Challenge

SEI wanted to enhance the service offering financial advisors could use to work with their clients. They wanted to create a new premium white label platform to facilitate interaction between advisors and clients. The new product would generate revenue and augment a free custody website that was part of their standard offering.

My Role

I led the design strategy and experience direction for this project, facilitating workshops with the core team to identify and prioritize the highest-impact features for both advisors and their clients before any design work began. I also used this engagement as a mentoring opportunity, guiding a junior designer through the process. My role spanned strategic framing, workshop facilitation, navigation and information architecture decisions, prototype design, and testing with subject matter experts and customers.

Process

Working with the core team, I ran workshop sessions to identify the most important and most impactful features for both the advisors and their clients. We created journey maps to help us understand the actions and motivations of advisors, their clients, and SEI.

We identified the features that could create the biggest impact. I worked with the team to organize the navigation and map features into clean, logical groupings, then developed and tested prototypes with subject matter experts and customers.

We decided features could create the biggest impact. I worked with the team to organize on the navigation and map features in to a clean logical groupings. Then developed and tested prototypes with subject matter experts, and customers.

Results

I delivered and tested a prototype including client onboarding, document sharing, and financial performance tracking. Advisors are able to request and collect information from their clients while giving them a holistic view of how their investments, savings, and retirement plans are performing. The product was added to SEI's product roadmap and approved for development.