ROLE

UX Lead

INVOLVEMENT

Lead ideations
Data mapping
Create prototypes

SAMPLES

Data Map
User Flow w/ Data Groups
Persona User Flow
UX Deck (no annotations)

Overview

Digital Marketing identified the advisor profile (web) pages as an area of opportunity that could provide quick turn-around improvements in 2016. Investors Group was investing heavily in a brand relaunch Fall 2015 and originally wanted the advisor web pages to be updated in time for the brand relaunch. 

Challenge

The initial presentation of a Consultant’s profile page was not responsive and lacked the backend capabilities to be properly searched by a prospect.  The key was building the right capabilities to improve overall engagement with the advisor web pages.

The public site’s key objective was slowly transforming into providing an online channel for client acquisition. Given the time, business requirement specified that the team continue to leverage legacy content and adapt the experience accordingly.

Solution
 

We decided to go hrough a data mapping exercise, investigating the existing data and mapping with the different needs of a user. After the exercise we came back with a list of 10 categories (See example below).

We then established a modular design system that could be reused and leveraged for all advisor types. I worked closely with the UI lead and Product Owner to ensure that the modular solution was robust enough to accommodate all known scenarios. 

In the end, we came up with 6 key templates to address all advisors and teams within the organization.

Insights

The deliverables and outputs were a pre-cursor to Investor Group's Design System – a solution desperately needed within the organization. The modular system was well received by the teams and became a necessary requirement for all new future projects.

In hindsight, there would be have been more ground gained by bringing in development leads into the project earlier to avoid future development road blocks.