ROLE
UX UI Designer
TIMELINE
Sep 22 – Feb 23
RESPONSIBILITIES
- Design audit - Research led project - Mapping business goals - Improving tool usability - Reducing fricction in finding an adviser - Expanding desktop to mobile
The search experience
The ‘Find your adviser’ tool is intended to help users connect with financial advisers, yet both customers and internal teams report difficulties using it. Many users abandon their search before finding an adviser. Customer service teams also struggle with the tool when assisting callers. Analytics and feedback indicate usability issues, limited filters, and trust concerns, suggesting that the current experience does not effectively support users in choosing and contacting an adviser.
CHALLENGES
- High drop-off rates - Several usability issues - Low trust in results
- Redesigning search behaviour - Adviser data issues - Postcode and map functions do not work
High level goals
Reduce drop-offs and improve the search journey
Offer complete, accurate adviser profiles with relevant details that support informed decision-making.
Provide intuitive navigation, robust filters, and reliable location tools
ROLE
UX UI Designer
TIMELINE
Sep 22 – Feb 23
RESPONSIBILITIES
- Design audit - Research led project - Mapping business goals - Improving tool usability - Reducing fricction in finding an adviser - Expanding desktop to mobile
The search experience
The ‘Find your adviser’ tool is intended to help users connect with financial advisers, yet both customers and internal teams report difficulties using it. Many users abandon their search before finding an adviser. Customer service teams also struggle with the tool when assisting callers. Analytics and feedback indicate usability issues, limited filters, and trust concerns, suggesting that the current experience does not effectively support users in choosing and contacting an adviser.
CHALLENGES
- High drop-off rates - Several usability issues - Low trust in results
- Redesigning search behaviour - Adviser data issues - Postcode and map functions do not work
High level goals
Reduce drop-offs and improve the search journey
Offer complete, accurate adviser profiles with relevant details that support informed decision-making.
Provide intuitive navigation, robust filters, and reliable location tools
ROLE
UX UI Designer
TIMELINE
Sep 22 – Feb 23
RESPONSIBILITIES
- Design audit - Research led project - Mapping business goals - Improving tool usability - Reducing fricction in finding an adviser - Expanding desktop to mobile
The search experience
The ‘Find your adviser’ tool is intended to help users connect with financial advisers, yet both customers and internal teams report difficulties using it. Many users abandon their search before finding an adviser. Customer service teams also struggle with the tool when assisting callers. Analytics and feedback indicate usability issues, limited filters, and trust concerns, suggesting that the current experience does not effectively support users in choosing and contacting an adviser.
CHALLENGES
- High drop-off rates - Several usability issues - Low trust in results
- Redesigning search behaviour - Adviser data issues - Postcode and map functions do not work
High level goals
Reduce drop-offs and improve the search journey
Offer complete, accurate adviser profiles with relevant details that support informed decision-making.
Provide intuitive navigation, robust filters, and reliable location tools
ROLE
UX UI Designer
TIMELINE
Sep 22 – Feb 23
RESPONSIBILITIES
- Design audit - Research led project - Mapping business goals - Improving tool usability - Reducing fricction in finding an adviser - Expanding desktop to mobile
The search experience
The ‘Find your adviser’ tool is intended to help users connect with financial advisers, yet both customers and internal teams report difficulties using it. Many users abandon their search before finding an adviser. Customer service teams also struggle with the tool when assisting callers. Analytics and feedback indicate usability issues, limited filters, and trust concerns, suggesting that the current experience does not effectively support users in choosing and contacting an adviser.
CHALLENGES
- High drop-off rates - Several usability issues - Low trust in results
- Redesigning search behaviour - Adviser data issues - Postcode and map functions do not work
High level goals
Reduce drop-offs and improve the search journey
Offer complete, accurate adviser profiles with relevant details that support informed decision-making.
Provide intuitive navigation, robust filters, and reliable location tools
Impact
12%
decrease in drop-offs
12%
decrease in drop-offs
12%
decrease in drop-offs
82%
of adviser profiles complete with full details like qualifications, bios, and contact info.
82%
of adviser profiles complete with full details like qualifications, bios, and contact info.
82%
of adviser profiles complete with full details like qualifications, bios, and contact info.
15%
more users connected with advisers
15%
more users connected with advisers
15%
more users connected with advisers
21%
improvement in user trust scores as measured through post-search feedback.
21%
improvement in user trust scores as measured through post-search feedback.
21%
improvement in user trust scores as measured through post-search feedback.
Research and discovery to understand adviser search behaviours
We conducted desk research, user interviews, customer service reviews, feedback surveys, and social media analysis to uncover the needs and pain points. Speaking to partners and other associates was necessary to validate business needs and gather insights for potential new features.
Research and discovery to understand adviser search behaviours
We conducted desk research, user interviews, customer service reviews, feedback surveys, and social media analysis to uncover the needs and pain points. Speaking to partners and other associates was necessary to validate business needs and gather insights for potential new features.
Research and discovery to understand adviser search behaviours
We conducted desk research, user interviews, customer service reviews, feedback surveys, and social media analysis to uncover the needs and pain points. Speaking to partners and other associates was necessary to validate business needs and gather insights for potential new features.
Research and discovery to understand adviser search behaviours
We conducted desk research, user interviews, customer service reviews, feedback surveys, and social media analysis to uncover the needs and pain points. Speaking to partners and other associates was necessary to validate business needs and gather insights for potential new features.
How can we drive adviser connections through a seamless search journey?
We restructured the search process to make navigation clearer and more intuitive, with a step-by-step flow that guides users from entering search criteria to viewing adviser details. By fixing postcode search issues, improving map interactions, and ensuring filters are easy to find and use, the tool now helps users reach relevant results faster, reducing abandonment rates.
How can we drive adviser connections through a seamless search journey?
We restructured the search process to make navigation clearer and more intuitive, with a step-by-step flow that guides users from entering search criteria to viewing adviser details. By fixing postcode search issues, improving map interactions, and ensuring filters are easy to find and use, the tool now helps users reach relevant results faster, reducing abandonment rates.
How can we drive adviser connections through a seamless search journey?
We restructured the search process to make navigation clearer and more intuitive, with a step-by-step flow that guides users from entering search criteria to viewing adviser details. By fixing postcode search issues, improving map interactions, and ensuring filters are easy to find and use, the tool now helps users reach relevant results faster, reducing abandonment rates.
How can we drive adviser connections through a seamless search journey?
We restructured the search process to make navigation clearer and more intuitive, with a step-by-step flow that guides users from entering search criteria to viewing adviser details. By fixing postcode search issues, improving map interactions, and ensuring filters are easy to find and use, the tool now helps users reach relevant results faster, reducing abandonment rates.
How can we build trust with rich, accurate adviser profiles?
We audited and enriched adviser data to ensure profiles display up-to-date, detailed information including services offered, fees, accessibility, and contact options. This transparency, combined with a consistent profile layout, allows users to compare advisers more effectively and builds trust, increasing the likelihood they will make contact directly through the tool.
How can we build trust with rich, accurate adviser profiles?
We audited and enriched adviser data to ensure profiles display up-to-date, detailed information including services offered, fees, accessibility, and contact options. This transparency, combined with a consistent profile layout, allows users to compare advisers more effectively and builds trust, increasing the likelihood they will make contact directly through the tool.
How can we build trust with rich, accurate adviser profiles?
We audited and enriched adviser data to ensure profiles display up-to-date, detailed information including services offered, fees, accessibility, and contact options. This transparency, combined with a consistent profile layout, allows users to compare advisers more effectively and builds trust, increasing the likelihood they will make contact directly through the tool.
How can we build trust with rich, accurate adviser profiles?
We audited and enriched adviser data to ensure profiles display up-to-date, detailed information including services offered, fees, accessibility, and contact options. This transparency, combined with a consistent profile layout, allows users to compare advisers more effectively and builds trust, increasing the likelihood they will make contact directly through the tool.
What users are saying
“My thanks to the team, we are thrilled that so many of our thoughts/ideas have been included in the latest release.”
“My thanks to the team, we are thrilled that so many of our thoughts/ideas have been included in the latest release.”
“My thanks to the team, we are thrilled that so many of our thoughts/ideas have been included in the latest release.”
"We're really impressed with the new CMS design. The modern interface and improved functionality make it so much easier to navigate. The ability to quickly copy and edit pages has been a game-changer for our team. Great job!"
"We're really impressed with the new CMS design. The modern interface and improved functionality make it so much easier to navigate. The ability to quickly copy and edit pages has been a game-changer for our team. Great job!"
"We're really impressed with the new CMS design. The modern interface and improved functionality make it so much easier to navigate. The ability to quickly copy and edit pages has been a game-changer for our team. Great job!"
"The tooltips in the new release are incredibly helpful. We didn't realize some of the ribbon functions were there before, but now they're much easier to find and use. The overall user experience has been significantly improved."
"The tooltips in the new release are incredibly helpful. We didn't realize some of the ribbon functions were there before, but now they're much easier to find and use. The overall user experience has been significantly improved."
"The tooltips in the new release are incredibly helpful. We didn't realize some of the ribbon functions were there before, but now they're much easier to find and use. The overall user experience has been significantly improved."
In retrospect
Improving the ‘Find your adviser’ tool turned out to be far more complex than the initial briefing suggested. Once research began, we uncovered deep usability issues, data quality gaps, and trust concerns that went beyond simple interface fixes. Speaking with users, partners, and customer service teams revealed the extent of the problem, shaping a redesign that balanced user needs with business goals. The real learning was how aligning accurate data, intuitive navigation, and trust-building features can transform a service experience. By addressing both the technical and human challenges, we reduced drop-offs, improved engagement, and made finding a financial adviser easier and more transparent for everyone involved.
In retrospect
Improving the ‘Find your adviser’ tool turned out to be far more complex than the initial briefing suggested. Once research began, we uncovered deep usability issues, data quality gaps, and trust concerns that went beyond simple interface fixes. Speaking with users, partners, and customer service teams revealed the extent of the problem, shaping a redesign that balanced user needs with business goals. The real learning was how aligning accurate data, intuitive navigation, and trust-building features can transform a service experience. By addressing both the technical and human challenges, we reduced drop-offs, improved engagement, and made finding a financial adviser easier and more transparent for everyone involved.
In retrospect
Improving the ‘Find your adviser’ tool turned out to be far more complex than the initial briefing suggested. Once research began, we uncovered deep usability issues, data quality gaps, and trust concerns that went beyond simple interface fixes. Speaking with users, partners, and customer service teams revealed the extent of the problem, shaping a redesign that balanced user needs with business goals. The real learning was how aligning accurate data, intuitive navigation, and trust-building features can transform a service experience. By addressing both the technical and human challenges, we reduced drop-offs, improved engagement, and made finding a financial adviser easier and more transparent for everyone involved.
In retrospect
Improving the ‘Find your adviser’ tool turned out to be far more complex than the initial briefing suggested. Once research began, we uncovered deep usability issues, data quality gaps, and trust concerns that went beyond simple interface fixes. Speaking with users, partners, and customer service teams revealed the extent of the problem, shaping a redesign that balanced user needs with business goals. The real learning was how aligning accurate data, intuitive navigation, and trust-building features can transform a service experience. By addressing both the technical and human challenges, we reduced drop-offs, improved engagement, and made finding a financial adviser easier and more transparent for everyone involved.