Wealth Tax Platform
Tailored for Financial Advisors, the platform is designed to provide educational resources and tax-informed insights, leveraging data from clients' past tax returns, to assist clients effectively by offering personalized and relevant information.
OVERVIEW
I crafted an end-to-end design process for one of the world’s largest professional services firms, initiating with a robust information architecture and concluding with the presentation of a fully-realized prototype to senior leadership, empowering Financial Advisors to deliver highly informed and effective guidance to their clients on complex tax-related matters
Team: 2 UX designers, 1 oversight designer, wealth management product team
Duration: 7 weeks
Tools: Figma, FigJam
CHALLENGE
As a product designer, a significant challenge we confront is the meticulous crafting of our product. We engage in extensive brainstorming sessions with the product team to discern customer needs and strategically determine how to meet them. There is a thorough examination and discussion of the commercial model, and this entire process is efficiently executed within a concise seven-week timeframe.
GOAL
Our object is to design a wealth tax platform for financial advisors, integrating educational content and tax-informed insights to enable them to provide informed and effective guidance to their clients on intricate tax-related issues.
Financial Advisory Journey
Crafted intricate and comprehensive prototypes to map out the nuanced journey of both financial advisors and customers
Wireframes
Generated a diverse collection of over 40 distinct wireframes covering six focal areas for both Financial Advisors and Customers.
Pioneered the integration of AI Chatbot technology into the educational landscape and enabling a seamless utilization of internal tax desk resources.
Entering Financial Advisor Experience
Education Page
Dashboard Page
Education
Basic Insights
Basic insights about clients
Tax service information page
Tax services pages for customers
Tax return insights about clients
Education Article
Entering Customer Experience
Information Architecture
Constructed the foundational information architecture, laying the groundwork for seamless data organization and navigation
Outcomes
9
Demos with executive leadership and client stakeholders
Full Funding
Helped team secured for FY 24
This is brilliant and solves the problem we’re trying to solve in tax for years!
- Partner in Tax Practice Leadership
Key Takeaways
Proactive Learning and Questioning
While lacking expertise in financial advising education and customer tax services initially, I actively engaged in asking numerous questions, conducting interviews, and understanding the rationale behind each inquiry. Over time, I not only assisted the team in defining the product we aimed to create but also actively participated in shaping the B2B commercial model.
Dual-Focused Design Approach
Engaging in the development of a B2B service, we find ourselves challenged to design for both Financial Advisors and customers. The intriguing aspect lies in the dual perspective required, encompassing both internal considerations and external user needs. This entails a thoughtful exploration of how to deliver value to both sets of users. Drawing from insights gained in service design, we leverage a holistic approach that considers not only the end-users but also the internal dynamics, allowing us to craft a service that effectively caters to the distinct requirements of financial advisors and customers alike. This dual-focused design strategy ensures a comprehensive and well-balanced solution that aligns with the principles of service design and meets the diverse needs of both user groups in the B2B context.