Edelman financial engines

Project Overview

Edelman Financial Engines embarked on a transformative organizational rebranding initiative, necessitating a holistic reimagining of UX for all product pillars, with my main focus dedicated to the Momentum product. This ambitious rebranding initiative mandates a comprehensive redesign of the UX/UI for both internal and external interfaces, leveraging cutting-edge design principles to elevate the overall user experience. The rebranding project stands as a multifaceted initiative, strategically crafted to breathe new life into the brand identity while optimizing user interactions across digital platforms for Edelman Financial Engines, a leading financial advisory firm. This initiative is fueled by the imperative to synchronize the new brand with contemporary design paradigms, augment user engagement, and forge a unified, intuitively navigable digital and mobile footprint.

SOlution

Edelman Financial Engines is revolutionizing its digital experience through a strategic organizational rebranding initiative. Our solution involves a meticulous UX/UI redesign, employing responsive design principles and data-driven insights to create personalized and intuitive user journeys. The rebrand focuses on refreshing the brand identity, incorporating visually appealing elements, and enhancing interactivity to boost user engagement. Seamless integration across platforms ensures a cohesive brand presence, while continuous improvement through analytics guarantees ongoing refinement based on user feedback. This holistic approach embodies our commitment to innovation and excellence in delivering a cutting-edge digital experience for both internal stakeholders and external clients in the financial advisory realm.

My Role: User Research, User Interviews, IA, UI Design, Prototyping

Tools: Figma, Miro

Discovery & research

Cross-Functional Partnership

Collaborated closely with the branding, marketing, and communications teams to cultivate a cohesive UX vision for the comprehensive rebranding of the Momentum product shown below. Leveraging insights gathered from user interviews and aligning them with the brand's strategic goals, our collaborative effort aimed to seamlessly integrate the brand refresh into the Momentum digital experience. By fostering synergy between design principles and brand identity, we ensured that the user journey not only met functional requirements but also resonated with the refreshed brand image. This partnership enabled a holistic approach, where the UX vision became a pivotal element in enhancing user engagement and satisfaction throughout the rebranding process.

user interviews

User interviews for the rebranded financial wellness tool unveiled crucial design considerations. Users prioritize a personalized UX/UI that aligns with individual financial goals, emphasizing the necessity for easy goal-setting and visualization. Accessibility is paramount, with users stressing the need for inclusive design and clear interfaces to cater to diverse needs. Simplicity is key, as users underscore the importance of visually clear interfaces and intuitive data visualizations for easy comprehension. These insights guide us towards a user-centric, accessible, and visually clear design approach for an optimal financial wellness tool.

These are some of the key take aways from the interviews:    

KEY INSIGHTS

  1. Users expressed a strong preference for a personalized UX/UI that adapts to individual financial goals and situations. The ability to easily set, track, and visualize financial goals within the interface was deemed essential for user engagement.

  2. Accessibility considerations were highlighted in the UX/UI, emphasizing the importance of inclusive design practices to accommodate users with diverse needs and abilities. Clear and adaptable interfaces were identified as critical for reaching a broad user demographic.

  3. Participants emphasized the need for a visually clear and uncluttered interface, highlighting the importance of intuitive data visualizations and language that simplifies complex financial information for easy comprehension.

UI mockups

Leveraging robust cross-collaboration initiatives among marketing, branding, and communications, we embarked on the development of a comprehensive, intuitive financial wellness check-up tool. This initiative not only mirrored the essence of the new brand but also strategically tackled pivotal user insights. The synergy fostered by these collaborative efforts played a pivotal role in crafting a user-centric solution that seamlessly aligns with modern design principles, ensuring a holistic and engaging financial wellness experience.

There are some screenshots of the redesign below illustrating the user flow for the financial wellness check up for the Momentum product.