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Design Process
My design process.
Financial & Risk Division
Project Genesis
Optimsing Customer Product Onboarding
2017
Thomson Reuters is a global information services and media company headquartered in Toronto, Canada. It provides professionals with trusted intelligence, technology, and solutions across legal, tax and accounting, compliance, government, and media industries. Known for its commitment to accuracy, speed, and insight, the company combines deep subject matter expertise with advanced technology to support critical decision-making in highly regulated environments.
Prior to 2018, Thomson Reuters operated a major Financial & Risk division that served the global financial industry—delivering market data, news, analytics, and trading tools to banks, asset managers, and financial professionals. A flagship product of this division was Eikon, a powerful financial data and analytics platform designed to rival the Bloomberg Terminal. Eikon offered real-time and historical market data, advanced charting, financial modeling, and integration with tools like Microsoft Excel. Its interface allowed for customized workflows and access to a broad range of asset classes.
In 2018, a majority stake in the Financial & Risk division was sold to Blackstone, forming a new entity called Refinitiv, which continued to develop Eikon until its eventual evolution into LSEG Workspace under the London Stock Exchange Group.
https://www.thomsonreuters.com/
Lead Senior Product / UX Designer
None
4—6 weeks
Axure RPMicrosoft Excel
Recommended changes that resulted in faster customer onboarding time, with a 55% reduction of manual steps.
Removed the complicated workflow logic and unnecessary manual actions forced upon the user by Salesforce and SAP
This project was showcased at a Thomson Reuters Global UX town hall, where it received significant recognition and praise from the wider design community
Years later, it remains well-regarded within the global UX and Service Design teams across Thomson Reuters, Refinitiv, and now LSEG — often cited as a reference point for newer initiatives
Genesis is an internal end-to-end sales workflow designed to simplify the order and onboarding process for Thomson Reuters' strategic products, including Eikon and Elektron. It relies on a customised implementation of Salesforce and SAP as its primary user interfaces and integrates with a legacy Siebel system.
Following negative to mixed feedback from Sales and Client Specialist teams, the Product Manager for the Genesis programme requested a UX review of the customer onboarding process for Eikon trials. The goal was to identify pain points and propose improvements.
I was assigned to this task.
I deliberately chose not to begin with the existing user feedback. Instead, I conducted an independent analysis of the workflow to form an unbiased view. My intention was to later compare my findings with the existing feedback to identify overlaps and gaps.
Using heuristic evaluation and recorded walk-throughs, I mapped the complete end-to-end journey required to onboard a customer—spanning three separate systems.
I documented every screen view, state change, and user action across Salesforce, SAP, and the internal Eikon Administration Services application, breaking the process down into discrete tasks and sub-tasks to expose pain points and inefficiencies.
The current process:
with user feedback
I reviewed internal feedback from the most recent Global Sales survey and mapped it against my own findings to identify recurring themes and outliers.
Unsurprisingly, all major pain points highlighted by users were already reflected in my analysis.
Design a tailored interface that:
Delivering this simplified UX/UI for setting up Eikon trials would require a unified API that connects Salesforce, SAP, and potentially the Eikon Administration Services system.
Low-fidelity wireframes and mockups were created to demonstrate how a unified Genesis UI could consolidate all user interactions into a single application.
Key improvements include:
View the original report for example wireframes and mockups.
Results:
to set up an Eikon Trial and assign a licence to a user
Salesforce, SAP, & Eikon Administration Services
user actions
Genesis UI & Eikon Administration Services
with proposed Genesis UI
"This is exactly what I was looking for. It's spot on. This really highlights in the simplest process we offer, Trials, how over-complex it really is and some options on how to improve."
— Alan B. Head of Business Process Management, Financial & Risk, Genesis Program Lead.
As an alternative to building a dedicated Genesis UI, my report also proposed enhancements to the existing Salesforce and SAP interfaces, focusing on usability and visual clarity:
Reduce Visual Clutter
Improve Layout and Structure
Fix UI Behaviours
Apply UX Best Practices
Note: Without administrative privileges to Salesforce and SAP, I was unable to determine how feasible any of the above recommendations were.
The report effectively convinced the Programme Manager that the system faced genuine usability challenges, aligning closely with early end-user feedback.
It presented a strong case that requiring users to interact with three separate UIs to complete a single workflow led to a fragmented experience. Additionally, the enforced use of Salesforce introduced numerous unnecessary steps, further compounded by poor navigation—such as excessive links and a lack of clear signposting — making the user journey even more complex.
This project was showcased at a Thomson Reuters Global UX town hall, attended by design teams across all business units — including Legal, Tax & Accounting, Trade & Supply, and Reuters News — and received significant recognition and praise.
Years later, it remains well-regarded within the global UX and Service Design teams across Thomson Reuters, Refinitiv, and now LSEG — often cited as a reference point for newer initiatives, as I discovered upon my return to Refinitiv / London Stock Exchange Group.
Due to tight deadlines for the initial report, my focus was limited to high-level issues—namely, the use of multiple UIs, poor navigation, excessive dialogs, and the number of steps required to onboard a new client. I did not conduct deeper usability analysis (e.g. time-on-task, keystroke count, mouse-click analysis).
Given more time, I would have also proposed integrating the product licence assignment process—currently handled via a separate in-house tool. Since this tool supports API access, I believe the workflow could be further streamlined by reducing manual user actions.
Yooch has been a great member of the team at Thomson Reuters. He is armed with a rock-solid set of core skills, covering interaction and UI design, prototyping and technical work, and the ability to systematically analyse, deconstruct, and improve complex workflows. His extensive domain knowledge in finance and related areas, and his dedication to understanding new fields, has meant that he's been a key player on some of our most complex work. The team and our senior product stakeholders around the business always enjoy working with Yooch thanks not only to his fast, efficient delivery, but also to the fact that he's a team player and has a knack for lifting everyone's mood when he's around. I have no hesitation in recommending him to other UX directors and teams.
Yooch has been a great member of the team at Thomson Reuters. He is armed with a rock-solid set of core skills, covering interaction and UI design, prototyping and technical work, and the ability to systematically analyse, deconstruct, and improve complex workflows.
His extensive domain knowledge in finance and related areas, and his dedication to understanding new fields, has meant that he's been a key player on some of our most complex work.
The team and our senior product stakeholders around the business always enjoy working with Yooch thanks not only to his fast, efficient delivery, but also to the fact that he's a team player and has a knack for lifting everyone's mood when he's around. I have no hesitation in recommending him to other UX directors and teams.
— Andrew M. Director - Financial & Risk Experience Design Team
Andrew managed Yooch directly at Thomson Reuters
I've worked with Yooch on the same team for 2 years and on the same project for 6 months. Yooch's design outputs are always top-notch with very well thought-through solutions. He is always able to quickly understand a design problem and evaluate different solutions to come up with a feasible one. The combination of his interaction design and front-end development skills also makes him a true asset on design projects. On one occasion he was able to code-up a working prototype of a complex input form for a last minute workshop to make sure we are able to gather useful findings from the end-users. Yooch is a perfectionist, always demanding 100% from his work. I particularly like his way of solving problems creatively. On a particular project, he was able to convince stakeholders of the severity of a convoluted business process by quantifying it and subsequently proposing a simpler process which gained interest from various teams within the company wanting to use similar methods. Yooch is a great team player and collaborator. He is always helping out with design critiques and constantly testing his own concepts to make sure they work. His excellent interpersonal skills also makes him a joy to work with and his diplomacy always comes in handy during 'tough negotiations' with multidisciplinary teams. I look forward to working with Yooch again in the future!
I've worked with Yooch on the same team for 2 years and on the same project for 6 months.
Yooch's design outputs are always top-notch with very well thought-through solutions. He is always able to quickly understand a design problem and evaluate different solutions to come up with a feasible one. The combination of his interaction design and front-end development skills also makes him a true asset on design projects. On one occasion he was able to code-up a working prototype of a complex input form for a last minute workshop to make sure we are able to gather useful findings from the end-users.
Yooch is a perfectionist, always demanding 100% from his work. I particularly like his way of solving problems creatively.
On a particular project, he was able to convince stakeholders of the severity of a convoluted business process by quantifying it and subsequently proposing a simpler process which gained interest from various teams within the company wanting to use similar methods.
Yooch is a great team player and collaborator. He is always helping out with design critiques and constantly testing his own concepts to make sure they work. His excellent interpersonal skills also makes him a joy to work with and his diplomacy always comes in handy during 'tough negotiations' with multidisciplinary teams.
I look forward to working with Yooch again in the future!
— Yeevon O. Senior Interaction Designer, Financial & Risk Experience Design Team
Yeevon worked with Yooch in the same group at Thomson Reuters
Have had the opportunity of working with Yooch several years now. His contribution and Design expertise have been key in driving the Product forward. He has a wide set of Design and Financial skills; always highly collaborative with team and open with his contributions and ideas.
Have had the opportunity of working with Yooch several years now.
His contribution and Design expertise have been key in driving the Product forward.
He has a wide set of Design and Financial skills; always highly collaborative with team and open with his contributions and ideas.
— Jorge S. Global Head of Product Management, Desktop Platform
Jorge was an internal client of Yooch at at London Stock Exchange Group, Refinitiv & Thomson Reuters
If you need a professional and reliable UX designer with great and broad set of skills, great technical background, experience and ability to resolve the most complex design problems, look no further. Yooch is also genuine, honest and fun to work with. I hired him for two companies already and I'll do it without the shadow of hesitation if the chance comes again.
If you need a professional and reliable UX designer with great and broad set of skills, great technical background, experience and ability to resolve the most complex design problems, look no further.
Yooch is also genuine, honest and fun to work with.
I hired him for two companies already and I'll do it without the shadow of hesitation if the chance comes again.
— Jiri S. Human-Centred Design Lead
Jiri managed Yooch directly at Lloyds Banking Group and worked together at Thomson Reuters
You can find 15 more testimonials from colleagues across Thomson Reuters, Refinitiv, and London Stock Exchange Group in the testimonials section.
View them on Linkedin Recommendations
Contains a step-by-step walk-through using blurred screenshots of Salesforce and other UIs (due to sensitive data), task analysis documentation with solution design wireframes / mockups, and appendix with user reported pain-points.