Most companies' performance management processes and tools are stuck in the 60s. This is specially problematic for people in creative jobs. Athena aims to shake employee performance management by putting people before numbers.
The Private Banking sector has been focusing on very personal approaches that are very time confusing and still very paper-driven. Digital Transformation is necessary in this area to bring wealth management to new generations.
The UI is extremely important, because it's the end result. However, without UX, UI is just something that looks good.
In my process, I always start understanding the problem at hand researching the topic, market and your users, too. Once this is done, creating personas as ideal customers to keep in mind is really important to make sure the project stays on focus. Next up are sitemaps and user flows to define the interaction. And finally, wireframes and UI come into play as final deliverables.