Goldman sachs -2021`
Account opening
Account opening
Revamp global client onboarding with faster account opening and a tailored, digital experience for clients global client onboarding with faster account opening and a tailored, digital experience for clients.
Revamp global client onboarding with faster account opening and a tailored, digital experience for clients global client onboarding with faster account opening and a tailored, digital experience for clients.
Product Design
Product Design
Product Design
User journey
User journey
User journey
Prototype
Prototype
Prototype
Leadership
Leadership
Leadership
Until 2020, onboarding a client took about three weeks to a month. By the start of 2021, groundwork was laid to propel the onboarding process to be completed in less than a week
I was part of an ambitious project to lead the design of the Client onboarding experience and make a complex process into a seamless and frictionless experience.
This case study will focus on a feature which allows the advisor to select questions and send it to the client.
Until 2020, onboarding a client took about three weeks to a month. By the start of 2021, groundwork was laid to propel the onboarding process to be completed in less than a week
asdThis case study will focus on a feature which allows the advisor to select questions and send it to the client.
My Role
My Role
Customer insights and Ideation
Revamp global client onboarding with faster account opening and a tailored, digital experience for clients global client onboarding with faster account opening and a tailored, digital experience for clients
Oversight & Coordination
I designed across and collaborated with five platform designers and their Product Owner partners to translate product features for each platform context.
Experience strategy & Vision
I created frameworks and prototypes to share the vision, design principles and content strategy. This helped to evangelize ideas, gain alignment and drive decision making.
Design execution and validation
I helped execute user journeys, wireframes, prototypes and design specs for responsive enterprise web applications. I coordinated with the client -facing design team to have a cohesive and intuitive user experience.
Planning & Scope definition
I evangelized customer goals and balanced business goals. Along with the product owners, I prioritized and negotiated features for launch and beyond.
Customer insights and Ideation
Presented works to gain buy-in from executives, senior stakeholders and many other Goldman teams throughout the project lifecycle.
Oversight & Coordination
I designed across and collaborated with five platform designers and their Product Owner partners to translate product features for each platform context.
Oversight & Coordination
I designed across and collaborated with five platform designers and their Product Owner partners to translate product features for each platform context.
Design execution and validation
I helped execute user journeys, wireframes, prototypes and design specs for responsive enterprise web applications. I coordinated with the client -facing design team to have a cohesive and intuitive user experience.
Design execution and validation
I helped execute user journeys, wireframes, prototypes and design specs for responsive enterprise web applications. I coordinated with the client -facing design team to have a cohesive and intuitive user experience.
Leadership
Presented works to gain buy-in from executives, senior stakeholders and many other Goldman teams throughout the project lifecycle.
Customer insights and Ideation
Presented works to gain buy-in from executives, senior stakeholders and many other Goldman teams throughout the project lifecycle.
The challenge
The firm had a legacy application where the advisors onboard a client. The UI/UX were dated and the tech stack old. A new advisor to the firm took between 6 to 9 months to get onboarded and start working efficiently on the platform.
Our challenge was to evolve with customers (advisors and clients) and create a user friendly, easy to navigate digital application.
The new application would offer a streamlined process in searching a client, selecting appropriate information and display necessary guidance to make the account opening experience pleasurable and user friendly for advisors and clients at large.
The firm had a legacy application where the advisors onboard a client. The UI/UX were dated and the tech stack old. A new advisor to the firm took between 6 to 9 months to get onboarded and start working efficiently on the platform.
Our challenge was to evolve with customers (advisors and clients) and create a user friendly, easy to navigate digital application.
The new application would offer a streamlined process in searching a client, selecting appropriate information and display necessary guidance to make the account opening experience pleasurable and user friendly for advisors and clients at large.
The firm had a legacy application where the advisors onboard a client. The UI/UX were dated and the tech stack old. A new advisor to the firm took between 6 to 9 months to get onboarded and start working efficiently on the platform.
Our challenge was to evolve with customers (advisors and clients) and create a user friendly, easy to navigate digital application.
The new application would offer a streamlined process in searching a client, selecting appropriate information and display necessary guidance to make the account opening experience pleasurable and user friendly for advisors and clients at large.
The approach
Feature design and development were broken into parallel work streams for the Client Onboarding and maintenance sections. I led the design for all aspects related to the Client Onboarding
Each feature phase of the project was serialized, starting with the design and development for the reference platform - Client onboarding. Once each feature was designed and approved, the engineering team began the implementation.
I followed by working with POD designers to translate product features for their specific product context. Concurrently, I would design the next feature in the pipeline, whilst also working with my engineering teams to execute the current feature through to completion.
Working backwards from a fixed feature launch date, meant that design was subsumed into an engineering-driven process. SIgn-off milestones were driven by engineering estimates and time to create the right design was the time left over. The combination of fixed launch date and aggressive scope created an intense environment with many coordination and time challenges.
Feature design and development were broken into parallel work streams for the Client Onboarding and maintenance sections. I led the design for all aspects related to the Client Onboarding
Each feature phase of the project was serialized, starting with the design and development for the reference platform - Client onboarding. Once each feature was designed and approved, the engineering team began the implementation.
I followed by working with POD designers to translate product features for their specific product context. Concurrently, I would design the next feature in the pipeline, whilst also working with my engineering teams to execute the current feature through to completion.
Working backwards from a fixed feature launch date, meant that design was subsumed into an engineering-driven process. SIgn-off milestones were driven by engineering estimates and time to create the right design was the time left over. The combination of fixed launch date and aggressive scope created an intense environment with many coordination and time challenges.
Feature design and development were broken into parallel work streams for the Client Onboarding and maintenance sections. I led the design for all aspects related to the Client Onboarding
Each feature phase of the project was serialized, starting with the design and development for the reference platform - Client onboarding. Once each feature was designed and approved, the engineering team began the implementation.
I followed by working with POD designers to translate product features for their specific product context. Concurrently, I would design the next feature in the pipeline, whilst also working with my engineering teams to execute the current feature through to completion.
Working backwards from a fixed feature launch date, meant that design was subsumed into an engineering-driven process. SIgn-off milestones were driven by engineering estimates and time to create the right design was the time left over. The combination of fixed launch date and aggressive scope created an intense environment with many coordination and time challenges.
The discovery
The research team conducted advisor and Wealth Management Professional research to drive the roadmap and feature definition phase. These are the key insights:
The research team conducted advisor and Wealth Management Professional research to drive the roadmap and feature definition phase. These are the key insights:
Long client onboarding time
The current new client onboarding time takes 3 to 4 weeks
The current new client onboarding time takes 3 to 4 weeks
Multiple digital touchpoints
The advisors had to open many applications and complete tasks prior to submission of data to the client for verification and approval.
Inconsistent experience
Each application had inconsistent interaction and experience patterns which created cognitive overload.
Detail design
The firm upholds high standards for the work it produces both internally for advisors and and externally for clients.
For each feature phase, I went through cycles of requirements, consensus, approvals, detailed specs where needed and handoffs.
My process involved sketching and white-boarding concepts and flows with my Product owners and then translating these directly into hi-fidelity design comps. Since I was working with many existing design patterns, it was relatively easy to move straight into hi-fidelity designs.
User flow to describe the interaction of the component for the engineering and the product team.
My next step involved slicing the comps and piecing them together with Figma or Invision into a prototype. In the early stages I focussed only on representing the highest risk areas of the design. Later phases allowed me to focus on micro-interactions, which I documented in Figma.
Prototyping was the most effective way to gain meaningful feedback from the team, consensus from stakeholders and approval from senior leadership. I was able to easily distribute these as Figma links and recycle them for Usability Testing.
User flow to describe the interaction of the component for the engineering and the product team.
My next step involved slicing the comps and piecing them together with Figma or Invision into a prototype. In the early stages I focussed only on representing the highest risk areas of the design. Later phases allowed me to focus on micro-interactions, which I documented in Figma.
Prototyping was the most effective way to gain meaningful feedback from the team, consensus from stakeholders and approval from senior leadership. I was able to easily distribute these as Figma links and recycle them for Usability Testing.
Detail spec
I created detailed design and documentation during this project to communicate requirements to the engineering team and support my quality assurance and user acceptance testing teams.
These deliverables consisted of the CX spec - customer journeys, visual design and keylines if required.
I created detailed design and documentation during this project to communicate requirements to the engineering team and support my quality assurance and user acceptance testing teams.
These deliverables consisted of the CX spec - customer journeys, visual design and keylines if required.
Keylines for new components to show the spacing and details required to construct a screen.
My learnings
Working on a cross-functional team
Even though it was challenging at first, it was so rewarding for me. I loved seeing our team dynamic evolve as time went on and getting more comfortable with each other. Working closely with Product owners and engineers provided an insight in to when to create components and when to adapt.
Remote collaboration
COVID affected my team just like everyone around the world and just like everyone else, this was a unique time collaborating remotely. There's definitely something about physically working around other people that I miss, but this constraint offered a unique opportunity to learn how to work efficiently and effectively without the proper resources/materials. I realized how important it is to document everything you're doing and explain concepts clearly to the users you're working with.
Advocating for the end-user
Usability testing was humbling because I was reminded that my assumptions are definitely not always right. Validating often and iterating and validating again provided deep insights in the day today touchpoints of the advisor.
Working on a cross-functional team
Even though it was challenging at first, it was so rewarding for me. I loved seeing our team dynamic evolve as time went on and getting more comfortable with each other. Working closely with Product owners and engineers provided an insight in to when to create components and when to adapt.
Remote collaboration
COVID affected my team just like everyone around the world and just like everyone else, this was a unique time collaborating remotely. There's definitely something about physically working around other people that I miss, but this constraint offered a unique opportunity to learn how to work efficiently and effectively without the proper resources/materials. I realized how important it is to document everything you're doing and explain concepts clearly to the users you're working with.
Advocating for the end-user
Usability testing was humbling because I was reminded that my assumptions are definitely not always right. Validating often and iterating and validating again provided deep insights in the day today touchpoints of the advisor.