Kaddabra was an exciting project that works as a curated pipeline platform for qualified financial advisors selling large-scale financial products (group insurance, key person insurance, and the like). The team in charge enlisted me to take on the UI and UX work as the platform grew in complexity, and to oversee development for implementation.
The key concepts at play here are: a list and detail view for leads that had ‘Click to Reveal’ information, a gamified credit/token system for unlocking this information, and overall an experience that educated users on how to sell better while unlocking the contacts to do so.
FROM FILES TO FLOWS
Kaddabra first came to me as a one-page web app that wasn’t capable of handling where its founders were choosing to ambitiously go, albeit with a strong logo and palette. To take things further, it was necessary to clean up the Dashboard views and create more graphical representations to prioritise contacts based on their best capability to be sold.
UI IMPLEMENTATION
We focused on correctly generating both flows and API endpoints to accompany them, and then applied the UI design in its simplest form first. After we got these elements working through a few sprints, it was time to make additions that both educated and motivated users to use the system better:
- Simplify the core views so information is easier to read and more enticing
- Creation of a Flag and Tag system that allowed users to quickly see which leads were more useful than others
- Introduced a Click to Reveal area that showed financial information in a way that informed users of the contact’s sellability
- Redesigned all modals and main views to synthesise around a brighter, modern and clean look that was slightly more elevated and yet approachable
While our phase of the design and development phase is long complete, I look forward to seeing where the Kaddabra team takes this over time and always welcome financial industry projects (due to my degree in the same).