Reimagine the self-serve CX
IG is a full-service investment firm whose advisors actively manage client accounts. This is the before and after.
Conceived in 2017, and launched in 2020, mobile in 2022
Challenges:
The 2005 CX (see the 'before' above) had run its course.
In 2017, the internal strategy was not to replace the in-person contact, and this CX was not to be a direct investing platform.
Future Opportunities:
Over time Client Portal might evolve to let clients:
- provide financial advice and tools,
- contribute funds to their existing portfolio/plan,
- shop/recommend products/services and apply,
- opt-in to advisors assistance, as needed
Strategic Goals
Business & Business Drivers
Increase assets under management
Increase sales
Improve cross-sell & up-sell
Increase client retention & reduce churn
Reduce operational costs by optimizing marketing & advertising Costs
Brand & Client Experience
Improve brand image towards modern, digital, & differentiated
Increase brand loyalty
Reinforce our comprehensive financial planning discipline
Improve client satisfaction
Improve client-advisor relations
Client Portal Adoption & Usage
Increase awareness
Increase client adoption & registration -- eStatements
Increase usage & engagement by clients & advisors
Client Portal Measurement
Business Analytics & KPIs:
- assets deposited,
- lead generation,
- account applications
Client Experience Analytics & KPIs:
- registrations,
- unique users per month,
- advisor-client tenure
“You've got to start with the customer experience and work back toward the technology – not the other way around.”
~ Steve Jobs
Customer & Competitive Research
What We Did
Internal buy-in of product brief & business requirements related to CX
Completed competitive best practices & feature reviews for:
Canada vs. USA vs. Global,
Bank vs. Full-Service, and
Investment Firms vs. Direct Investing
Performed a detailed review and crafted UX direction for;
Best practices to implement ‘must-have’ features,
AEM integration feasibility,
Task & user flows, as well as
Site architecture & navigation
Dissected investor persona attitudes & behaviours studies from Forrester, Ipsos, and Vanguard.
Performed a gap analysis client satisfaction study to fill in study data.
Conducted internal & external stakeholder interviews
Identified required segmentations data and built out internal target personas
Personas
The spectrum of personas
Details, and layout of each persona kit
Customer Journeys
Top-level moments in the customer journey, with the area of focus (MTM) identified
Example screenflow for registration with jobs-to-be-done
UI & Design System
Customer Journeys
Styletile / moodboard of leading visual design treatment
Leading visual design treatment appiled to mobile screenflows
Internal prototype walkthrough of core flows
Role
Director, UX
Client & Year
IG (Investors Group)
2016-17
Responsibilities
UX Direction & Process
Team Allocation & MGNT
Internal Stakeholder MGNT
User testing & research oversight
Touchpoints
secure.ig.ca