Personal Advisor Services

Roles : UX Strategist, Researcher, Information architect, Copy writer

To support Vanguard’s rapidly growing advice service, I had to know it inside and out. This map is one of the artifacts I created to distill how we support our users and business objectives.  From that solid grounding we built a comprehensive web experience tailored to the very specific needs of our clients,  and the advisors serving them - as well as achieving our business outcomes. In the first year, the service grew to 40k clients and 32 Billion AUM in the first year. and 100 Billion in AUM in less than 3 years.

Advice site redesign

For speed to market, the advice experience was built independent of the existing homepage. Based on client and advisor feedback - as well as the sustainability of our web experience over the long-term - I rethought this experience to integrate the advice features within the homepage, increase the advisor presence, prominently displaying progress against multiple factors, and nudge the client to take actions that would improve their likelihood of success.

Homepage details