Client
Easy Investing Tool
Year

2015-2017

What I did:
  • Project UX Lead
  • Task Flows
  • Wireframes
  • Research synthesis
  • Art Direction
  • Style Guides
  • Accessibility consulting
Deliverables
  • Prototypes
  • Wireframes
  • Task Flows

Redesign the Easy Investing Tool to be a more modern and is easier to use.

Problem

The long-term benefits of regular investing are well known. But the younger user base aren’t taking advantage of these benefits. They have the funds to start investing. But they are either investing irregularly, or not investing at all. The existing tool was hard to understand and looked dated.

Solution

We began by Understanding the user and aligning with business goals

  • How might we get younger, emerging affluent customers to start, and then keep on investing.
  • How might we simplify the layout and using more familiar graphs.
  • How might we explain financial terminology in a clear and easy way

What I did

EIT or Easy Investing Tool was a mulit factored project that lead over a 2 year period. During that time I designed wireframes and prototypes both mobile and desktop. Aligned vendor designs to WFA style guides. Provided art direction to other designers and Deloitte team members to maintain core objectives and brand cohesion.

Process

Working with Deloitte

As UX Lead I was installed into the Deloitte Digital team for an intensive collaboration and wire framing sessions with their team in Seattle

Provided art direction and design guidance to vendors to ensure cohesion of digital identity, accessibility standards, and design principles

Project Lead

What I did...

TaskFlow Objectives

  • Simply the experience
  • restructure the information architecture to customer priorities.

Wireframes Prototyping

mobile testing on the results page to test the ease of use on having columns that required scrolling and or turning the device

Art Direction

While the initial redesign of the product pages were very positive in user testing and stakeholder feedback, brand ambassadors felt like the look and feel didn’t full capture the essence of the core Wells Fargo brand and we were asked to modify the visual design.

Brand Cohesion: Organic & Nature Based
Brand Cohesion: StageCoach as the Hero

Project Outcome

Launch and Sunset

EIT met with great success and eventually evolved into Intuitive Investor to offer more investment features.

Intuitive Investor

The learnings about investing tools for beginners was invaluable in the creation of the robo advisory product Intuitive Investor