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Project Overview

This project was commissioned by a wealth management company looking to update their designs. They wanted to encourage employees' usage of the company’s internal system when identifying potential clients. Our goal is to get users to complete a full profile multiple times a day.

 TImeline

4 Weeks, Fall 2022 

 Tools Used

 Roles

Problems

The tool for client logging is not being used by the employees of the agency, resulting in incomplete client information being recorded all over the system. The tool is outdated, requires full manual inputs for information to be logged, and users have to type while on the phone with potential clients. Redundant information is often required. As a result, agents were barely using the tool; an ecosystem where records are poorly kept was created.

Goals

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User Research

The data shown demonstrated that agents 1 to 7 years into their careers only logged about 20% of the Leads they talked with. This statistic only barely rose with the expansions of their client base. Our goal is to get users to complete a full profile multiple times a day.

Reduction of Information Through Automation

Primarily, the low adoption rates come from the outdated design of the Lead system. The original design was only a list of text boxes that had to be filled manually. Most of the information served no purpose other than to take up agents' time. I needed to transform the tool so that it is more effective for both the agency and the agents.

The client developed Efact Finder, a tool that scrapes the web to streamline recording client data. By entering basic information like name, phone number, and address, users can quickly gather all relevant data from public sources such as social media, significantly boosting agents’ productivity.

Then, we needed to get to know our users. We observed the user feedback to understand where the pain points were.

User Personas

To help with the user flow, we created 2 user personas based on our research, a Financial Representative and a Client Services Associate. These two positions represent the primary occupations that would be interacting with our solution. Both have familiarity with backend tech products, yet they have different years of experience in the financial world. 

Pain Points

Journey Mapping

I created a journey map highlighting users' pain points, considering how tasks would be handed off between users like James and Kim. This included the process of transferring unfinished work to another Associate, a crucial part of their daily workflow.

Product Goals

With knowledge of the users’ and clients’ needs, we had a clear idea of what was desired from both. This allowed us to push forward into the creation of the new Lead Suspect Management system.

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Kim needed a system to track all her Leads, and Efact Finder could automate much of this process. My role was to design around Efact Finder to streamline the workflow. After consulting with the client’s tech team, we found that Efact Finder could gather most Lead information using just a name, phone number, and address, scraping public data from sources like LinkedIn and Glassdoor. As it was a backend system, we focused on designing a flow for agents to input the information.
 

Visual Inspiration

We aimed to streamline the complicated old user interface, drawing inspiration from TurboTax's design, which simplifies complex tasks and guides users smoothly through each step. A design audit of TurboTax highlighted key themes we wanted to incorporate.

Large Type

TurboTax had excellent typography that condensed what the task was on each page into a few words.

Simple Tasks

To help with agents’ process of filling out complicated information, we learned from TurboTax and limited the tasks on screen to 1 or 2 at a time.

Progress Tracking

Making users’ progression clear is a big part of making sure that users know where they are in a flow and that they are approaching a finished state.

Next, I built wireframes with our users' needs in mind. I began by wireframing a simple name entry page, which would serve as a starting point for building the rest of the product.

01 - Agent Name

Displays the name of the agent filling out the Lead.

02 - Progress Bar

Shows completion status of the logging of the Lead.

03 - Questions

Questions are kept bolded and concise to keep the agent moving, preventing them from getting overwhelmed.

04 - Text Boxes

Text boxes are larger to make scanning simple.

05 - Continue

Calls To Action (CTA) are in a consistent location at the bottom so that quick muscle memory takes over and speeds up the Lead logging process.

01 -  LEAD Profiles

02 -  Create New Profile

01 -  Profile Information

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Final Solution

With our research and feedback on the wireframes, we moved onto our final deliverables.

For the Client Services Associate, they would start by selecting the “Create New Contact.” This adds a new profile in the Leads Suspect Management system and moves Kim onto the flow to fill out basic information.

Adding the Lead’s basic information, i.e., name, contact information, and address, into the Leads Suspect Management system allows the system to search the web for the Lead’s complete profile.

Autofill was added to speed up the process of entering basic information.

James, the Financial Representative, starts by picking up where the Client Services Associate left off with the profile creation. He clicks on the “Update Existing Contacts” link.

Once James clicks on “Update Existing Contacts,” he looks through the list of Leads in the contacts list. James scrolls though the list and picks the one he was instructed to update by the Client Services Associate.

James cold-calls the Lead in the hopes of asking them to help him complete their profile.

Filling out the additional data brings the user back to the TurboTax-inspired design where James enters in the additional information.

Once a new section is completed, the Lead score is updated. Users can keep working on the updating process until the score reaches 100, at which point, all fields are completed.

Now that the profile has been completed and saved, it is up to the Lead and the agency to discuss arrangements of the deal and how they want their money to be managed.

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One of the most important skills I got from this engagement was the ability to use Figma’s micro-animation system. We wanted our solution to stand out and complement our visual design statement (as mentioned in Overview - Goals).

I went on YouTube to learn to make a progression bar animation so that the user can get a stronger sense of achievement when they clear each step.

Next, I wanted to give the user a dopamine rush when they finish filling in a section. I added confetti to create a sense of celebration.

Icons were animated to spark up flat designs, making them friendlier to users.

When a section is completed, a rolling counter and confetti appear.

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 Time to complete Lead profile

 Average Adoption Rate by Agents

Gains

This project taught me how to use and conduct user research with actual users while communicating with the client. It was an excellent opportunity to analyze who was using a product and how to tailor the experience for them.

Through this project, I learned about both the backend technical details of financial management systems and how to empathize with users in the wealth management industry who have their unique needs and feelings.

I also learned to use the Figma prototyping tool better, adding more clarity to any future prototypes I make. As a former animator, I enjoyed applying my animation skills in completely new contexts.

Lead Suspect Management

Global Mobility

Life Insurance Policy Optimization

Weekly Renders

© 2024 John Keefe – +(1) 603 320 9772 – johnkeefedesign@gmail.com