As one of three designers at Farther Finance, I helped build and optimize a web app for advisors and clients. Collaborated with engineers, the CEO, and VP of Marketing to enhance branding, refine the design system, and increase AUM through iterative feedback and stakeholder input.
TIMELINE
MY ROLE
TOOLS
Adobe CC
Redefining how clients and advisors collaborate to build generational wealth
A web app that empowers financial advisors and clients to manage assets, offering intuitive tools for seamless wealth management.
Skip to solutions ↓
Optimized B2C and B2B web app features, revolutionizing financial processes into streamlined digital experiences, and contributing to the management of $2 billion AUM.
COMPETITOR ANALYSIS
Outdated Wealth Management for a Modern World
High-net-worth clients face a disconnect between traditional wealth management services and the efficiency of modern technology. Traditional advisors often lack the convenience and accessibility of digital tools, while online platforms fail to provide personalized guidance.
AGILE
Collaborate, Prototype, Iterate: Bringing Ideas to Life
We held regular meetings with advisors and stakeholders to discuss key problems and define features accordingly. During stakeholder meetings, we created quick prototypes together to facilitate discussion and iterate on changes in real time. Designers collaborated closely with engineers to ensure smooth implementation.
TARGET AUDIENCE
Who Should We Prioritize in a Diverse Audience?
Designing for a broad audience means making tough decisions about who to prioritize. We focused on balancing between addressing the needs of the largest user group and those of key stakeholders who drive revenue.
Design is never a linear process. Rapid prototyping is crucial for efficiently adapting to feedback. My team worked through hypotheses, identified key problems, and iterated on designs to create the best possible solutions.
Percentage progress makes it hard to see tasks left.
Incomplete and complete items aren’t clearly separated.
Labels lack visibility, making information harder to notice.
Item-based progress shows remaining tasks more clearly.
Bold text or color makes labels stand out better.
Dropdown filter limits accurate information search.
Clients need an easy way to switch between profiles.
Add quick-switch “pills” for seamless profile changes.
A platform combining expert advisor support with an intuitive platform for personalized wealth management
Effective Onboarding to Drive User Engagement
Onboarding is crucial for attracting and retaining new users. It must clearly outline tasks and provide assistance options. A checklist feature helps users stay on track while providing advisors with live updates to improve efficiency.
FAMILY VIEW
Empowering Family Wealth Management
This feature allows clients to add family members, facilitating shared financial goals and the effective management of generational assets, ensuring a comprehensive view for better family wealth planning.
ALT ASSETS
Streamlined Access to Alternative Investments
This feature provides clients with a curated selection of alternative assets, reducing the need for advisors to repeatedly explain options, thereby saving time and enhancing client autonomy in investment decisions.
DOCUMENTS
Centralized Document Management for Efficiency
This feature enables clients and advisors to organize and manage required documents in one unified space, simplifying processes like document signing—especially those needing dual signatures.
MESSAGING
Direct Communication for Seamless Support
This feature keeps advisors always accessible through integrated chat, eliminating the need for external apps and providing clients with prompt and convenient support.
A Leap Towards Building Trust
Partnered with Red Antler to create a cohesive branding guide and design system for the web app, including components, icons, and graphic elements to ensure consistency and professionalism.
Accessibility Matters When Designing For Broad Audience
Start with core features that address the most critical needs and expand gradually to ensure inclusivity and usability.
Navigating Cross-Functional Collaboration
Think from others’ perspectives to effectively communicate and align with the goals of engineers, marketers, and stakeholders.
Balancing Product Vision and Business Needs
Balance creating user-centric features with aligning to business objectives to ensure product success and sustainability.
