Problem: Wealth management account holders did not have comprehensive and manageable view of their accounts and funds.
Hypothesis: If an experience is created to connect user’s personal banking accounts with their wealth accounts, they will self-serve to better understand and manage their assets.
Solution: Architect a solution which integrated multiple systems and catered to a financially-savy audience.
The persona being targeted for this solution were wealthy individuals. They were catered to by financial planners and associates who were ready at a phone call’s notice to guide them through their assets, liabilities and investments. Being that this financial institution did not have digital solution to cater to those needs, very little market fit analysis was completed by the organizations. There was, however, extensive research and engagement with SMEs (i.e., those financial planners who worked directly with the users) and the users themselves to help determine how this experience would come to live and what needed to be included to solve the initial problem.
To kickoff the project, I created a simple systems architecture to demonstrate to the business and the user how the experience might come to life in a digital form. It was simple in that it did not flush out how those systems would be connected or how the experience would come to life. It did, however, start the conversations needed to begin establishing a baseline experience.
This is where the education began. Not being a financial planner or one with rich investments and trusts myself, there was a major learning curve to better understand the minds of these users and how they expect to interact with this institution in a digital way. However, the architecture and flow began to quickly take shape as those rapid conversations took place.
Note: For privacy and confidentiality, screenshots of the deliverables were intentionally pixelated.
This experience was to be retrofitted in to the existing online banking solution currently provided to personal savings and checking account holders. Because of this, many of the design patterns were repurposed and entire page architectures reused to create a cohesive user experience. You’ll notice in the documentation that also meant that granular documentation was delivered to speak to fragments of a page instead of the entire page as a whole. Another element of this project was that the solution was to be built for a desktop browser experience as well as a native mobile app experience.
Delivery of this documentation was an ongoing process as it needed to be vetted by other technical architects, engineers, business owners and the subject matter experts. To receive approval by all parties involved, many meetings and discussion took place prior to full sign off and delivery.
Gather additional feedback and requirements meant road showing the experience with stakeholders. To do so, I worked with a visual designer to bring the complex experience to life. This was very important as the audience was financial and tactically focused and had difficulties translating technical documentation to functional design. In addition to flat design files provided by the designer, I created a working HTML prototype of the experience. This allowed those subject matter experts to try the experience, see the technical requirements in action and ask necessary questions to take the experience to the next level.
Unfortunately, my contract with this organization ended prior to the user-facing launch of this product. I am unable to report on any metrics regarding the success of this effort.