Aleeph was a spinoff from an established Brazilian investment-analysis firm, one with a deep database of stock research covering publicly traded companies. The catch was that this depth lived inside internal tools first built on Excel foundations more than twenty years earlier, tools that had evolved only timidly since. The brief was to translate that technical, expert-only apparatus into a market-ready digital product the wider B2B market could actually buy and use.
Fundamentalist research is judgement-heavy work, and judgement is exposed to behavioural bias: the same analyst can read the same numbers differently depending on mood, momentum or the last call that went wrong. Aleeph’s premise was to make that reasoning auditable. We standardised and quantified the information and conviction factors behind each call, organised into a library that feeds an analytical intelligence framework, so a recommendation could be traced back to its evidence rather than taken on trust. The product framed itself as a control room for stock research: decisions made proof against behavioural bias.
As Senior UX Designer I led product design for the platform and its public-facing presence across an eight-month engagement, working with a product manager and the client’s in-house development team. The approach was research-led from the start: interviewing the analysts who were the existing tool’s real users, generating solutions with them collaboratively, and using that to imagine how a twenty-year-old internal instrument could grow into a product without losing the rigour its users depended on.
By handover the framework was in final development ahead of its launch to the B2B market. My contribution was the end-to-end product design and the brand’s first public face, turning a powerful but inaccessible research engine into something a new market could understand at a glance.
