Align stakeholders and define product direction after B2B FinTech acquisition
Problem
After Symphony acquired Cloud9, we want to integrate the 2 applications. But we did not have a clear product direction at that time.
Solution
Came up with two features for the integration:
- Instant Voice - seamless switching between chat and voice workflows
- Desk Mode - virtual trading floor supported by noise suppression technology + camera
Outcome
- Reduce X time taken to initiate a voice trade from a chat-based lead
- Reduced X time from switching between 2 apps to 1 merged app
- Percentage of users who stop keeping both apps open
My Role
Design Lead for the Voice & Video portfolio, responsible for strategy, hands-on design, and stakeholder alignment. Partnered with UXR on research and collaborated with PMs and leadership to shape the roadmap.
Timeline
6 months
Tools
Figma, Dovetail, Workshop
What is Symphony?
Symphony is a communication platform similar to Slack, but designed specifically for investment banks. It mainly focuses on secure text messages and video call meetings.
What is Cloud9?
Cloud9 is a software used by traders to make quick phone calls. Each tile is like a quick dial button to call someone. It utilizes traffic light color concept from traditional analog trading phone turret.
- Green = You can use this line
- Red = You cannot use this line
- Blinking Yellow = Incoming call
Visual placeholder
Replace with exported Figma visual for Symphony + Cloud9 relationship.
Integrate the 2 apps
After Symphony acquired Cloud9, we want to integrate the two applications. But we did not have a clear product direction at that time. With the new integration, we faced several challenges:
#1 Unclear user needs
We were not sure what users really wanted. Why would there be a need for separate voice communication on Cloud9 when voice calls are already available on Symphony?
#2 Fragmented alignment
Multiple PMs had different opinions since they specialize in different domain knowledge. It was difficult to create one aligned product vision without user insights.
#3 Time-sensitive deliverable
Symphony hosts a global conference called Innovate. We had a tight deadline to deliver something to showcase the new acquisition. Without a clear vision, prioritization was impossible.
To tackle these challenges, this is what happened during our design process. The process is not always linear, but it follows the same flow:
Discovery & Research
User interview with both Symphony and Cloud9 users to understand workflows and communication habits.
Brainstorm & Align
Design workshop to capture all perspectives from users, biz, and tech. Present findings, brainstorm ideas, align roadmap.
Prototype & Benchmark
Prototype final ideas from workshop. Competitor analysis to conceptualize details and benchmark.
Internal & External Iterations
Design critique with PMs, designers, and engineers until all aligned. User test to validate ideas again.
Who are the users?
Financial institutions typically have 3 types of users: Front Office, which generates revenue; Middle Office, which manages risk and compliance; and Back Office, which keeps operations running.
All 3 user groups rely on Symphony for text messages and video calls. But only Front Office users use Cloud9 for very fast trader-to-trader voice communication. Therefore, our integration is focused on Front Office users.
Front Office Users
Generate revenue, e.g. Traders, Brokers, Sales.
Middle Office Users
Prevent disasters, e.g. Risk Manager, Compliance Officer.
Back Office Users
Keep engine running, e.g. Settlement Officer, Legal, IT, HR.
Summary of our insights
- Speed is the key.
- Background discussion is a big deal on trading floor.
- Visual presence is needed on virtual trading floor.
- Hardware plays an important role in speed and habits.
- Text and voice communication should be seamless in the same context.
Insight #1 - Speed is the key
- Unexpected financial result requires action in around 10 seconds.
- Government-induced shock requires immediate stress-testing and risk coordination.
- Large discounted offer requires rapid team decision in minutes.
Insight #2/#3 - Background + visual presence
- Catch rumors and read desk energy through ambient communication.
- Visual cues help availability checks, urgency detection, and safety context.
- COVID workarounds included always-on Zoom and Cloud9 noise suppression channels.
Insight #4/#5 - Hardware + seamless multimodal communication
- Traders use multi-audio setups and favor low-friction hardware-like interactions.
- Text + voice dual-confirmation is critical for compliance and error prevention.
- Pain point: voice-to-text transcript access is difficult across user groups.
Cross-functional workshop to translate insights into roadmap
We facilitated a hybrid workshop across Stockholm and New York involving 12 stakeholders from Design, Product, and Engineering.
Goals
- Align stakeholders
- Define opportunity areas
- Prioritize what to build next
Diverge
Each location focused on a cluster of insights and generated 74 HMW ideas in total.
Converge
Each location voted locally, then presented top concepts globally to narrow into shared priorities.
Top HMWs
- HMW enable traders to switch between text and voice communication faster?
- HMW recreate the trading floor experience online with Symphony and Cloud9 technologies?
- HMW improve CloudHub to make trader workflow faster?
- HMW use voice-to-text technology to make communication faster?