The process:

I ran 14 workshops with the various business units of the JSE. I was tasked with truly understanding the business of the JSE so that I could design for not just the retail customers but the brokers, financial advisors, and sponsors as well.

I identified at least 6 distinct user groups but realised the initial strategy of focusing on the retail clients was not the most valuable archetype to design around.

I split the focus between retail clients and financial advisors/brokers/regulatory/technical clients/companies.

The end results were not as spectacular as I’d hoped. The website is currently in a bad way, and even initially, it didn’t meet all of my expectations.

There was, however, a great response from retail clients, especially novice investors who were looking for information and ways to learn about trading.

I was very proud of my ability to immerse myself in a completely new industry and learn quickly enough to impress even the executives with my knowledge of their business.