Norric
Innovating high-finance private market and DDQ processing with
AI workflows
Duration
Sep 2025 ~ Dec 2025
Role
UI/UX Design intern
For
AI driven DDQ Saas platform
Collaborators
Joshua Park, Kyuri kim, Shinhye Park, Laura Ahn, Jenn Choi, Robin
OVERVIEW
Norric: AI workflow in finance industry that automates manual grunt works and eliminates technical bottlesnecks
MY ROLE
UI/UX Intern
As a UI/UX intern at Norric, I designed landing pages for pretotyping phases of the company. I mainly worked on establishing brand visuals in slide decks and visual resources. Additionally, I revitalized company's due diligence questionnaire product driven by LLM AI that allows various levels of investors to streamline their investing strategies and decision making.
HIGH LEVEL PROBLEM / CHALLENGE
Lack of industry’s interest in innovating software to catch up with evolving market
HIGH LEVEL PROBLEM / CHALLENGE
Why is this an important problem to address?
Innovation bottleneck
Little alignment and collaborations
Increasing time-to-value
forcing manual workarounds
Unreliable reporting
SOLUTION
AI *DDQ Platform
*Due Dilligence Questionnaire
Home Dashboard
Discover the dashboard with projects and integrations
Document Editor
Upload documents of any type and edit simultaneously
Project Page
Orgnize questions and sections within a project
Dataroom
Oversee file data in onp page with live status
AI Questionnaire
Collaborate, comment, and answer questions with an agent
SECONDARY RESEARCH
Market:
Private Market Ecosystem
There is no central platform to streamline the process of fulfililng demands of investments due to scattered, private, and exclusive chains of brokers and dealers in the market
SECONDARY RESEARCH
Stakeholder Interactions
deliver strong fund performance
access quality deal flow.
Long-term stable returns, risk diversification
access to top-performing funds.
Acquire quality assets at favorable pricing
Reduce risk
Deploy capital quickly.
Data flows are bidirectional, fragmented, and inconsistent - causing friction across the ecosystem
SECONDARY RESEARCH
Empathy Map:
John - Limited Partner
SECONDARY RESEARCH
Empathy Map:
Maggie - General Partner
SECONDARY RESEARCH
Empathy Map:
Maggie - General Partner
SYNTHESIS: SECONDARY RESEARCH
Insights from Empathy maps
A standardized way to view information so all stakeholders and firms share the same level of visibility
Seamless integration with existing siloed tools like Excel, VDRs, and CRMS
A secure platform where sensitive workflows and tasks can be performed with strong information protection
Fast, streamlined communication built directly into the system
Reliable historical records of data and documents for transparency, auditing, and continuity
How might we...
Create an aggregated, structured, and accessible route to liquidity of private assets in the financial ecosystem?
INTERVENTION / IDEATION
AI DDQ Intelligence Engine
Why this solution?
IDEATION
Design References
Tamarix
Chronograph
AlphaSense
Pitchfork
ITERATION I
End to end User Experience / Flow chart
Before making any designs on Figma, I decided to draw out how the current EBSCO product works and where else apart from filters and search bars I could implement new PUIs. Here I received an advice to focus on creating a full cycle of user journey from start to finish without any vague stops and weak connection points in between.
ITERATION I
End to end User Experience / Flow chart
Before making any designs on Figma, I decided to draw out how the current EBSCO product works and where else apart from filters and search bars I could implement new PUIs. Here I received an advice to focus on creating a full cycle of user journey from start to finish without any vague stops and weak connection points in between.
ITERATION I
Implementing Thesaurus
In an attempt to automate the process of narrowing down choices of filters for displaying results precisely selected for users’ research intentions. I experimented with implementing a thesaurus where users begin with the widest filter set and move onto choosing filters from narrower sets that are automatically suggested by the EBSCO algorithm. This was revoked due to issues with development facing the level of complexity on the product’s end.
Answering...
How might we make suggestion of keywords or terms useful for searching a certain topic customizable for research enthusiasts?
ITERATION I
Making a default set of filters
In case users do not choose a filter set, I have built a default option that automatically gets selected. This default filter set appears in the advanced page for users who do not have a particular set of filters chosen for their search experiences. It also accounts for an event when a filter set is not chosen accidently from My Preferences page or the Advanced search page.
ITERATION I
Drop down from the advanced search page
This UI ennables users to be able to access personalized filters from right beneath the search bar so that quicker and easier searching is possilbe.
Answering...
How might we allow users to access these personalized filters readily while maintaining a smooth search experience?
ITERATIONS
Navigation bar
1st iteration
2nd iteration
3rd iteration
4th iteration
Design System
Defining anatomy, properties, layout, and spacing
FINAL DESIGN
All in one view dashboard with integrations to other SaaS tools.
FINAL DESIGN
Pop up designs with overlays
FINAL DESIGN
Deck of data sheets being processed by analysts and AI
FINAL DESIGN
Iterations on AI interactions and questionnaire tabs
FINAL DESIGN
AI Workflow
