Industrial Alliance’s AX360, a leading provider in wealth management solutions, recognized the need to enhance its digital platform to meet growing demands for intuitive user experiences and regulatory compliance.

With digital transformation reshaping financial services, AX360 aimed to overhaul its online portal to improve account management, enhance portfolio analysis through better data visualization, and ensure adherence to industry standards.

1. Optimize Account Management: Simplify and streamline the account management process for clients.
2. Enhance Data Visualization: Improve portfolio analysis tools with clearer and more insightful data visualization.
3. Ensure Compliance: Meet regulatory requirements while maintaining usability and accessibility.

Research & Discovery:

• Conducted stakeholder interviews to align project goals with business objectives.
• Analyzed user feedback and usability testing results from the existing platform.
• Researched industry trends and conducted competitive analysis.

User Personas & Journey Mapping:

• Developed detailed user personas (high-net-worth individuals, retirees, institutional investors).
• Mapped user journeys to visualize interactions from account setup to portfolio management.

Information Architecture & Wireframing:

• Collaborated on new information architecture to prioritize features and streamline navigation.
• Created wireframes and low-fidelity prototypes to iterate on design concepts.

Visual Design & Prototyping:

• Applied brand guidelines to create a cohesive and visually appealing design language.
• Developed high-fidelity prototypes using tools like Sketch and Adobe XD for interactive feedback.

Usability Testing & Iteration:

• Conducted usability testing sessions with representative users to refine design elements.
• Iterated on designs based on feedback to enhance user experience.

Implementation & Deployment:

• Worked closely with developers to integrate new designs into the existing platform.
• Conducted thorough quality assurance to ensure a smooth deployment.
• Monitored post-launch performance and user feedback.

The redesign resulted in:

• Increased User Engagement: 20% improvement in user engagement metrics.
• Enhanced Accessibility: Compliance with accessibility standards improved inclusivity.
• Positive User Feedback: 90% satisfaction rate with improved usability and experience.

Visual Style:

• Aligned visual style with AX360’s brand values of trustworthiness and professionalism.
• Utilized a corporate and modern design approach for financial services.

Guidelines Followed:

• Implemented design guidelines such as Material Design for consistency and familiarity.
• Optimized design for various platforms (web, tablets, smartphones) using responsive design principles.

Reflecting Learnings About Users:

• Incorporated user insights from research and testing into the final design.
• Enhanced usability and accessibility based on feedback on color contrast, font size, and navigation clarity.

Field Studies

Research Method:

• Combined direct observation and impromptu user testing (ethnographic research).
• Observed natural user behaviors and conducted real-time usability tests.

Insights:

• Discovered preference for single-handed usage, influencing interface layout redesign.

Type of Test:

• Conducted split testing on landing page variants emphasizing value proposition vs. innovative features.

Metrics Measured:

• Conversion rates, engagement metrics, scroll depth.

Performance Analysis:

• Emphasized value proposition version performed better in conversion rates.

Tools & Team

• Tools Used: Miro, Figma, Axure for wireframing and prototyping.
• Team: 1 UX designer, 6 developers, 1 project manager.

My Role

• Responsibilities: UX design, research, workshop facilitation.

Timeline

• Discovery & Research: 2+ weeks
• Design & Testing: 4 weeks

Learnings & Growth

• New Skills: Advanced prototyping, communication, usability testing platforms.
• Design Practices: Contextual inquiry, ethnographic research.
• Impact on Design Approach: Emphasis on empathy-driven design and continuous learning.

The successful redesign of AX360’s digital platform demonstrates the effectiveness of user-centered design principles in delivering intuitive and engaging financial products. By prioritizing user feedback and iterative design, AX360 not only met business objectives but also exceeded user expectations, driving higher engagement and client satisfaction.