DOL Empathy Maps
Year
2017
What I did:
- Project UX Lead
- Empathy Map Workshop
- Research synthesis
- Facilitation
Deliverables
- Report outputs of results
Department of Labor mandated client migration
Problem
Given the potential ruling by DOL Department of Labor making regulations on fiduciary service requirements more strict, it would be necessary to move some clients into other areas of the business that were more self directed. This meant notifying clients that they had the option to move to Wells Trade or Solutions before a certain deadline. Learn more about the DOL Ruling
Solution
Provide clients with several notifications and opportunities to discuss migration with their advisor. To better understand the view point of the client we began by empathy mapping sessions.
- How might we get clients to know about the upcoming migration
- How might we reduce attrition of clients from migration
- How might we explain financial terminology in a clear and easy way
What I did
Setup and facilitated empathy map sessions with key stakeholders and other research colleges. Also synthesized the outcome and created visual reports of the outcomes. Disclaimer: Some information is left out of this case study due to confidentiality.
Project Outcome
Positive Outreach
Our empathy mapping sessions helped the client services team to draft communication that reflected the viewpoint of the customer more accurately. They reported positive feedback on the tone and language of the letters. The ruling was not upheld (at the time) but the roadmap better alignment and customer migrations continued.