Advisor Complete Web Application

Kestra Financial employs hundreds of advisors that needed a centralized hub for their day-to-day activities. We built Advisor Complete to seamlessly integrate with their preferred applications and tools, including CRM, trading, performance, marketing, compliance, research, and others.

—The Ask

Create a web based application that can be accessed from any device and is scalable with an intuitive interface offering high-level business analysis as well as guidance on everyday processes.

— Our Goals

Organize the Chaos

Crafting the vision and strategy for Advisor complete was a big task that required us to bring order to all the offerings our users want. We needed to deliver a seamless experience that would not hinder their everyday workload. With all of that in mind, we identified our project plan.

01. Empathize & Define

02. Concept & Wireframe

03. Design & Iterate

04. Develop & Handoff

— Project Plan

STEP .01

Empathize & Define

Activities: External User Interviews, Internal User Interviews, Technical Analysis, Opportunity Areas

We started by conducting 20+ interviews to find insights that would inform the creation of an intuitive system that synthesizes the various needs of both external and internal users. After, we defined opportunity areas to enhance the Advisor Complete experience.

External Personas

Internal Personas

Opportunity Areas

Modular Pulg-N-Play System

Flexible UX/UI that can have role based pre-assigned elements and/or the ability for the user to customize their experience.
Personalization

Integrating personalized language, a customizable “home” page, and recommendations will create a more friendly environment for users.
Guided "Wizards"

Complex processes and forms will include usability best practices that guide users to task completion with helpful next steps at the end.
Unified Data Layer

When client data is changed in one third party application, it flows to a unified data layer, which writes the data back to other third party applications and vice versa.

STEP .02

Concept & Wireframe

Activities: Sitemap, Prioritization workshop, Wireframes,

A sitemap was developed to map out the full experience. We were tasked with designing the dashboard with expectations for their developers to build the rest. After a prioritization workshop with goals to narrow focus towards the top features, we developed a priority list and developed wireframes.

— Sitemap

— Wireframes

STEP .03

Design & Iterate

Activities: Content and design development, Design refinement

I worked with the existing brand standards to refine the design system to become more digitally supportive and flexible. We had a very collaborative design review process on each component. After each meeting, stakeholder feedback was implemented and the overall design came together with everyone’s intentions supported.

STEP .04

Deploy & Test

Activities: Design System, Testing moderation, Testing results, Product backlog

Our team create a design system to deliver to their developers. We also held several hand-off sessions with the client to support their ability to edit, and build the rest with design templates. We turned back to our users and conducted qualitative concept validation testing for the features. The resulting findings were presented, and features were put into a product backlog for implementation.

Company: Archer Malmo
Date: 2017

My Role: Lead Visual/Product Designer
Team: Visual/Product Designer, Project Manager, Strategist, Creative Director, Developers