Decisional: AI financial analyst that cuts through the uncertainty of private markets

Decisional: AI financial analyst that cuts through the uncertainty of private markets

FintechDue diligenceAI-native

Overview

Decisional is an AI platform that automates financial due diligence, data extraction, and memo creation for mid-sized financial firms. After eight months of accumulating customer feedback, the team committed to a ground-up rebuild, one centred on power-user workflows, transparent AI, and a modern interface. I led the effort end to end, from framing the problem through to a production-ready design system.

Problem

A due-diligence tool lives or dies on trust and speed, and the existing product strained on both. Four problems shaped the rebuild:

  • Complex information architecture. The platform juggles multiple data formats, PDFs, Excel, Word, PowerPoint, while keeping everything organised and easy to find.
  • Power-user experience. Finance professionals needed sophisticated capability without being overwhelmed by it.
  • Source transparency. Every AI-generated insight had to link clearly back to its original source material, non-negotiable for trust in financial analysis.
  • Balancing real estate. Source viewers, AI memos, spreadsheets and chat all had to coexist on screen without feeling cramped.
Before redesign
Decisional MVP before the redesignDecisional MVP before the redesign

Research

I synthesised eight months of accumulated customer feedback and ran stakeholder interviews to pin down where the product was losing people. That pointed to a sharper position: Decisional as a generative knowledge workspace, with AI Memo and Magic Tables as first-class content types, Notion meets Bloomberg Terminal.

I tested concepts against that framing, watching for task clarity, usability and friction, and kept the directions that drove the highest conversion.

Early iteration of DecisionalEarly iteration of Decisional

Early iterations of Decisional

Solution

The redesign spanned sign-up, dashboard, and the core Knowledge Engine. I delivered a unified design system and flexible layouts that let source panels and the AI assistant sit side by side with the workspace, dense when the work demands it, calm when it doesn't.

New users are guided in with a product tour built to reach a first insight fast, so the value of the platform lands before the complexity does.

Final solution for Decisional, screen 1Final solution for Decisional, screen 2Final solution for Decisional, screen 3Final solution for Decisional, screen 4Final solution for Decisional, screen 5Final solution for Decisional, screen 6Final solution for Decisional, screen 7Final solution for Decisional, screen 8

Final designs

Results

+35%

Trial-to-signup conversion

Tracked through the reworked onboarding funnel.

-60%

Time-to-first-insight

Driven by faster ingestion and search plus the new product tour.

Open to new projects and ideas

Building something in AI, finance, or complex workflows? I'd love to hear what you're working on.

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