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Overview

ValuesAdvisor is a nonprofit steadfastly devoted to helping high net wealth investors, foundations, and endowments by matching them with advisors with expertise in sustainable investing, to help create the world we want to see

Task

Redesign current website with a focus on improving user experience

ROLE

Lead Designer

Project Manager

TEAM

Logan Ruscick

Lenet Ron

Evan Chow

TIMELINE

3 Weeks

for Research | Ideation | Testing | Design

Research and Methods

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Collect

Define

Analyze

Synthesize

12 Interviews

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Affinity
Map

3 Competitors
3 Comparators

User Persona
Problem Statement

User Research | Affinity Map

After Affinity Mapping 12 User interviews our team identified the targets main goals in terms of what they look for in an advisor and pain points addressing their obstacles.

Trust

Value Communication and Transparency

Personality

Feel the need to build a relationship with advisor

Therefore we conducted a C+C analysis to observe conventions used that could help address the user's painpoints so that they can fulfil their original motivations.

Competitors

Palatine
XY Planning Network
Smart Asset

Comparators

Match.com
Zoc Doc
Linked In

Insights

  1. Profile Bios

  2. Human Centric Copy

  3. Location Displayed

User Persona

Gabby the Gardener

Age | 26

Location | Bronx, NY

Job | Community Organizer

Goals

Challenges

Keep her plants alive

Create a relaxing atmosphere

Learn more about gardening

Lack of gardening experience

Not knowing what is wrong with her plants

How to overcome external factors

User Persona VA.png

Problem

Irene is facing challenges in finding a trustworthy financial advisor who can understand her investment priorities, values, and financial constraints.

 

Additionally, she struggles to comprehend technical investment terminology and is finding it difficult to make progress in the investment process.

 

Investors like Irene need a trustworthy advisor with a proven track record who can not only provide transparency in their investment strategy and performance but also help them build a strong client-advisor relationship, so they can work towards their financial goals.

Solution

ValuesAdvisor connects investors to financial impact advisors with a proven track record of success and expertise, who understand users’ unique investment needs and preferences.

 

To promote trust and encourage a positive user experience, we adjusted our copy to simplify terminology in a human-centric and understandable manner, therefore prioritizing information that is relevant and easy to comprehend.

 

Additionally, with a personalized and transparent advisor profile, ValuesAdvisor will help investors find a financial advisor they trust to help them make informed investment decisions - allowing them to begin a strong client-advisor relationship.

Design and Iteration

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Ideation

Usability
Tests

Iteration

Final
Design

Mid Fi

5 users tested

High Fidelity

ValuesAdvisorPrototype

Mid Fi Wireframes

Our team transferred preliminary sketches to digital mid fi wireframes to conduct usability tests to evaluate if our designs effectively achieved our solution's goals, while also observing any usability issues to iterate.

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Home Page

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Subscription Page

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Find Advisor Page

Advisor Page

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Usability Tests

Through usability tests we not only gained insight on how our product conveyed a solution to the user's problem, but also identified moments in the flow where there were either hesitation or usability errors.

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Find Advisor Page - Minimum account size sort.png

4/5 users didn't understand what the sorting changed

Added visual cue

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5/5 users didn't want the contact advisor button to take them out of the site

Added in site message center

Components

01

Hover vs Clicked States

We differentiated multiple states to indicate interaction with a change of color when hovered, and then further additional underlining when clicked to confirm also leaving the color state to the interaction

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Neutral

Hover

Clicked

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02

Confirm / Error

Implemented the different possibilities of the partner code card one with a successful member code and the other with an incorrect member code

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03

Fully Prototyped Messaging

We proposed an in-site messaging center, as one of the biggest pain points revolved around customers wanting quick feedback or not being able to easily get in contact with advisors or the site

Advisor Profile - Example messages.jpg

Iteration | Hi Fidelity

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Home Page

Subscription Page

Find Advisor Page

Advisor Page

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TITLE OF THE CALLOUT BLOCK

LESSONS LEARNED

Overall I learned how what seem like small changes can have a huge impact on the User's journey.

I also took away the importance of testing the iterations to find how you can address different issues with the experience that you may have missed in the original design solutions.

Like what you see?

Let's chat.

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