EFE | Financial Wellness Launch
Designing a net-new product offering specializing in financial wellness
Leading content design on a team that designed a new product offering in hopes of diversifying offerings and targeting new user demographics.
The project
Design an online platform that offers financial counseling sessions, digital planning tools, and personalized education triggered by data-driven moments.
Background
Edelman Financial Engines is an American financial planning and investment advisory firm with over $260 billion in assets under management and more than 1.2 million clients. The company has two main business facets: Workplace and Retail. Momentum is a new offering dedicated to helping people improve their financial wellness.
Audience
This net-new offering is seeking to expand EFEs current Retail user-base from high-earners to include mid-range earners and folks with complex finances.
Discovery
To kickstart this project, our team dedicated an entire sprint cycle to discovery work. We had daily workshops where we completed competitive analysis, mood boards, and began creating user personas. Together, we compiled anything that could help us get ready to design a brand new product, including user testing data from past projects, pitch decks, and inspiration from fitness memberships.
Once we verified our user journey maps with the project leads, I partnered with a UX Designer to start wireframing. We started off super lo-fidelity, with just a few sketches on paper — but we soon realized that we needed to bring in some users to make sure we were creating something that brought them real value.
User testing
To inform the product’s information architecture, I worked with our research team to recruit participants for an open card sort. We provided a sample set of topics and asked participants to sort them into categories. That data was compiled, analyzed and reported back a clear trend — which went on to inform the primary navigation of the site.
Once data collection was complete, I facilitated a workshop with Marketing to determine how we would name the product’s navigation system. Using the data collected as the basis for my recommendations, I presented my rationale with confidence — and ultimately gained the support of my partners in Marketing.
Results
The final deliverable hasn’t been released to the public yet, so it’s confidential. For now, here’s a sneak peek at our product launch.
