• Client: Industrial Alliance

• Timeline: 5+ months (Phase 1 of AX360 initiative)

• Role: Senior UX Designer

• Collaborators: Accenture (external), Google Looker (data), IA teams

• Platform: Responsive Web App + Mobile App

• Tools Used: Figma, Miro, Dovetail, Notion, Google Looker, React

I led the design for AX360, a wealth management transformation initiative at Industrial Alliance. Our goal was to modernize both the internal advisor-facing portal and the external customer mobile app, ensuring both systems delivered clear, actionable portfolio data — backed by real-time analytics, enhanced compliance, and mobile usability.

This project brought together internal teams, Accenture consultants, and Google Looker experts to turn complex wealth management workflows into unified, insight-driven experiences for both advisors and clients.

“Advisors were toggling between PDFs, spreadsheets, and disconnected portals to present insights.”

Legacy tools were fragmented, outdated, and not designed with usability in mind. Advisors lacked a unified view of client portfolios, while customers had limited access to self-serve tools. Mobile support was minimal, and compliance flags weren’t clearly surfaced during client interactions.

Key Challenges:

• Poor navigation and outdated information hierarchy

• Inaccessible graphs and heavy reliance on manual exports

• Inconsistent data refresh rates and layout responsiveness

• No shared view between advisors and customers

As a Senior UX Designer, I worked at the intersection of data, compliance, and interaction design. My work spanned both the advisor platform and customer mobile app, ensuring consistent user experience and scalable design systems.

Key Contributions:

• Collaborated with internal and external teams (IA, Accenture, Google Looker) to translate data-intensive workflows into intuitive UX
• Led interface redesigns for Phase 1 of AX360, focusing on responsive layouts and compliance-first design
• Created a scalable component library in Figma for cross-platform use
• Partnered with frontend engineers to ensure clean design-to-dev handoffs
• Advocated for accessible design across devices and user roles
• Unified customer and consultant views to improve communication and reduce prep time

Research Goals:

• Understand how advisors prep for and run client meetings

• Uncover pain points in analyzing and sharing investment performance

• Align with compliance teams on KYC/AML and FINRA constraints

Methods Used:

• 6 contextual inquiry sessions with senior financial advisors

• Card sorting to prioritize dashboard modules and report tools

• Accessibility audit of legacy interfaces (mobile + web)

• Stakeholder workshops with Accenture and Google Looker

“During client calls, I need to see the full picture — holdings, performance, and actions — in one place.” — Senior Advisor

Persona Highlight:

The Portfolio Strategist

• Needs: fast prep, visual clarity, compliance confidence

• Pain: fragmented data, inconsistent layouts, alert fatigue

• Advisor Dashboard: Customizable data cards, alerts, insights

• Comparison Tool: Multi-portfolio overlays and benchmarks

• Customer Mobile App: Consolidated holdings, activity timeline, insight flags

• Compliance Support: Inline alerts for KYC/AML conflicts

• Accessibility-Optimized UI: High contrast colors, screen reader support, WCAG 2.1 compliance

The final UI focused on clarity, hierarchy, and modularity, with components designed for advisor efficiency and client trust. The platform adheres to Industrial Alliance’s

• 40% reduction in advisor prep time

• +28% improvement in task success rate (usability tests)

• +2.1 jump in advisor NPS (6.3 → 8.4)

• Unified view streamlined internal + customer experience

  “I can finally analyze and present simultaneously. It’s a huge time saver.” — Wealth Advisor, Beta Group