top of page
WF_Prime_Portal – 1.png

WF Prime Portal

WF Prime Portal is a prime financing service for alternative asset managers.  WFPP understands the unique needs of alternative asset managers and delivers a full suite of prime brokerage services.

Client: Major Finance Institution
Timeline: 12 weeks
Date: 2020
Platform: Web 
UXUI Lead: James Hwang
UX Contribution
UX Research Contribution
UI Design
UI Strategy
Interactive Design
Collaboration Team With
Product Team
UX Partners
Research Partners
Business Partners
Artboard 1-100.jpg
  • The Prime Portal Service is an 18-year-old portal and needs an update

  • WF Prime Portal is not brand aligned

  • WF Prime Portal needs to integrate core applications together

  • ADA Compliance issues

  • Alignment with current WF Wholesale & Capital Markets digital experience

  • Consolidate with 2019 delay launch of redesign WFSS MVP

  • Reduce service calls, reduce Mid-office activities by WF Prime Portal being a self-starter


Solution Highlight

  • Design Thinking services process to reimagine and redesign WF Prime Services with digital business objectives.

  • Embedded domain knowledge to enrich user personas and user journeys with a deep understanding of their business needs.

  • Best-in-class UX design deliverables ready for implementation and release

  • Value-added services to accelerate subsequent MVP releases.

WFPP Before The Update

Features are not organized because new features add up on top of 18 years-old application without any feature management process


WFPP After The Update

Base on user journey flow and user persona of Portfolio Manager


User Journey with Emotions Mapping

Everyday Needs for Portfolio Manager

In an extremely volatile market scenario, the user must keep track of the portfolios and take appropriate actions.

Screen Shot 2020-05-12 at 7.19.56 PM.png

Creative Process

Continue to work through some UX issues within the UX team or having a workshop to find a solution.


Options for global navigation and main portfolio filter idea


WFPP Wireframes close to size and space of final design.


Landing Page with MegaMenu Opened

Web 1920 – 8.png

Reports Page

Canned Reports - Selection.png

Holiday and Deadlines Page

Wire Transfer - Holiday and
The Final Design

Based on successful WFPP frameworks' integrity, the new design is ready for users' challenges by giving more self-starter control over the user and trailer to today's user's multifunctional needs.




Usability Tests



Design Iteration 1 of 7


Landing Page - Dashboard


Mega Menu - Other Services

WF_Prime_Portal_Dark – Mega Menu Option

Report Page - Security Details

Reports – IQReport Page – View Details –

Securities Lending Page - Historical Locates


Setting Page - Theme

Main Takeaways

The client's request for the project was to update the 18 years-old WF Prime Portal application started with the internal team, but the project turns out to have deeper issues to fix than the request. During the research, interview, and shadow walk through the application with users, we found the application was too heavy with duplicated features and hard to find key functions that request service help to the Sales team and Mid-Office affecting team management.  I've found to launch the MVP application successfully. The solution was the provider's flexible global navigation to push content to a user daily, weekly, monthly, and yearly with the user's persona to organize the targeted user's key features on updating the MVP WFPP application. However, due to COVID 19, the project has been shortened by delivering the MVP, but without a user activity testing after the launch.

bottom of page