Creating Portfolio Analysis
Making a clear onboarding experience for FutureAdvisor
One experience, multiple scenarios
FutureAdvisor works to create better financial outcomes for everyday families both with a direct robo-advisor and partnering with banks and brokerages to provide roboa-dvising services.
We had to create an onboarding experience that financial advisors could use to pitch to clients. However, it also had to work for direct clients too. The most challenging part? Creating a portfolio analysis to fit them all.
Design sprint
In 3 days, we brainstormed our long term vision, foundational questions, and created an art gallery of potential prototypes.
This helped us ground the tone of the feature. It needed to be empathetic yet straightforward. It needed to feel safe and also relatable.
Generative research
Partnering with our UX researcher, we found that we needed to think about two different types of users: low financial savvy and high financial savvy.
We needed a way to make it easy to consume, but with opportunities for deeper informational dives.
How could our content serve two different types of users?
Up front, I focused on a simple copy, avoiding technical language. This was tailored for lower savvy users.
When users selected Learn more, we assumed they would be more savvy investors. So, we added more technical detail.
Transparency for trust
The analysis had to include what users were already doing well. Even if it didn't let us 'sell' something, it helped us foster a more reliable persona.
Humanizing robo
Especially for our direct clients, it could be an impersonal experience. I pushed for was to refer to FutureAdvisor and our financial partners as 'we'. It made the experience feel warmer and more relational.
