Improved Advisor Efficiency by 35% at JPM Private Bank Through Integrated Portal
Explorations
New information architecture - The new information architecture was guided by the principle that users of complex applications often pursue broad, unstructured goals through nonlinear workflows. As noted by the Nielsen Norman Group in Designing Complex Applications, "For these workflows, users may not know their exact end goal, but rather need to analyze data to look for answers."
Mapping pain-points to product requirements
In the chart below, I synthesized User Pain Points and translated them into Design Principles, which were then used to develop Product Requirements in collaboration with product managers and stakeholders.
Essential functionalities
We discovered that advisors tend to create workarounds or shortcuts that may expose sensitive data to outside applications, thus invoking legal issues. Businesses leaders are concerned with advisors' performance due to complicated verification processes. In comparative terms, Chase's advisor platform lags against rivals such as Morgan Stanley that provides instantaneous, consolidated views for both consultants and customers.
Information architecture
Based on the new information architecture (IA), we conducted a quick audit of advisors' typical day-to-day activities and identified five essential functionalities that cover 90% of their tasks.
In other words, if we design and implement these five functions effectively within the Wealth Portal, advisors should no longer need to leave the Portal or deal with the 10-digit ID issue.
The five functions are: Dashboard (Portal), Strategy Builder, Portfolio Insights, Account Opening, and Trading.
Design principles
Also based on user insights, we defined Design Principles as follows:
Allow users to go back & forth between multiple apps.
All edits are contained within one screen (progressive saving) so users can be interrupted and come back.
Avoiding rigid, linear workflows that force users through a set of actions with no escape hatches.
Minimal changes while large impacts for both Users/Business.