Transitioning to a self-serve myMAWER portal experience
Overview
Self-serve functionality was introduced to empower clients within their portal experience. Wireframing and prototyping provided a vision for features like updating personal details, managing beneficiaries, and initiating account transfers.
Role
UX Designer - wireframing, facilitating
Team
Client Experience Lead, MISC Dept. stakeholders
Project lifecycle
1mo
Background
The myMAWER portal was designed for an ultra-high-net-worth client segment in the private wealth and institutional investing space. Clients use it to review their investment performance, holdings, transactions, documents, and related insights that add value to their investment experience.
Additional context
Over years of internal discussions, self-serve functionality was often seen as too complex for a primary user demographic aged 50-70, despite CSAT surveys indicating some desire.
Investment Counsellors (ICs) also felt that handling personalized wealth management left little room to troubleshoot issues from self-serve features or to adopting new workflows.
Goal
Use wireframing and prototyping to demonstrate the value of automation through self-serve functionality, freeing investment counsellors from facilitating client information updates or transfers.
Learning from others
Self-serve functionality is now expected in finance and other industries; without it, users become frustrated by needing to contact support for simple updates.
The approach
In order to provide a better self-serve experience, the current state and where it fell short needed consideration.
Adjusting what's there
Settings
1 Navigation
A username dropdown was proposed to contain Settings and Beneficiaries rather than adding clutter to the main navigation.
2 Displaying the content
A left side menu was considered versus horizontal tabs for scalability.
Account Detail Views
3 Transferring funds
Management of funds as a workflow was proposed to live within contribution cards on Account Detail Views.
Phase 1 - Self-serve with status updates
Investment counsellors would need assurance of checks and balances when clients update personal information or initiate transfers. A status-based workflow with minimal manual steps could build this confidence.
Phase 2 - Self-serve proper
The ultimate goal was for investment counsellors to trust automation to handle the process, with Salesforce activity logs available for reviewing client changes as needed.
Wireframes
Personal information
E-mail notification preferences
Account Transfers
Did it make a difference?
Unfortunately, the exercise didn’t fully convince stakeholders, as it required a sizeable pivot in creating Salesforce workflows and handling client touchpoints. However, it sparked exciting discussions about future automation and back-office efficiency.
Designer lesson log
Visuals bridge divides
In professional circles, we often encounter gatekeepers who aren’t opposed but may simply need the right visuals to be convinced.
Elevating through automation
As designers, we should focus on identifying opportunities to enhance efficiency, both on the client-facing front-end and the resource-saving back-end.