CLIENT
UBS
UBS Wealthway is a wealth management product app for high net worth individuals.
DISCIPLINE
Digital, Product
DISCIPLINE
Digital, Branding, Concept
TEAM
Work produced at Deloitte Digital. Role: Lead designer
GCD, CD, Snr Manager, Product Managers, UX/ UI Designers (Managed remote Junior visual designers - Mumbai), Research (Doblin), FE, BE
3 Separate Workstreams: 3 Product Owners
TEAM
Work produced at Deloitte Digital. Role:
Lead designer
GCD, CD, Snr Manager, Product Managers, UX/ UI Designers (Managed remote Junior visual designers - Mumbai), Research (Doblin), FE, BE
3 Separate Workstreams: 3 Product Owners
THE CHALLENGE
Redesigning the UBS Online Services Platform
UBS wanted to redesign their online services, to engage clients in an elevated conversation about their wealth and provide confidence in helping them plan for their financial needs. UBS looked to create an iPad experience.
To create a truly client-centered experience for existing clients—through Discovery, Planning, and Advice—that enables them to thrive and drives organic growth for UBS.
THE CHALLENGE
Redesigning the UBS Online Services Platform
UBS wanted to redesign their online services, to engage clients in an elevated conversation about their wealth and provide confidence in helping them plan for their financial needs. UBS looked to create an iPad experience.
To create a truly client-centered experience for existing clients—through Discovery, Planning, and Advice—that enables them to thrive and drives organic growth for UBS.
APPROACH
Discovery
Workshops were conducted with the client and Deloittle Digital's research arm Doblin.
Goal: To clearly state and align on UBS ambition, business goals, clarify aspirations and begin to articulate the future state experience. Understanding the painpoints.
Goal: Define initial MVP prioritization of key elements of the integrated client discovery, planning, and advice journey for MVP.
THE CHALLENGE
Discovery
Workshops were conducted with the client and Deloittle Digital's research arm Doblin.
Goal: To clearly state and align on UBS ambition, business goals, clarify aspirations and begin to articulate the future state experience. Understanding the painpoints.
Goal: Define initial MVP prioritization of key elements of the integrated client discovery, planning, and advice journey for MVP.
Feature set and site map
Working closely with UX a site map was created to allow the clients forsight into
the features of the MVP. Through the workshop and audit of the old experience
the team was able to hone in on the particular areas of the MVP that was most
feasible for tech and for the clients launch date.
Building upon a Design System
Due to the nature of the project, a new design system was created based upon and modified from the original UBS style guide. Alignment meetings with Switzerland head office become an integral part of the process to get new or modified components approved and over the line.
Initial design iterations and explorations
The inital designs focused on more of a graphical representation of the clients wealth, using charts and bar graphs. However whilst working closely with the product owners this evolved into something totally different. The UX became conversational with relevant information being surfaced up to its users in a contextual manner. Prompting users to engage with its features. It became more personalized and educational for the user.
Initial design iterations and explorations
The inital designs focused on more of a graphical representation of the clients wealth, using charts and bar graphs. However whilst working closely with the product owners this evolved into something totally different. The UX became conversational with relevant information being surfaced up to its users in a contextual manner. Prompting users to engage with its features. It became more personalized and educational for the user.
SOLUTION
What is total wealth?
The digital experience is moving from a transactional app to a compelling and engaging digital conversation. A cube was created to embody the idea of the clients different aspects of wealth, each side represented the following:
Mindsets and interests: Questions on perspectives (How they view wealth and their interests)
Relationships: Important people in your life
Milestones: Timeline
Planning and advice: How UBS helps you reach your goals
Cashflow: Your income and spending
Net Worth: Your assets and liabilities
SOLUTION
What is Total Wealth?
The digital experience is moving from a transactional app to a compelling and engaging digital conversation. A cube was created to embody the idea of the clients different aspects of wealth, each side represented the following:
Mindsets and interests: Questions on perspectives (How they view wealth and their interests)
Relationships: Important people in your life
Milestones: Timeline
Planning and advice: How UBS helps you reach your goals
Cashflow: Your income and spending
Net Worth: Your assets and liabilities
Features
The features enabled clients to share different aspects of their financial life with UBS and the advisors, while using engaging and intuitive tools to define their goals in the short-term and long-term.
Testing and Insights
The refined dashboard experience resonates with UBS clients on four key themes:
Financial snapshot: Seeing the numbers behind their wealth
Holistic wealth view: Thinking about wealth in a human way
Relevant content: Getting personalized, actionable insights
Integration with FAs: Enhancing highly-valued FA relationships
Features
The app features enable clients to share different aspects of their financial life with UBS and our advisors, while using engaging and intuitive tools to define their goals in the short-term and long-term.
Testing and Insights
The refined dashboard experience resonates with UBS clients on four key themes:
Financial snapshot: Seeing the numbers behind their wealth
Holistic wealth view: Thinking about wealth in a human way
Relevant content: Getting personalized, actionable insights
Integration with FAs: Enhancing highly-valued FA relationships
Action and Insight cards
Action and relevant insight cards surface to the user, for example if a user had not yet added a milestone. These action cards prompts the user to think about their wealth, relvant statistics are also surfaced to the client. There is also a financial snapshot on the left rail.
Action and Insight cards
Action and relevant insight cards surface to the user, for example if a user had not yet added a milestone. These action cards prompts the user to think about their wealth, relvant statistics are also surfaced to the client. There is also a financial snapshot on the left rail.
Mindset and Interests – Perspective questions
This feature allows users to answer questions from UBS about their perspectives on their finances and interests.
By answering the questionare it helps provides the user contextual content that becomes surfaced up but more importantly how the financial advisor can help them.
Mindset and Interests – Perspective questions
This feature allows users to answer questions from UBS about their perspectives on their finances and interests.
By answering the questionare it helps provides the user contextual content that becomes surfaced up but more importantly how the financial advisor can help them
Set a milestone
This feature allows users to set up goals in the future.
Set a milestone
This feature allows users to set up goals in the future
Milestones timeline
This feature allows users to see all their planned goals from the past and future.
Milestones Timeline
This feature allows users to see all their planned goals from the past and future. A timeline
Educational cube
This feature allows users to explore the different parts of what makes up their wealth. It educates and poses actions for them to complete.
Educational Cube
This feature allows users to explore the different parts of what makes up their wealth. This feature educates and poses actions for them to complete..
Understanding your account balances
Clients are able to view all their assests and liabilities. They are able to paybills and transfer funds.
Understanding your account balances
Clients are able to view all their assests and liabilities. They are able to paybills and transfer funds
RESULTS
Overall metrics of success
An In-person usability study of the iPad app using a representative sample of
34% high net worth individuals was conducted.
94% indicated that the app appeared easy and intuitive to use
76% indicated that they would download the app
Story point capacity (completing more story points) has steadily trended upward over 16 two-week sprints.
Built organizational confidence both in the product and the process. praised as a role model for future digital experience development.
TESTING AND RESULTS
Overall metrics of success
An In-person usability study of the iPad app using a representative sample of
34% high net worth individuals was conducted.
94% indicated that the app appeared easy and intuitive to use
76% indicated that they would download the app
Story point capacity (completing more story points) has steadily trended upward over 16 two-week sprints.
Built organizational confidence both in the product and the process. praised as a role model for future digital experience development.