducted 12 user interviews using moderated card sorting to uncover how advisors group and prioritize tasks
Reviewed insights from previous Maze tests, PSAT reports, Canny feedback, and Appcues sentiment data
Used Appcues to collect a baseline navigation satisfaction rating from 200+ advisors before any changes were made
Total 200+ advisors reached.
In total, I was able to engage with and learn from 200+ advisors—giving this project both breadth and depth, and ensuring that every insight was grounded in real advisor behavior.
FINDINGS
Advisors organize their mental models around the client, not the platform.
Here are the 5 most critical insights that shaped the redesign—each one grounded in what we learned directly from advisors.
1.
Clients/Households page ranked #1 in most-used area…
Yet key actions are scattered across tabs and modules.
2.
The dashboard could be a powerful launchpad…
But today it’s a passive view, not an actionable workspace
3.
94% of advisors rely on search…
But today it’s reactive, not proactive—missing the chance to become an action engine.
4.
Advisors start their session by checking notifications…
But they can’t act from them—quick actions are missing when they matter most.
Together, these findings not only shaped the navigation redesign—but also uncovered patterns that validated other product pain points and sparked broader conversations across design and product.
Since navigation is deeply tied to how advisors access and complete nearly every workflow, the research had far-reaching impact and received standout recognition from cross-functional teams and executive leadership.
PROCESS
Balancing user needs with business goals.
The initial research revealed several key usability gaps across navigation, task flow, and information access.
Given the project scope and team capacity, I prioritized a set of high impact design opportunities aimed at improving efficiency, clarity, and speed—while also supporting business goals like increasing engagement, reducing support volume, and building a scalable foundation for future growth.
BRAINSTORM
Piecing together workflows, behavior data, and feedback like a jigsaw puzzle
WORKSHOP
I led a cross-functional ideation session to shape solution directions
PROTOTYPE
Built testable concepts to validate direction with real users and real workflows
SOLUTION
Smarter Navigation,
Built Around Real Advisor Behavior.
Enhanced Search Bar
Jump straight to clients, tasks, or actions—no extra clicks.
Actionable Widgets
Take action right from the dashboard. No digging. No hunting.
Customizable Dashboard
Drag, pin, and rearrange widgets. Your workflow, your way.
*Due to NDA constraints, I can only publicly share limited sections of the designs. Please reach out at maggiezh.design@gmail.com if you’re interested in hearing more!
FEATURE 1
Enhanced Search Bar
Research showed that 1 in 4 advisors rely on search when navigation falls short, but the current search functionality is purely referential.
The redesigned search bar goes beyond basic discovery. Advisors can now initiate high-frequency actions directly from search results, turning search into a powerful command tool—a faster, smarter alternative to traditional navigation that reduces clicks and helps advisors act with intent.
FEATURE 2
Actionable Widgets
Instead of burying tasks deep in tabs, let’s bring them to the surface.
Advisors can now tailor their workspace using modular widgets. Each widget highlights something an advisor needs to see—or do—like pending rebalances, low cash alerts, or new deposits. With one tap, they can jump into action, saving time and eliminating the need to hunt across modules.
FEATURE 3
Customizable Dashboard
The original dashboard was static, cluttered, and lacked personalization.
We recognize that advisors, admins, and firm owners each start their day differently, so we designed a dashboard that adapts to their needs. Users can now drag and pin widgets that matter most to them,eliminating unnecessary clicks and surfacing key actions up front.
RESULTS
Clarity unlocks confidence and efficiency.
Improving navigation clarity reduced confusion, lowered task friction, and brought key workflows closer to the surface.
The redesign helped advisors move through the platform with more speed, intent, and trust—proving that task-first design drives both user satisfaction and product efficiency.
3.9 → 4.7
31% increase in navigation satisfaction score
Post-concept testing vs. baseline
88%
Preferred the new navigation
Based on concept walkthrough and survey feedback
↓ 25%
Reduction in average clicks per workflow
Compared to previous navigation structure
4+ teams
Using findings to shape future features
Including Reports, SBLOC, and etc…
LEARNINGS
Working with and having my work reviewed by some of the industry’s most talented individuals was the highlight of my time at Altruist. I am grateful for all the amazing people I interacted with and for how they expanded my horizons.
Compelling storytelling as a means to convey design choices.
Crafting a well-designed product is only half the battle, presenting it successfully is equally critical. By telling your story effectively, you can convey your design decisions and keep your audience engaged.
Effective collaboration is essential.
Through numerous brainstorming and sparring sessions, I came to appreciate the significance of building upon one another’s ideas. Working in a team of 14 people is the largest design team I’ve been. I learned that collaboration was indeed the key that unlocked our collective potential.
The art of providing constructive feedback and accepting criticism.
I learned so much by observing other designers consistently welcoming new ideas, regardless of size. Their approach involves active listening followed by informed contributions, all in pursuit of a common goal, crafting outstanding designs!
Thank you!
Working with and having my work reviewed by some of the industry’s most talented individuals was the highlight of my time at Altruist. I am grateful for all the amazing people I interacted with and for how they expanded my horizons.
