UX / UI Design Data Analytics User Research
Vanguard:
Redefining Investor Journeys
INFO
“Being an investor-owner comes with real finanical power for Vanguard customers and the 'Why Vanguard' section of the retail public site aims to help them along their journey. "
Services
Platform
As the world’s second-largest asset management firm, managing nearly $8 trillion in assets, Vanguard’s retail website plays a critical role in engaging prospects and empowering clients. On the public-facing side, the site focuses on converting visitors into clients by educating them on the benefits of Vanguard and guiding them through the investor journey. As a team lead, I designed a series of retail public product pages that effectively communicated the "Why Vanguard" message, highlighting the unique aspects of the Vanguard investor experience. Collaborating with a Director of UX, Senior Product Owner, Senior Content Strategist, and Engineering Lead, I spearheaded the UX product design for the revamped "Why Vanguard" marketing page under the "Why We're Different" section. This initiative aimed to provide prospects with clear, compelling information to help them make informed decisions and confidently start their investment journey with Vanguard.
Project Role: UX Product Designer
Project Goal: To redesign and optimize the investor experience by addressing usability issues and increasing engagement with Vanguard’s digital platforms.
Challenge
Investor journeys were inconsistent and overly complex, with fragmented user flows that confused both novice and experienced users.
Approach
- Design Research / Data Analysis: Reviewed analytics to pinpoint drop-off rates and areas of friction in key user flows.
- Collaboration: Partnered with cross-functional teams, including product managers and engineers, to co-create solutions aligned with both user needs and business goals.
- Prototyping: Designed interactive prototypes to showcase new investor tools, including simplified product pages.
Solution
- Developed a unified journey map that connected pre-investment research, onboarding, and portfolio management.
- Integrated intuitive features such as step-by-step guidance, financial calculators, and visual data dashboards.
Impact
- Increased user satisfaction by 15%, as measured through post-launch surveys.
- Reduced onboarding time by 30%, enabling faster time-to-investment for new users.
- Improved user engagement metrics, including a 20% increase in platform retention rates.
