Redesigning a Content Marketing Platform for Financial Advisors

04 • 11 • 2022

Redesigning a Content Marketing Platform for Financial Advisors

04 • 11 • 2022

Redesigning a Content Marketing Platform for Financial Advisors

04 • 11 • 2022

Responsibilities

Lead a team of designers for reskinning the entire platform, conducted in depth research and analysis of the existing platform and ran several workshops with the product and business team to come up with a new user experience strategy

Timeline

November 2022 → June 2023

Team

2 Designers, 4 Developers and business stakeholders

Tags

Product Design

UX Design

Product Strategy

Design System

Design Research

Workshops

Prototyping

Responsibilities

Lead a team of designers for reskinning the entire platform, conducted in depth research and analysis of the existing platform and ran several workshops with the product and business team to come up with a new user experience strategy

Timeline

November 2022 → June 2023

Team

2 Designers, 4 Developers and business stakeholders

Tags

Product Design

UX Design

Product Strategy

Design System

Design Research

Workshops

Prototyping

Responsibilities

Lead a team of designers for reskinning the entire platform, conducted in depth research and analysis of the existing platform and ran several workshops with the product and business team to come up with a new user experience strategy

Timeline

November 2022 → June 2023

Team

2 Designers, 4 Developers and business stakeholders

Tags

Product Design

UX Design

Product Strategy

Design System

Design Research

Workshops

Prototyping

Project Highlights

Project Highlights

Project Highlights

What is TIFIN Clout?

What is TIFIN Clout?

Clout is an AI powered hyper personalised content marketing platform to power sales growth in financial services. It allows financial advisors to drive more leads and referrals, accelerate conversions and build trust with both clients and prospects through effective, measurable marketing campaigns.

Clout is an AI powered hyper personalised content marketing platform to power sales growth in financial services. It allows financial advisors to drive more leads and referrals, accelerate conversions and build trust with both clients and prospects through effective, measurable marketing campaigns.

User Goals -

As a financial advisor I should be able to -

  • Discover content easily that I can share with my list of contacts

  • Create and share curated campaigns to successfully engage with my contacts

  • Easily track and follow the lifecycle of the campaigns I created

  • Receive measurable and actionable insights regarding how my campaigns are performing to indentify growth opportunities

Overview of the old experience -

Confusing home/content discovery page

This is also the first page that users land on upon signing in, it only used a horizontal scroll and the users could only see 4 articles at once which increased a lot of friction when it came to discovering articles

Key Challenges

Information Overload

Poor Interactivity

Unclear CTAs

High Friction

Campaign dashboard lacking utility

The old dashboard was just a exhaustive and unnecessarily amplified list of campaign with very little insight into anything actionable or measurable for the advisors

Key Challenges

Poor Usability

Lack of Actionability

Poor Utility

Poor measurement and data visualisation of campaign analytics

Despite aiming to provide measurable marketing campaign for financial advisors it had very poor data visualisation for their entire analytics section and failed to display measurable insights.

Key Challenges

Poor Usability

Inconsistent Patterns

No Data Visualisation

Poor Visual Hierarchy

Outdated design language

Entire platform had a very outdated design language with no consistency maintained across components, pages and design patterns. Here is an example of some of the complex iconography used on the product which failed to communicate what it is supposed to

Key Challenges

Poor Visual Hierarchy

Poor Iconography

Inconsistent Patterns

Overview of the old experience -

Confusing home/content discovery page

This is also the first page that users land on upon signing in, it only used a horizontal scroll and the users could only see 4 articles at once which increased a lot of friction when it came to discovering articles

Key Challenges

Information Overload

Poor Interactivity

Unclear CTAs

High Friction

Campaign dashboard lacking utility

The old dashboard was just a exhaustive and unnecessarily amplified list of campaign with very little insight into anything actionable or measurable for the advisors

Key Challenges

Poor Usability

Lack of Actionability

Poor Utility

Poor measurement and data visualisation of campaign analytics

Despite aiming to provide measurable marketing campaign for financial advisors it had very poor data visualisation for their entire analytics section and failed to display measurable insights.

Key Challenges

Poor Usability

Inconsistent Patterns

No Data Visualisation

Poor Visual Hierarchy

Outdated design language

Entire platform had a very outdated design language with no consistency maintained across components, pages and design patterns. Here is an example of some of the complex iconography used on the product which failed to communicate what it is supposed to

Key Challenges

Poor Visual Hierarchy

Poor Iconography

Inconsistent Patterns

Overview of the old experience -

Confusing home/content discovery page

This is also the first page that users land on upon signing in, it only used a horizontal scroll and the users could only see 4 articles at once which increased a lot of friction when it came to discovering articles

Key Challenges

Information Overload

Poor Interactivity

Unclear CTAs

High Friction

Campaign dashboard lacking utility

The old dashboard was just a exhaustive and unnecessarily amplified list of campaign with very little insight into anything actionable or measurable for the advisors

Key Challenges

Poor Usability

Lack of Actionability

Poor Utility

Poor measurement and data visualisation of campaign analytics

Despite aiming to provide measurable marketing campaign for financial advisors it had very poor data visualisation for their entire analytics section and failed to display measurable insights.

Key Challenges

Poor Usability

Inconsistent Patterns

No Data Visualisation

Poor Visual Hierarchy

Outdated design language

Entire platform had a very outdated design language with no consistency maintained across components, pages and design patterns. Here is an example of some of the complex iconography used on the product which failed to communicate what it is supposed to

Key Challenges

Poor Visual Hierarchy

Poor Iconography

Inconsistent Patterns

Problem Statement & Challenges

Upon conducting a comprehensive experience review of the platform we were able to come up with a problem statement -

Key Challenges Identified

Here are the key challenges that we identified and decided to focus on some of the major ones across the platform

Poor Usability

Inconsistent Patterns

No Data Visualisation

Poor Visual Hierarchy

Information Overload

Poor Interactivity

Unclear CTAs

High Friction

Poor Iconography

Lack of Actionability

Poor Utility

How can we improve the general usability of the platform while keeping in mind the various user types and design the platform keeping in mind their primary objective of using the platform in order to simplify the user experience and make it less overwhelming

Breakdown of the problem

Poor platform navigation and overwhelmingly complex user flows

Lack of information architecture and use of jargon resulting in poor communication

Outdated design language, lacking consistency across the platform

How we solved these challenges with the help of design?

Defining user types & their jobs to be done

Defining user types & their jobs to be done

Before getting to any solutions it was important to understand who we are designing for and hence we narrowed it down to these four main user types

Enterprise Administrator

Managing firms and user that come under the enterprise, track overall performance and impact of marketing campaigns across all firms and advisors

Financial Advisor

Create campaigns to share and engage with their contacts, track and measure impact and take action based on those insights

Firm Administrator

Managing advisors within the firm, creating campaigns and campaign materials for the advisors to share with their contacts, track overall firms performance

Compliance User

Conduct a thorough legal compliance review of all the campaign created by the financial advisors before it is sent out

Conducting alignment workshops

Conducting alignment workshops

I conducted several workshops across various divisions in order to align on the pain points, the goals and the value proposition for the users. These workshops were primarily conducted in collaboration with our advisor success department as they are the ones who are closest to the users as well as several members of the product team that helped the design team to better structure the overall user experience.

Implementing a design system

We started off with setting up a basic design system and customised the design system that's in use across TIFIN's family of products to suit Clout's platform needs. Taking the atomic approach we redid the entire navigation and laid out the states for all the foundational components that would be required for us to start designing page level layouts and flows.

Design Solutions -

New platform navigation

Brought forth certain primary navigation items that were earlier buried within various sections of the platform as well as worked on page level navigation with the help of tabs and content switchers wherever relevant and introduced a natural scroll to the platform that was missing earlier.

Key challenges we solved for

Poor Usability

Poor Interactivity

High Friction

Design Solutions -

New platform navigation

Brought forth certain primary navigation items that were earlier buried within various sections of the platform as well as worked on page level navigation with the help of tabs and content switchers wherever relevant and introduced a natural scroll to the platform that was missing earlier.

Key challenges we solved for

Poor Usability

Poor Interactivity

High Friction

Design Solutions

New platform navigation

Brought forth certain primary navigation items that were earlier buried within various sections of the platform as well as worked on page level navigation with the help of tabs and content switchers wherever relevant and introduced a natural scroll to the platform that was missing earlier.

Key challenges we solved for

Poor Usability

Poor Interactivity

High Friction

Decluttering the Discover Page

We decided to remove all the unnecessary elements from the discover page that did not have any utility. We also gave the content cards a fresh look with the help of our design system and keeping the information and CTAs contextual to the user type and their primary jobs to be done.

Key challenges we solved for

Information Overload

Lack of Actionability

Inconsistent Patterns

Poor Interactivity

Decluttering the Discover Page

We decided to remove all the unnecessary elements from the discover page that did not have any utility. We also gave the content cards a fresh look with the help of our design system and keeping the information and CTAs contextual to the user type and their primary jobs to be done.

Key challenges we solved for

Information Overload

Lack of Actionability

Inconsistent Patterns

Poor Interactivity

Decluttering the Discover Page

We decided to remove all the unnecessary elements from the discover page that did not have any utility. We also gave the content cards a fresh look with the help of our design system and keeping the information and CTAs contextual to the user type and their primary jobs to be done.

Key challenges we solved for

Information Overload

Lack of Actionability

Inconsistent Patterns

Poor Interactivity

Simplifying Campaign Creation Workflow

Creating campaigns being one of the primary use cases of the platform, it was crucial to simplify this process as much as possible because the earlier process was difficult to follow and required jumping through various steps without any clear indication of your progress

Key challenges we solved for

Poor Usability

High Friction

Lack of Actionability

No Visual Hierarchy

Simplifying Campaign Creation Workflow

Creating campaigns being one of the primary use cases of the platform, it was crucial to simplify this process as much as possible because the earlier process was difficult to follow and required jumping through various steps without any clear indication of your progress

Key challenges we solved for

Poor Usability

High Friction

Lack of Actionability

No Visual Hierarchy

Simplifying Campaign Creation Workflow

Creating campaigns being one of the primary use cases of the platform, it was crucial to simplify this process as much as possible because the earlier process was difficult to follow and required jumping through various steps without any clear indication of your progress

Key challenges we solved for

Poor Usability

High Friction

Lack of Actionability

No Visual Hierarchy

Updated Campaign Dashboard

Made the campaign dashboard a little more informative than just a listing of all the campaigns created and brought in a visual hierarchy do display the information without it being overwhelming for the user. We also introduced a campaign details page where the user is able to track in depth analytics of the campaign performance and preview the campaign.

Key challenges we solved for

Lack of Actionability

No Data Visualisation

Poor Utility

No Visual Hierarchy

New Analytics

Completely rethought and redesigned the analytics section of the platform with logical grouping that is easy to understand for any user. Using easy simple to understand language provided insights that are immediately actionable for the advisor. Providing intelligent recommendations that can be executed with one click.

Key challenges we solved for

No Data Visualisation

Lack of Actionability

Poor Utility

Poor Interactivity

Updating the compliance experience

We rethought the compliance experience and almost looked at his as an activity log for each campaign and using a timeline experience made it easy for the user to understand the campaigns lifecycle.

Key challenges we solved for

Poor Utility

Poor Interactivity

Updating the compliance experience

We rethought the compliance experience and almost looked at his as an activity log for each campaign and using a timeline experience made it easy for the user to understand the campaigns lifecycle.

Key challenges we solved for

Poor Utility

Poor Interactivity

Updating the compliance experience

We rethought the compliance experience and almost looked at his as an activity log for each campaign and using a timeline experience made it easy for the user to understand the campaigns lifecycle.

Key challenges we solved for

Poor Utility

Poor Interactivity

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