CONTEXT: The American Funds Advisor Center is a comprehensive platform designed for financial professionals to efficiently manage client accounts and access a suite of resources to support their advisory services. Operated by Capital Group, the advisor center offers a range of tools and support systems tailored to meet the needs of financial advisors.

PROBLEM STATEMENT: Financial advisors using the American Funds Advisor Center currently face challenges when seeking support or managing service-related tasks due to a lack of centralized, intuitive tools.

RESEARCH: Initial user research was conducted as stakeholder interviews to better understand the business needs. This was followed by in-depth user interviews, individual users and dyads which yielded users needs and goals. The output of those interviews was used to identify UX requirements. Next, a comprehensive competitive analysis was performed looking across the industry for best practices. As designs were taking shape, user testing in the form of clickable prototypes were assessed with users. This was done iteratively across several rounds finally culminating in the finished experience.

MY ROLE: Led the end-to-end UX process, beginning with user research to uncover insights and inform strategy, followed by defining UX requirements and creating detailed process flows. Developed wireframes and interactive prototypes to explore design solutions, and carried out visual design. Worked closely with stakeholders and development partners to insure high-quality implementation.