Credit Suisse to UBS Trade Migration (Concept Pitch)
A future-facing AI concept for UBS, tracking share migration through an intuitive portal designed to provoke conversation and position EPAM as a strategic partner.
The challenge: UBS was absorbing Credit Suisse, with thousands of trades needing to migrate across systems. Our brief wasn’t to build the final tool, it was to start a conversation. EPAM’s Financial Services VP and Digital Director asked us to craft a concept that would open doors, demonstrate vision, and showcase the value of combining smart UX with modern AI capability.
My Role: As lead UX designer, I worked closely with stakeholders to shape the story, map user needs, and design the product concept from scratch. I partnered with a UI designer and collaborated with internal subject matter experts to ensure the final output spoke the language of both business and users.
Skills used: UX Design | AI Innovation | Design Strategy | Journey Mapping | Stakeholder Alignment | Narrative Building
Strategic Discovery
I spoke with senior stakeholders to extract the key narrative, business goals, and technical vision. This helped identify the core user — an Operations Manager overseeing the migration of shares — and clarify the tone and structure for the final pitch.Process
Narrative & Journey Mapping
To align the experience with the business pitch, I built a multi-layered journey map:
Top swim lanes: The story — what the Operations Manager needs to see and do during their day.
Bottom lanes: Supporting features, AI prompts, and tech considerations.
This helped us build not just a UI, but a story-led experience that made the value of the concept immediately clear.
Strawman Pitch Deck
Rather than jump into wireframes, I created a ‘straw man’ of the PowerPoint narrative, a lightweight version of the final pitch. This ensured that every screen we designed had purpose, and the flow of the conversation made sense for a VC-level audience.
Wireframing & Concept Development
I developed several wireframe concepts, balancing:
Speed and simplicity for quick build
AI-enhanced interfaces that felt future-forward
User-centred features tied directly to tasks in the journey map
We iterated on layouts and features based on ongoing input from internal stakeholders.
Interaction Prototype
To demonstrate innovation, I built a prototype showing how an Operations Manager could use AI prompts to generate graphs, filter data, and surface problem areas in real time. This transformed the experience from passive dashboard to active decision-making assistant.
Final UI & Language Validation
Once the UI was completed, I worked with the VP to review all screen language, checking it against industry terms to ensure the concept felt authentic and credible to a financial audience.
Outcome
The AI-driven concept was selected for presentation, chosen over more conservative ideas to generate excitement and buy-in.
Sparked internal discussions around future opportunities for AI across other operational tools.
Demonstrated EPAM’s ability to blend user insight, narrative design, and technical strategy into a compelling pitch.
Reflections
This wasn’t a typical delivery sprint — it was design as storytelling. We had two weeks to bring clarity to a complex transition and make it tangible through design. By grounding the concept in user reality and layering in innovation, we created something that didn’t just look good, it helped stakeholders imagine a smarter way forward.