Led a team to consolidate three distinct online portals into a single, user-friendly platform for advisors, improving their workflow and boosting engagement by providing streamlined access to key tools and business insights, while saving the company $2M in maintenance costs.
CHALLENGE
The business needed to sunset three separate online portals—each with distinct user experiences and design styles—into a single, unified platform aimed at improving workflow efficiency for advisors and easier access to their book of business. With a tight one-year timeline from project start to site launch, I led a design team of four, coordinating closely with developers to ensure our proposed designs were both feasible, aligned with technical constraints, and included different variations for firm users. This collaboration was crucial in achieving a streamlined and cohesive experience, while balancing design innovation with practical execution in the development environment.
OUTCOME
The result was a streamlined platform that significantly improved user journeys for advisors, providing them with a clear site structure where their book of business, along with key alerts and notifications, was easily accessible upfront. This consolidation saved the company $2M in maintenance fees by merging three separate sites into one. Advisors responded positively to the new experience, describing it as modern, clean, and easy to navigate. The unified platform also led to higher advisor engagement, as they were now more likely to use the tool regularly with everything conveniently in one place.
SERVICES
Creative Direction | UX/UI Design Lead | Prototyping | Content Creation | Design Sprints | Team Leadership
