UX Research Portfolio: One-Page Case Study — Advisor Intelligence

Intelligent suggestions to grow Advisors' business — User Interviews

✨Case Study Enhanced with AI

Challenge

Financial advisors and their teams continuously seek opportunities to expand their business, yet they often overlook easily attainable growth prospects while serving clients due to the difficulty of effectively tracking these opportunities.

Solution

Advisor Intelligence is an AI-powered engine that analyzes a wide range of products across an advisor’s client base, delivering intelligent, actionable insights to help advisors drive business growth.

My Role

Planned research, set goals & scope
Defined participants (advisors, staff, support desk)
Facilitated moderated user interviews
Synthesized findings from interviews & analytics
Presented actionable recommendations; closed feedback loop with UX Design team

Stakeholders & Participants

Product Owners
Experienced Advisors
Junior Advisors, Support Staff, India Service Desk

Research Goals

Identify the key challenges financial advisors face in deepening client relationships.
Explore the need for a solution that delivers actionable insights within their workflow.
Understand the types of insights advisors find most valuable for their practice.
Assess the specific actions advisors expect to take based on these insights.

Methods

Moderated 1:1 User Interviews (remote)

Key Findings

Advisors often miss timely opportunities due to heavy workloads. For example, when a client’s CD matures and funds are deposited, advisors may not reach out promptly to reinvest those funds.
Advisors express a strong need for a solution that highlights low-hanging opportunities, enabling them to guide clients and beneficiaries toward sound financial decisions.
Advisors expect insights related to cash inflows and outflows, missing beneficiaries, estate information, and similar key financial events.
Advisors seek capabilities that allow seamless integration with their CRM, task creation, category customization, and collaboration within their practice.

Recommendations

Display time-sensitive insights at the top of the product dashboard and the Advisor Hub.
Present insights across key categories, including Cash, Beneficiaries, Trust, Estate, and Retirement.
Enable advisors to customize their view based on the types of insights most relevant to their practice.
Provide advisors with collaboration capabilities to enhance team efficiency and coordination.

Impact

Validated Business Use Cases: Confirmed key business use cases for the product and its capabilities.
Design Direction: Informed Business and UX Design teams with research findings and actionable recommendations.
Potential Business Outcomes: Enabling advisors to identify and act on more opportunities is expected to drive business growth and increase organisational earnings.
Empathy Demonstrated: Highlighted critical challenges faced by advisors and addressed them through the Advisor Intelligence product.

Reflection

Involving key stakeholders as observers improved their understanding and adoption of recommendations.
Participant screening should exclude advisors with less than one year of experience, as they do not represent the target audience.

Case Study at a Glance

Current: Advisors miss opportunities to deepen client relationships due to heavy workloads, resulting in slower business growth.
Future: Advisors identify opportunities, take timely action, strengthen client relationships, and grow their practice.