Onboarding to Advice for Vanguard
Creating a new onboarding experience for Vanguard's Personal Advisor Services
The problem
The onboarding experience for Vanguard's Personal Advisor Services (PAS) was outdated, with customers primarily signing up over the phone.
The goal
Create a seamless, user-friendly digital onboarding experience for Vanguard customers.
The audience
Vanguard customers and prospects.
Process
01 - Design
In the design phase, we focused on creating a user-friendly and intuitive onboarding experience. Extensive user research was conducted to understand the needs and pain points of Vanguard's customers. We developed wireframes and prototypes to visualize the new onboarding journey, ensuring a seamless and engaging experience from start to finish.
02 - Build
During the build phase, we translated our designs into a functional product. Designers, developers, and product managers worked closely together to ensure the implementation stayed true to the design vision. Using agile methodologies, we iteratively developed and refined features, incorporating user feedback throughout the process.
03 - Test
Testing was critical to ensuring the reliability and effectiveness of the new onboarding experience. Comprehensive usability testing sessions were conducted to identify any issues or areas for improvement. This included A/B testing different elements of the onboarding process to determine the most effective design choices. Regular feedback loops allowed for data-driven adjustments and enhancements.
04 - Launch
The launch phase culminated our efforts, rolling out the new onboarding experience to Vanguard customers. Coordinated efforts ensured a smooth transition from the old system to the new one. We closely monitored user engagement and feedback post-launch, ready to address any issues and make further improvements as needed.
Solution
We created a whole new onboarding experience, from logging in to the first appointment with an advisor.
The Onboarding Dashboard
After logging in, the Onboarding Dashboard serves as the user's central hub for navigating the onboarding process.
My aim was to create a friendly, conversational onboarding experience in line with Vanguard's existing style.
The Risk Profile and Asset Mix
As users complete the Onboarding Dashboard, they take a risk assessment, which determines their risk profile and suggests an ideal asset mix.
Our redesign enhanced the onboarding experience and reduced support calls by 25% in the first month.
Reflection
Challenges
Multi-team collaboration: Working as a shared resource between two labs required careful time management and communication to ensure alignment and smooth project transitions.
Navigating regulations: The financial industry's strict regulations led to design constraints and occasional rework. This required flexibility and creative problem-solving.
Lessons learned
The value of cross-team communication: Regular touchpoints and clear communication channels were essential for success in a multi-lab environment. Establishing shared expectations and priorities early on streamlined collaboration.
Adaptability in a regulated environment: I learned to embrace constraints as an opportunity for innovation. Working within regulations fostered creative solutions that balanced user needs and compliance requirements.
Patience as a design virtue: The iterative nature of working in a regulated field emphasized the importance of patience. It reinforced that successful design often comes from persistent refinement rather than immediate solutions.