Business Goal: Create a form that would capture every piece of financial data from a client, so that a Financial Planner can review this data and create a financial plan for their client.
Key Metric: Increase completion rates
My Role: Lead UX and UI designer. I worked directly with the PO, developers and stakeholders such as financial planners to provide the experience and visual direction
- We had to work quickly to replace an outdated feature so we had to skip a lot of the ideation process
- No past data to work from, previous solution was not being tracked
- Requirements were gathered while in the design phase, had to change direction several times
I started the process primarily working with a spreadsheet with 130+ question with most questions having conditional logic. After some interviews with key stakeholder, primary financial planners who interact with clients everyday, I was able to come to some hypothesis that would drive the direction of the project. Essentially it was determined that completion rates were low primarily because clients were both overwhelmed by the amount of questions and sometimes did not know how to answer the questions.
I wanted to provide an experience that was not only helpful but delightful, in order to keep them motivated and moving forward through this somewhat daunting process. One approach I took was to introduce a human component, not only as a guide throughout the process but also a resource seeing that this person was also financial planner providing the user with tips along the way. I also introduce concepts like a global chat function and tool tips for certain questions that could use more explanation, again both to satisfy this one approach. Another approach introduced was a concept of progress, I wanted the user to feel like they were making progress and reward them for making it past a section. I implemented a sticky progress bar at the top and amount of questions left in that section to help them understand where they were and assured them that it was saving along the way. I also designed a summary page, so if they did leave and come back they could quickly see where they left and how many question and time it would take to complete a section.
For the visual direction, I wanted to keep it light, friendly and modern, so I used a lot of white space, larger UI elements for buttons and form fields, and great images of the financial planners that were present on every page.