Industry Challenege ft. The Goal Diggers Team
My team and I won a 24 hr Design Hackathon at BrainStation partnered with Scotiabank.
We redesigned their wealth management website with the aim of improving onboarding interactions between wealth management advisors and clients in a shared digital space with an emphasis on newcomers and immigrants in Canada.
Secondary research, UI & Interactions
Scotiabank offers a wide variety of wealth management services and has highly skilled advisors to assist their clients.
As clients run their busy lives, they're looking for frictionless and convenient engagement with their advisors online.
The design challenge was to provide solutions to improve interactions between Soctiabank's Wealth Management advisors and clients in a shared digital space
During the 24 hours, we were asked to work in a team of 4-5 UX Designers to create a solution that addresses this need and present it to Scotiabank's Senior UX Designer and Product Designer.
We started by conducting secondary research around the problem space and ran a social listening exercise to see what people are saying about Scotiabank's wealth management products on online social forums, app stores, and social media.
From our findings, we narrowed down our target audience to immigrants/new comers in Canada.
NARROWING DOWN THE PROBLEM SPACE
The global pandemic has permanently changed paradigms, but how does this uniquely affect Canada?
Well, the number of newcomers has been ramped up to record levels with the government targeting a staggering 430 to 450,000 new permanent residents per year between 2022 to 2024.
While that is an interesting statistic, the key takeaway here is that among those newcomers 62% of newcomers in 2021 have settled in Canada through economic pathways with affluent migrants making up a large portion of these numbers.
New trends in Canada’s population have created a huge demand for wealth management services specifically targeted at new Canadians, but according to a study done by Scotiabank this year, research revealed that -
The fact of the matter is that it is imperative to seize the opportunity within this influx of new clients, not only to capitalize on profits but to provide newcomers with the confidence that they are being seen and heard when deciding on which institution to entrust with their wealth.
We believe that by implementing a newcomer section on the website and improving the interaction experience matching with advisors for newcomers, we can increase wealth management clientele by 15% within the first year of launching and increase profits by 8%.
Our team had personal connections with this experience with all five of us coming from immigrant roots and as such have stood in the same shoes with similar lived experiences as do many of you reading this. So, after discussing the current landscape for wealth management and newcomers, we considered coming up with the best solution to answer this question:
How might we help Scotia Wealth Management build rapport with newcomers to Canada to maintain a long-term positive relationship in a shared digital space?
Based on the Data collected from the interviews and surveys, we created our persona that embodies the target users -
Mohan, he’s a 26-year-old who’s just officially settled down in Metro Vancouver this year full of ambition and dreams for his future with his financial goals at the top of his list.
While he is financially literate with previous experience managing his wealth, he’s still slightly apprehensive about meeting new wealth advisors especially creating that relationship in a brand new country. He asks himself, will the advisor be able to understand his perspective? From this persona, the opportunity presented for a solution would be to provide Mohan with the tools he needs to confidently make the best-informed decision.
Adhering to the brand style guide was important. As the next step of our design process, we studied Scotia banks style guide–its brand colors and font type which further helped us take informed design decisions.
Our Key Points for designing the solution were -
Make onboarding users feel comforted and reassured to know that Scotia understands them and provides an easy guide for how they can proceed.
For users to give their personal details in a way that is brief enough to not lose their interest, but sufficiently detailed to curate results for them.
Our solution is designed to show new users that Scotia Wealth management’s goal is to match them with a curated personalized view of available advisors and make the right first impression for a positive experience.
LOOKING INTO THE FUTURE
For the next steps of this process, if given a chance, we want to conduct usability tests and hear from real users and make design iterations according to the feedback received. We would also want to conduct heuristic evaluations before we begin to create our final prototype.
Throughout this process of designing a solution for our target users, we learned quite a few things, firstly we learned that creating a solution for a specific group of people requires not only visualizing their experiences, empathizing with them, and listening to their needs, but we also wanted to clear our own assumptions and go with an evidence-based approach and research the space deeply.
Overall, with this solution, we were able to bring attention to the huge opportunity at hand and show exactly why our design solution would be the best option for Scotia Wealth Management to implement, in order to fill this gap in demand, build rapport with newcomers, and ultimately raise profits.
Asset credits - Icons: Remix Icons | Stickers/Illustrations: Flaticon | Pictures: Unsplash, Pexels
THANK YOU FOR WATCHING!
Please feel free to reach out if you would like to hear more! 👋🏻