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
Collect
Define
Analyze
Synthesize
12 Interviews
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
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Profile Bios
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Human Centric Copy
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Location Displayed
User Persona
Gabby the Gardener
Age | 26
Location | Bronx, NY
Job | Community Organizer
Goals
Challenges
Keep her plants alive
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Create a relaxing atmosphere
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Learn more about gardening
Lack of gardening experience
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Not knowing what is wrong with her plants
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How to overcome external factors
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
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.
Home Page
Subscription Page
Find Advisor Page
Advisor Page
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.
4/5 users didn't understand what the sorting changed
Added visual cue
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
Neutral
Hover
Clicked
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
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
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.
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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.