User experience (UX) means much more than creating an attractive user interface. "Getting the UX right can make a single-dealer platform indispensable, create competitive differentiation and maximise ROI," said Duncan Brown, head of the UX design team at Caplin Systems.
"Implementing a single-dealer platform creates a way to win and retain business. It must deliver the products and pricing that users want. But for them to use an SDP and keep coming back they also demand ease-of-use and a workflow that matches and accelerates their own process, delivered through an intuitive, easily navigable interface," Brown continued.
Several of Caplin's clients, leading international investment banks, have already been working on UX design with Caplin Systems UX design team. Paul Caplin, Caplin Systems' managing director, commented, "Our clients are increasingly asking us to provide the resource and expertise to design the front-end user experience. Clients working with our UX team have extracted as much value from going through the process as they have from our creating a unique, fit-for-purpose user interface. We have built up a body of expertise and competence in UX. Positive customer feedback has persuaded us that now is the time to offer this as part of our Professional Services portfolio."
Brown, an experienced information designer who's been with Caplin Systems for more than two years, said, "We have developed an eight-stage, user-centric process that begins by uncovering the fundamental user needs and motivations that the project should be addressing. It concludes with a detailed visualisation of the user interface and interaction design: the 'blueprint' for the SDP."