With a tight timeline of 4 weeks, the client aimed to design a user-friendly and development-ready app that adhered to iOS guidelines, provided a competitive edge in the wealth management space, and aligned with app store requirements.
However, the project faced several challenges: No prior app or desktop site data, lack of user personas or feedback and a legacy database that constrained app performance.
Our goal was to deliver a product that satisfied both user groups while meeting the client’s requirements. As the designer, I crafted intuitive solutions that simplified workflows and aligned with industry standards.
ASSUMPTIONS & RESEARCH
Initially, we assumed that the lack of user-friendly data visualizations and a complex information architecture were barriers to engagement for both user types. Additionally, we believed simplifying the user experience and aligning with iOS design guidelines would create a more intuitive and competitive product.
- Competitor Analysis: Reviewed 10+ mobile apps, white papers, press releases, and videos in the wealth management and financial sectors to identify best practices.
- Expert Consultation: Collaborated with in-house financial industry experts to ensure the app aligned with industry standards and trends.
- Information Architecture Review: Analyzed and simplified the app’s structure, reducing redundancy by combining similar screens and enhancing user context.
DISCOVERIES
Our research, including extensive primary and secondary studies, uncovered key opportunities for improvement to inform our design:
- Investor Pain Points: Investors needed simpler, more visual data representations that provided clear portfolio insights over time.
- Advisor Challenges: Advisors required a unified client view and the ability to see exactly what investors saw for seamless communication and recommendations.
- Technical Constraints: The client’s legacy database limited performance, necessitating optimization to ensure fast loading times.
- Usability Gaps: The app needed to comply with iOS design guidelines to meet app store requirements and enhance usability.
ITERATION
Based on our findings, we implemented several key design changes:
- Simplified Visualizations: Designed clearer data tables and time-based visualizations to improve investor insights.
- Unified Advisor View: Created a client list that mirrored the investor experience, enabling seamless collaboration.
- Performance Optimizations: Recommended strategies to handle the legacy database constraints and improve loading times.
- Adherence to iOS Design: Relied on iOS components to ensure a polished, guideline-compliant user experience.
Outcome:
The redesigned app achieved significant improvements:
- Enhanced Usability: Simplified visualizations and intuitive navigation improved engagement for both investors and advisors.
- Improved Efficiency: Advisors could access client data faster and collaborate more effectively with their clients.
- Technical Alignment: The app met app store guidelines, ensuring approval and better user reviews.
- Competitiveness: Industry research and expert input positioned the app strongly in the wealth management market.
- Future-Ready: Provided actionable recommendations for future enhancements, including user testing and ideas for leveraging a database upgrade.
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