Wealth Management Application
The Who ?
?
Understanding our customer
Jeffrey Thomas, 36
Annie Clark, 28
Lee, Min Lee, 49
h
e
Attorney
Home-maker
Restaurant Owner
W
h
o
?
Jeffrey is an extremely hard-working
Annie has a degree in Finance and has
Lee migrated to the United States in the
professional who strives to become big in
chosen to stay at home and manage her
late 80s , starting his career by doing odd
life. He passed up the chance to take over
family. She has never had to worry about
jobs and eventually set up a small
his dads ranch to pursue a legal career.
funds for college education or mortgage.
restaurant in the Chinatown in Chicago.
He is a self-made man and earned the
She hates having to call others for helping
He recently bought a residential property
money for his education than depending
with her financial investments and would
along Cermak road, south of downtown.
on his family wealth. He hopes to retire
like applications that help her take solid
He is learning the digital way of life and
early and go back to his ranch one day.
decisions
to trust computers and tablets
A sample consumer profile
Know Your Consumer
h
e
Jeffrey Thomas, 36
Attorney
h
o
?
Jeffrey Thomas is a 36-year-old attorney with slightly more than $300k
in investable assets.
He is very busy meeting clients and is always on the go.
He is rarely in his office and relies heavily on his iPhone to receive calls,
check email, and manage his assets.
He makes many of his own decisions, and seeks advice and validation
from experts.
He actively checks his investment accounts and makes five to 10 trades a
month.
Key Attributes
Location
: Chicago, IL
Family
: Married, 2 kids
Comfort w/ tech
Education
: Juris Doctor (J.D)
Purchase focus
Occupation
: Successful civil attorney
Brand loyalty
Income
: $300,000
Detail sensitivity
Personalization
Uneasy
Savvy
Price
Reputation
Low
High
General
Specific
1-to-many
1-to-1
A sample customer journey
Consumer Thoughts
Jeffrey Thomas, 36
Attorney
h
o
?
Location
: Chicago, IL
Family
: Married, 2 kids
Education
: Juris Doctor (J.D)
Occupation
: Successful civil attorney
Income
: $300,000
I want to make the most of my investments. When I log in to my Private
Passport application, I check the summary of my assets and liabilities. I find
that there is nothing more to do through this application. I suppose I could
check out the Insights section to find out if there is anything I can utilize to
my advantage.
A sample customer journey
Jeffrey Thomas, 45
Attorney
Avid IPhone user
Investment Idea
seeking
h
e
Phase
of
Journey
Let me check the
Insights section to
research on new ideas
for asset creation. I
would like to set goals
to create assets
Deep-sea diving
I tried to chart out
different alternatives
regarding investing
and felt that the app
was not complete
somehow
While evaluating, what
good is using the app if I
cannot analyze decisions
using
personalized
interactive charts
or
reports. Everything is
textual like reading a
pdf file
Evaluate
Experience
h
Plan
o
?
Purpose
Your client is seeking
investment ideas and
would like to set goals
based on the capital
required
Disappointed
Your client would like to
discover alternatives
that cater to his or her
needs
Your client would like to
touch and play with
data and wants the app
to guide him to making
decisions by providing
personalized tips and
offerings
Confused
I would like to have
decided by now but
I have asked my
family office to get
me the data I need. I
prefer self-service
Decide
Your customer would
want the app to be of
self-service nature and
aid in completing the
process without
external intervention
Resentment
I will just use this
application to check my
balances. I would need
to look for a more
personal advisor to
service me. I heard Mint
is good for digital
transactions
Service
Your customer is in a
region that has a highly
mature HNI population
who are not brand loyal
and hence will move
away unless serviced
well
Design
Concepts
7
Solution
T
h
We desire to implement a futuristic design which ensures that the application can participate in the start-to-finish in investment
decision making process. This application will be interactive, aid in self-service of investment seeking users and be personalized
to their needs. The below are the moods we wish to bring out in this futuristic design
e
H
o
w
Self Service
Start to Finish
without external aid
Uniform Design
A single Device
Agnostic design
Interactive
Engaging
experience to obtain
undivided attention
Personalized
Make every client
feel unique
Design Concept Futuristic version
Logo
C
o
n
c
e
p
How have we achieved desired positioning through this concept ?
Logo
Self Service
o
n
C
I
e
p
Interactive
P
Personalized
A single Device Agnostic design ensuring minimal re-learning for the clients when they log in through different devices
10
Desktop Concept- Salient Features
o
n
5
3
Clients are increasingly calling for options to contact
their Relationship Manager without hassle
-BCG
An important statistic for the measurement of
financial as well as emotional worth of your client. We
believe this will spur more investments
This is to aid the HNI clients in setting financial targets
and allocating this money to either special investment
accounts or checking accounts to realize their goals
A global futuristic search which can act as a lead
generator in terms of alerting us on our clients
requirements and for helping the client utilize the
application to its maximum potential
c
p
Logo
6
5
The application should have widgets that help the
users to aid in functional improvements in their lives.
In this design, we have strived to help self-driven HNI
to take care of their personal bills
Interactive visualizations that can make reading
accounts that much more engaging and easy
11
Desktop Concept- Salient Features
C
o
n
c
e
1
2
3
3
An important constituent of a HNI client would be the
portfolio that the client maintains and it is essential to
aid in monitoring and decision-making in this sector to
gain the trust of the client
The type of data visualization can be chosen by the
HNI client based on their preference. Here either table
format or graphical representation can be chosen
HNI clients are not going to read our Insights section
unless the call to action message is personalized and
so is the reports that we bring to their notice. The
more the user uses the application, the more data we
collect on them and more personalized the report we
give them becomes.
12
Tablet Concept
C
o
n
c
e
p
13
Mobile Concept
C
o
n
c
e
p
14
Thank You
15
