The Challenge
In a market where advisory firms position themselves as AI-powered and insight-led, the real challenge was not capability but cohesion: EY’s Capital Edge, Diligence Edge, and Competitive Edge were individually strong yet fundamentally siloed. The fragmented experience limited adoption, slowed workflows, and prevented EY from fully unlocking its data advantage, all while competitors accelerated ahead on usability and integrated, digital-first engagement — exposing a clear gap between the strength of EY’s intelligence and the experience through which it was delivered.
The Idea
To solve this, we reimagined Edge as a unified, AI-first ecosystem powered by a connected intelligence layer that removes platform silos and embeds guidance directly into M&A workflows; instead of switching between tools, users operate within a dynamic deal workspace where insights from capital, diligence, and competitive analysis surface in context, AI highlights patterns and next steps, and data works proactively rather than reactively; the ambition was clear: unlock the full value of EY’s transaction history, drive adoption through a modern experience, and position EY as a leader in intelligent, experience-led M&A.
Credits
Experience Director
Pundarik
Ranchhod
Design Director
Rob Baughan
UI Designer
Ella Frost
Nikita Sinaden
From Fragmented Platforms to Connected Advantage
Rather than merging tools into a monolithic system, we reframed Capital, Diligence, and Competitive capabilities as modular components within a unified intelligence layer. The shift was architectural as much as experiential ; moving from isolated products to a connected ecosystem. Value is unlocked not in individual features, but in how insights flow seamlessly across the lifecycle.
Connection creates competitive advantage.
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Designing for AI, Not Around It
AI was not introduced as an extra layer, it became the foundation of the experience. Every workflow was redesigned around how intelligence could guide decisions in real time, surface hidden patterns, and prioritise what matters most within the context of a live deal. Instead of static dashboards, the system actively supports judgment, transforming AI from a feature into embedded strategic capability.
AI, architected into the core of decision-making.
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Human-Centred AI at the core
In EY Unified Edge, human-centred AI is expressed through the interface itself. Soft glass surfaces, light gradients, and elevated cards create visual calm in a high-stakes environment. Intelligence appears contextually, through guided prompts, suggested actions, and progressive insight reveals, rather than overwhelming the user with dense data. Clear hierarchy, generous spacing, and modular layouts reduce cognitive load, while AI outputs are visually distinct but never dominant. The design reinforces control, clarity, and trust at every step.
Calm by design. Intelligent by default.
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Designing for Enterprise-Scale Adoption
Transformation only succeeds when it is used. The experience was crafted to reduce friction, shorten onboarding curves, and support both consultants and clients through role-based journeys. With modular architecture and SaaS scalability built in from the start, the platform balances immediate usability with long-term strategic growth.
Built for scale. Designed for behaviour change.
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