Findex: dashboard redesign
Findex is a B2B fintech platform used by independent financial advisors to manage client portfolios, track performance, and generate compliance reports. The dashboard had grown feature by feature over four years. Support tickets about navigation were climbing quarter over quarter. I was brought in to fix it.
The problem
The dashboard showed everything at equal visual weight. Eleven sections competing for attention, no clear hierarchy, no prioritization. Session recordings showed advisors spending 94 seconds scanning before finding anything. Most gave up and used the search bar instead. The dashboard had become a decorative homepage nobody actually worked from.
Before / After
Sections on screen
Avg. time to find client
Compliance deadlines
Navigation items
Mobile accessible
Dashboard used as intended
Before
11
94s
Buried
14
No
No
After
5
12s
Above fold
6
Yes
Yes
Solution
The fix was structural. Advisors don't explore the dashboard — they triage. Every morning they answer three questions: what needs my attention today, how are my clients doing, and what's coming up this week. The redesign was built around those three questions as explicit sections rather than data widgets arranged by type. Navigation reduced from 14 items to 6. Everything non-daily moved to a secondary menu.
CEO, Findex
"I used to open the app and immediately go to search. Now I actually start from the dashboard. That's completely different behavior."
Results
We measured everything before and after. The dashboard wasn't just faster — it changed how advisors worked every day.
