The 2014 NASDAQ OMX product design portfolio outlines the design process for products targeting public relations and financial services professionals. It details the team's approach to understanding client needs through customer interviews and usability testing, culminating in the successful launch of responsive, user-friendly platforms and analytics tools. The document also highlights job opportunities within the design team, emphasizing a collaborative environment and the importance of understanding user experience.

1. Portfolio 2014
NASDAQ OMX
Product Design builds products
that serve public relations,
communications, investor
relations, and financial
services professionals across
the planet.
@prodaqomx
hi@prodaqo.mx
http://prodaqo.mx

2. Table of Contents
1
2
3
4
5
6
7
8
9
10
Who We Are
Our Process
Discovery
Plan
Execute
Validate
GlobeNewswire
Workspace
Newswire Analytics
Product Websites

3. 28
PRODUCT DESIGNERS
1
DESIGNER IN 2011
8
STATES
93
2
15
FREQUENT FLYER MILES
(IN THE THOUSANDS)
BULLDOGS NAMED
AFTER MUSICIANS
LUCHADOR MASKS
8
26
9
MFAs AND MBAs
NON-DESIGN
UNDERGRADUATE DEGREES
PRESENTATIONS AT
CONFERENCES in 2013
our work is used by the most respected leading companies across the planet
100%
NASDAQ
100 COMPANIES
100%
THE DOW
30 COMPANIES
96%
S&P
500 COMPANIES
81%
FTSE 100
COMPANIES
80%
STOCKHOLM
30 COMPANIES
90%
DAX
30 COMPANIES

4. Goals
Approach
Artifacts
Understand the problem space, the business
need, and the value to the user and customer
Customer interviews
Sales team interviews
Stakeholder interviews
Competitive analysis
Distill business requirements
Understand business goals
Prioritization exercises
Affinity Diagrams
Heuristic analysis of current state
Competitive analysis
Summarize goals, objectives, KPIs
Frame findings from discovery into design
opportunities
Analyze discovery outcomes
Validate prioritization outcomes
Craft hypotheses
Identify table stakes & new features
Develop Sprint Schedule
Mental model diagrams
Concept models Personas
Task analysis
Content models
Ideas become code.
Design studio workshops with product
ownership, sales, and design teams
Design HTML prototypes with production- ready
CSS
Explore design decisions through consistent
usability tests with customers
HTML, CSS, JavaScript
Usability tests
Validation with sales teams
Confirm viability and usefulness of design
decisions through quantitative & qualitative
analysis
Validate prioritization outcomes
Identify future functionality and integration
points
Reference goals, objectives in discovery to
confirm success
Usability test documentation
Analytics & metrics reports
Design backlog

5. Product Design begins each project alongside Product Management to understand the problem space, the
business needs, and the potential value to our users and customers.
We begin by understanding the primary business goals and articulating a research
strategy. This research often involves observing and interviewing our clients, sales
teams, support staff, and potential customers.
!
We work to understand the current state.
!
Then we design a better state.

6. We frame findings from discovery into design opportunities.
We crystallize our understanding of our customers and other ancillary people who
interact with our software through personas and mental model diagrams.
!
Collaborating alongside product management allows us all to prioritize new
functionality relative to incremental improvements.
!
And planning those features and who they’re for will advance us all closer to
achieving the project’s vision.

7. Once our plan is in place, we get to work. Ideas take shape through sketching, come alive through code in
the browser, and are vetted with our customers out in the wild.
We take pen to paper in design studio workshops with product ownership, sales, and
design teams. Sketching moves from paper to the browser where we build out
prototypes in HTML, CSS, and Javascript.
!
Because of the scale of our projects, we take great care to build within a collaborative
development environment and framework.
!
There is no ambiguity once development teams get involved. We hand over a clear,
vetted representation of our proposed design solution, which they can immediately
begin to implement and prepare for production.

8. We don’t know all the answers before we start our work. We don’t ship our products without the
opportunity to understand how they’ll be used by our customers. And we don’t wait until our products
ship to confirm they’ll be useful.
Confirming or refuting our design decisions is a critical component of our design
process.
!
We rely on the opportunity to test early. And test often.
!
We use analytics as a lens, not marching orders, when considering new features and
functionality.

9. GlobeNewswire
The Problem
The Approach
The NASDAQ OMX press release service’s website wasn’t
•
effectively communicating the features and benefits of
the platform. Searching for press releases was laborious.
!
!
•
Interviewed customers to validate product
management’s assumptions and early wireframes.
!
Press releases weren’t easily readable on mobile
devices. Journalists could only read press releases in
Hired content strategist to analyze existing content
and prioritize new content.
•
English despite the service’s heavily international
Interviewed sales teams to understand what
prospects were looking for when considering changing
newswire services.
!
customer base.
•
Hand-coded responsive functional prototype in HTML,
JS, CSS and worked side by side with development
teams to realize final product.
!
•
Shipped October 2012.
The Outcome
Released a website with new content and a responsive
design for display across all devices, faceted search, and
a framework to easily accommodate multiple languages.

10. Workspace
The Problem
The Approach
NASDAQ OMX could pivot existing technology to introduce
•
a new product into a market with little competition and
limited innovation.
Interviewed customers to validate product
management’s assumptions and early wireframes.
Uncovered significant misalignment in product
strategy and rebalanced product strategy with
business and customer needs.
!
•
Developed 3 primary personas and a mental model of
those personas to distill significant and latent needs.
!
•
Recorded several hours of video and audio of usability
tests to share with senior management to reinforce
adjusted product strategy would be successful
!
•
Hand-coded responsive functional prototype in HTML,
JS, CSS and worked side by side with development
teams to realize final product.
!
•
Shipped May 2013.
The Outcome
Designed a product with a responsively-designed
feature-set much more aligned with user and market
expectations and with a significantly improved user
experience than the competition.

11. Newswire Analytics
The Problem
The Approach
Press release activity summary reports didn't capture all
•
useful information, were difficult to identify the most
important statistics, and were challenging to share.
Interviewed customers to identify where there were
shortcomings or gaps in their current reports.
!
•
Interviewed sales teams to understand when
prospects or customers would cite weak reporting as a
reason for not using the NASDAQ OMX press release
service.
!
•
!
•
Developed 3 primary personas and a mental model of
those personas to distill significant and latent needs.
Hand-coded responsive functional prototype in HTML,
JS, CSS and worked side by side with development
teams to realize final product.
!
•
Shipped November 2013.
The Outcome
Designed a new report with stronger visual prioritization
of information, frictionless sharing, and with a responsive
design to enable easy reading of reports on mobile
devices and tablets.

12. Product Websites
PRODAQ also designs and develops marketing websites that effectively
promote key features and functionality of our products.
!
Sites are responsively designed for optimum display across devices, enable
simplified lead capture, and feature robust analytics to monitor activity and
overall effectiveness.
!
•
directorsdesk.com
•
oneworkspace.com
!

13. We’re Hiring
The Product Design team at NASDAQ OMX leads the strategy and design of
web-based products that serve communications, public relations, and
investor relations professionals.
!
We have open positions in our New York, Southern California, Rockville, MD,
and Boston offices to design and build HTML & CSS-based prototypes
alongside Sr. Product Designers.
!
It’s not all stuffy financial or stock market work. Chances are you’ll be
designing responsive public-facing websites and applications, or prototyping
how to visualize complex data. You’ll have a Mac, not a Bloomberg terminal.
!
The job serves a global marketplace: it’s likely someone overseas will
influence every product, whether that person is a stakeholder in Stockholm,
a fellow designer in London, or a client in Amsterdam.
!
This is an awesome opportunity for a designer comfortable with some code
—even if it’s not part of your job today. Or if it’s all you do at your job and you
want to strengthen your UX chops by understanding more about the people
who will use what you craft.
!
If you’re interested, holla. Send us a portfolio, an intro letter, and a resume.
!
@prodaqomx
hi@prodaqo.mx
prodaqo.mx