Henry
Henry
Henry
EXL identified an internal business opportunity to develop a wealth management search tool, leveraging its strong relationships with financial institutions. The initial design, however, lacked crucial end-user insights and technical feasibility considerations. For six months, I led the design of this tool, collaborating with two other designers, two product managers, a senior engineer, and their engineering team.
Dec 2, 2024
CLIENT
EXL Service
CLIENT
EXL Service
CLIENT
EXL Service
Role
UX/UI Designer
Role
UX/UI Designer
Role
UX/UI Designer
Service
UX Design
Service
UX Design
Service
UX Design
Objectives
Objectives
Objectives
We wanted to translate the business opportunity into a high-fidelity prototype with end-to-end user journeys that considered user needs.
Our high-level goals were to:
Create a powerful search tool that simplifies the complex search process
Give wealth manager more control over their searches through narrowing down target lists based on region, income, and other customizable signals/features
Create a wholistic platform that considers all edge cases and secondary/tertiary journeys such as campaign creation, campaign management, and analytics of campaign performances
Explore opportunities to incorporate GenAI
We wanted to translate the business opportunity into a high-fidelity prototype with end-to-end user journeys that considered user needs.
Our high-level goals were to:
Create a powerful search tool that simplifies the complex search process
Give wealth manager more control over their searches through narrowing down target lists based on region, income, and other customizable signals/features
Create a wholistic platform that considers all edge cases and secondary/tertiary journeys such as campaign creation, campaign management, and analytics of campaign performances
Explore opportunities to incorporate GenAI
We wanted to translate the business opportunity into a high-fidelity prototype with end-to-end user journeys that considered user needs.
Our high-level goals were to:
Create a powerful search tool that simplifies the complex search process
Give wealth manager more control over their searches through narrowing down target lists based on region, income, and other customizable signals/features
Create a wholistic platform that considers all edge cases and secondary/tertiary journeys such as campaign creation, campaign management, and analytics of campaign performances
Explore opportunities to incorporate GenAI
Process
Process
Process
We developed a cohesive brand system with a refined logo, typography, and color palette, resulting in a more recognizable and impactful brand image.
The new identity was successfully launched across digital and print platforms, reinforcing brand consistency and increasing audience engagement.
We developed a cohesive brand system with a refined logo, typography, and color palette, resulting in a more recognizable and impactful brand image.
The new identity was successfully launched across digital and print platforms, reinforcing brand consistency and increasing audience engagement.
We developed a cohesive brand system with a refined logo, typography, and color palette, resulting in a more recognizable and impactful brand image.
The new identity was successfully launched across digital and print platforms, reinforcing brand consistency and increasing audience engagement.
Persona
User stories
User journeys
Persona
User stories
User journeys
Persona
User stories
User journeys
Feedback
Feedback
Feedback
After several rounds of internal user testing and initial presentations to potential users, we acquired helpful feedback that would help us improve the product for final development and release. Many users were excited about the potential of the product and conceptually sold on the idea. However, users were unable to figure out how to accomplish the tasks nor follow the main user journey with ease. They found the layout to be unintuitive and overwhelming, and they were getting distracted by features that were bells and whistles at this point.
After several rounds of internal user testing and initial presentations to potential users, we acquired helpful feedback that would help us improve the product for final development and release. Many users were excited about the potential of the product and conceptually sold on the idea. However, users were unable to figure out how to accomplish the tasks nor follow the main user journey with ease. They found the layout to be unintuitive and overwhelming, and they were getting distracted by features that were bells and whistles at this point.
After several rounds of internal user testing and initial presentations to potential users, we acquired helpful feedback that would help us improve the product for final development and release. Many users were excited about the potential of the product and conceptually sold on the idea. However, users were unable to figure out how to accomplish the tasks nor follow the main user journey with ease. They found the layout to be unintuitive and overwhelming, and they were getting distracted by features that were bells and whistles at this point.
Iterations
Iterations
Iterations
Three primary questions informed my design strategy in the second stage of HENRY's design.
Where can we simplify unnecessary complexities?
How do we encourage deeper engagement?
How do we build for future scalability?
Redefining the Scope
To declutter unnecessary features that were distracting the users, we trimmed user stories of features that users reported as not useful, as well as features and pages that were not ready to be fully fleshed out. We found from usability tests that users did not find a lot of the graphical information useful or easy to understand. Then we added user stories that would enhance the user's ability to work their way through the flow. For example, users reported that being able to select a persona would help them narrow down a scope.
Concept testing for campaign creation layout
The initial design had a two-step stepper that allowed users to enter the details of the new campaign in step one and finalize/confirm the information in step two. As we refined the target list creation process, we decided that the campaign creation could also be simplified. After some debate about whether to keep a consistent layout as the target list creation process, we landed on wireframe C as our final design because it allowed users to see the impact of their choices and clearly visualize their campaign.
Concept testing for target list creation layout
Though the initial design contained all the functionalities listed in the product's requirements, users found the journey confusing to navigate because all the information was congregated on one page. Furthermore, the design made development challenging because to run the search on large populations required time, which to the user appeared as a lag in the system. To simplify the user's experience and improve technical feasibility, we pivoted the design to segmented steps that would focus the user's attention on one task at a time. This worked well because it helped to reinforce the linear nature of the user journey, allowing the user to comb through each step. From the three wireframes (i.e., A, B, and C above), we conducted a concept testing, which helped us discover that wireframe B worked best because (1) keeping the primary buttons outside the main container naturally guided users to their main CTA and built the association of being transitioned to another page, while keeping secondary and tertiary buttons inside the container helped users associate those actions as part of the step itself, and (2) a horizontal stepper was preferable to a vertical stepper because it could more effectively accommodate increasing complexity and size in the content.
Concept testing for particularly problematic areas
Step three of the target list creation posed the most challenging usability issues because of its plethora of user stories it needed to incorporate. Since our goal was to streamline the experience into simple steps, we also needed to consider how to reduce complexity on this page and maintain design patterns users would've become accustomed to in the first two steps. Wireframe A shows all the components that needed to be part of this step. Wireframe B, C, and D were concept tested to see which users found most intuitive. Users found it difficult to locate the secondary tasks of "Save Signals" and "Update Graph". In wireframe C, too many actions were congregated into one area, which posed usability issues, and in wireframe D, it seemed to users as though there were two steps rather than one. The final design, which was the most effective in concept testing, shows the solution, which organizes the actions on one side to reiterate that it is a singular step, and structures the actions in hierarchies using different level of buttons and containers, which helps the user to instinctively understand their primary and secondary tasks.
Three primary questions informed my design strategy in the second stage of HENRY's design.
Where can we simplify unnecessary complexities?
How do we encourage deeper engagement?
How do we build for future scalability?
Redefining the Scope
To declutter unnecessary features that were distracting the users, we trimmed user stories of features that users reported as not useful, as well as features and pages that were not ready to be fully fleshed out. We found from usability tests that users did not find a lot of the graphical information useful or easy to understand. Then we added user stories that would enhance the user's ability to work their way through the flow. For example, users reported that being able to select a persona would help them narrow down a scope.
Concept testing for campaign creation layout
The initial design had a two-step stepper that allowed users to enter the details of the new campaign in step one and finalize/confirm the information in step two. As we refined the target list creation process, we decided that the campaign creation could also be simplified. After some debate about whether to keep a consistent layout as the target list creation process, we landed on wireframe C as our final design because it allowed users to see the impact of their choices and clearly visualize their campaign.
Concept testing for target list creation layout
Though the initial design contained all the functionalities listed in the product's requirements, users found the journey confusing to navigate because all the information was congregated on one page. Furthermore, the design made development challenging because to run the search on large populations required time, which to the user appeared as a lag in the system. To simplify the user's experience and improve technical feasibility, we pivoted the design to segmented steps that would focus the user's attention on one task at a time. This worked well because it helped to reinforce the linear nature of the user journey, allowing the user to comb through each step. From the three wireframes (i.e., A, B, and C above), we conducted a concept testing, which helped us discover that wireframe B worked best because (1) keeping the primary buttons outside the main container naturally guided users to their main CTA and built the association of being transitioned to another page, while keeping secondary and tertiary buttons inside the container helped users associate those actions as part of the step itself, and (2) a horizontal stepper was preferable to a vertical stepper because it could more effectively accommodate increasing complexity and size in the content.
Concept testing for particularly problematic areas
Step three of the target list creation posed the most challenging usability issues because of its plethora of user stories it needed to incorporate. Since our goal was to streamline the experience into simple steps, we also needed to consider how to reduce complexity on this page and maintain design patterns users would've become accustomed to in the first two steps. Wireframe A shows all the components that needed to be part of this step. Wireframe B, C, and D were concept tested to see which users found most intuitive. Users found it difficult to locate the secondary tasks of "Save Signals" and "Update Graph". In wireframe C, too many actions were congregated into one area, which posed usability issues, and in wireframe D, it seemed to users as though there were two steps rather than one. The final design, which was the most effective in concept testing, shows the solution, which organizes the actions on one side to reiterate that it is a singular step, and structures the actions in hierarchies using different level of buttons and containers, which helps the user to instinctively understand their primary and secondary tasks.
Three primary questions informed my design strategy in the second stage of HENRY's design.
Where can we simplify unnecessary complexities?
How do we encourage deeper engagement?
How do we build for future scalability?
Redefining the Scope
To declutter unnecessary features that were distracting the users, we trimmed user stories of features that users reported as not useful, as well as features and pages that were not ready to be fully fleshed out. We found from usability tests that users did not find a lot of the graphical information useful or easy to understand. Then we added user stories that would enhance the user's ability to work their way through the flow. For example, users reported that being able to select a persona would help them narrow down a scope.
Concept testing for campaign creation layout
The initial design had a two-step stepper that allowed users to enter the details of the new campaign in step one and finalize/confirm the information in step two. As we refined the target list creation process, we decided that the campaign creation could also be simplified. After some debate about whether to keep a consistent layout as the target list creation process, we landed on wireframe C as our final design because it allowed users to see the impact of their choices and clearly visualize their campaign.
Concept testing for target list creation layout
Though the initial design contained all the functionalities listed in the product's requirements, users found the journey confusing to navigate because all the information was congregated on one page. Furthermore, the design made development challenging because to run the search on large populations required time, which to the user appeared as a lag in the system. To simplify the user's experience and improve technical feasibility, we pivoted the design to segmented steps that would focus the user's attention on one task at a time. This worked well because it helped to reinforce the linear nature of the user journey, allowing the user to comb through each step. From the three wireframes (i.e., A, B, and C above), we conducted a concept testing, which helped us discover that wireframe B worked best because (1) keeping the primary buttons outside the main container naturally guided users to their main CTA and built the association of being transitioned to another page, while keeping secondary and tertiary buttons inside the container helped users associate those actions as part of the step itself, and (2) a horizontal stepper was preferable to a vertical stepper because it could more effectively accommodate increasing complexity and size in the content.
Concept testing for particularly problematic areas
Step three of the target list creation posed the most challenging usability issues because of its plethora of user stories it needed to incorporate. Since our goal was to streamline the experience into simple steps, we also needed to consider how to reduce complexity on this page and maintain design patterns users would've become accustomed to in the first two steps. Wireframe A shows all the components that needed to be part of this step. Wireframe B, C, and D were concept tested to see which users found most intuitive. Users found it difficult to locate the secondary tasks of "Save Signals" and "Update Graph". In wireframe C, too many actions were congregated into one area, which posed usability issues, and in wireframe D, it seemed to users as though there were two steps rather than one. The final design, which was the most effective in concept testing, shows the solution, which organizes the actions on one side to reiterate that it is a singular step, and structures the actions in hierarchies using different level of buttons and containers, which helps the user to instinctively understand their primary and secondary tasks.
Impact
Impact
Impact
The second iteration of HENRY was much more successful in its testing. Users were easily able to navigate the end-to-end journeys and accomplish the tasks they needed to do. Moreover, the product left much room for future scalability to incorporate more functionalities.
The second iteration of HENRY was much more successful in its testing. Users were easily able to navigate the end-to-end journeys and accomplish the tasks they needed to do. Moreover, the product left much room for future scalability to incorporate more functionalities.
The second iteration of HENRY was much more successful in its testing. Users were easily able to navigate the end-to-end journeys and accomplish the tasks they needed to do. Moreover, the product left much room for future scalability to incorporate more functionalities.
Reflections
Reflections
Reflections
Less is more
Simplifying complex solutions optimized user experience.
Use your words
Using words was more effective at guiding users towards the next task than icons or other visual cues.
Details, details, details
Thoughtful solutions equipped users to complete their tasks and do much more.
Less is more
Simplifying complex solutions optimized user experience.
Use your words
Using words was more effective at guiding users towards the next task than icons or other visual cues.
Details, details, details
Thoughtful solutions equipped users to complete their tasks and do much more.
Less is more
Simplifying complex solutions optimized user experience.
Use your words
Using words was more effective at guiding users towards the next task than icons or other visual cues.
Details, details, details
Thoughtful solutions equipped users to complete their tasks and do much more.
Final Product
Final Product
Final Product
Here is a short snippet of one of the main user flows of HENRY. To honour my non-disclosure agreements, this case study represents an abridged version. Please contact me if you would like a full walkthrough of the project!
Here is a short snippet of one of the main user flows of HENRY. To honour my non-disclosure agreements, this case study represents an abridged version. Please contact me if you would like a full walkthrough of the project!
Here is a short snippet of one of the main user flows of HENRY. To honour my non-disclosure agreements, this case study represents an abridged version. Please contact me if you would like a full walkthrough of the project!
