Portalis was designed to support portfolio construction for advisors and clients - but usage stayed low. Sales teams weren’t promoting it, and clients preferred more accessible third-party tools. Without a clear value proposition or user journey, the platform needed more than a redesign - it needed a strategic repositioning.
Uncover value, reduce friction, and unlock engagement.
Our goal wasn’t just to make the tool prettier. We had to define a realistic MVP that
could be launched incrementally, while aligning on a longer-term roadmap that unified
three distinct personas: Sales, PCS Advisors, and Clients.
Main friction points from user interviews
Early Login Wall
Friction from an early login wall blocking exploration
Clunky PCS UX
Power Tool, Poor Experience: Reporting offers low value
Product Comparison
Absence of critical features like a Product Comparison
Poor internal advocacy
Low advocacy from sales due to limited client impact
Product Comparison Tool
Create portfolios with any assets in the market, compare them and download reports to support your meetings.
Defining The MVP
🔸 Unlocked key tools pre-login: Made PCS and Fund Comparison accessible without sign-in to reduce friction and spark early engagement.
🔸 Rebuilt PCS with a 2-step journey: Simplified the experience into adding products and setting weights, making portfolio creation faster and clearer.
🔸 Introduced a condensed report snippet: Delivered instant portfolio insights upfront to build trust and show value before any commitment.
🔸 Guided action with purpose-driven CTAs: “Download Report” and “Book a Meeting” nudged users naturally toward deeper platform engagement.
Building long term Value
🔸 Long term engagement: Designed a co-pilot experience to support ongoing collaboration between Sales and Clients.
🔸 Enabled deeper post-login functionality: version history, editable portfolios, PDF downloads.
🔸 Introduced dynamic content widgets: Sales teams could curate insights using a content builder and deliver them directly within the client’s portal.
🔸 Continuous communication: Added tools like portfolio activity logs, feed updates, and chat-based touchpoints to support proactive engagement.
Portfolio Construction Service
Create portfolios with any assets in the market, compare them and download reports to support your meetings.
Product Comparison Stream
A simple, standalone tool that lets users compare funds instantly - no login, no learning curve. Built on familiar PCS patterns, it invites early exploration and reveals the portal’s value upfront.
Reimagining the PCS Tool
A streamlined 2-step flow with smarter insights. Users get immediate clarity on portfolios - risk, allocation, diversification - turning curiosity into trust and driving deeper engagement.
Sales was our user, too. One of the biggest shifts was reframing Sales not just as stakeholders, but as active users of the experience. My role extended into Sales Enablement Design, collaborating closely with teams to identify key blockers, pitch moments, and reporting needs.
Activity feed widgets to track client actions
A “Top 5 Clients” module to support outreach strategy
Real-time signals to help Sales act on engagement
Portalis evolved from a low-traction tool into a scalable engagement platform - removing friction, adding new value streams, and empowering Sales and Clients to collaborate more effectively.
This wasn’t just a visual upgrade. It was a strategic shift, grounded in early feasibility work with Engineering, tight alignment with Product, and direct input from Sales to ensure long-term relevance.
This case reflects how I lead: user-centered, outcome-driven, and deeply collaborative - using design to shape not only the product, but how it performs in the real world.
