Role
Senior UX Designer
Industry
Finance
Personalization Feature: Share content
Enabling financial advisors with data-driven insights on PrinAm.com
Financial advisors operate with precision, personalization, and proactive strategies, using data and advanced analytics to identify opportunities, customize recommendations, and strengthen client relationships. They require tools such as portfolio builders, performance trackers, and real-time market insights to provide diversified investment options and data-backed guidance. However, many advisors are not actively using PrinAm.com, the asset management platform built to deliver insights, actionable data, and efficient tools for they day-to-day work. Our Objective: Increase Platform Adoption We are enhancing PrinAm.com to become an essential resource for advisors. The first phase introduces personalized, interactive features designed to: - Deliver immediate value with customized, relevant insights - Increase brand visibility by establishing PrinAm as a daily-use tool - Create a foundation for future functionality and deeper integration These improvements make PrinAm.com more practical, data-focused, and aligned with advisor workflows—transforming it from an overlooked platform to a critical business tool. In this project, as a UX Designer, I led the research and alignment process across multiple teams and stakeholders. I defined and facilitated a Lean Inception consisting of 8 key workshops—including the kickoff, elevator pitch, "Not List," persona definition, user journey mapping, and sequencer sessions, finishing in a draft product roadmap. I personally conducted several facilitations while training team members to lead others, ensuring cross-functional collaboration. Using insights from this inception, I structured the discovery and delivery process for this new feature: - Evaluated the current state of PrinAm.com - Developed user flows to guide stakeholder discussions - Led collaborative user flow mapping with the team - Executed competitive benchmarking to identify industry patterns - Ran a co-creation session to align on solutions - Designed low-res prototypes for rapid validation Throughout, I prioritized user testing and accessibility standards, ensuring the final design addressed core needs while maintaining inclusivity. This approach streamlined decision-making and kept the project focused on measurable improvements.
Many clients entered the investment journey with limited clarity about their risk tolerance, which often resulted in hesitation and limited confidence when acting independently.
The opportunity was to create a digital experience that could:
Help users articulate their risk profile in a meaningful way.
Connect that profile to suitable investment funds.
Increase confidence at the moment of decision-making, at scale.
PROBLEM FRAMING
The core problem was not “users can’t answer questions,” but rather:
Users complete profiling tools without fully understanding or trusting what the result means for their financial decisions.
To understand this gap, I combined multiple inputs:
Benchmark analysis of existing investor simulators.
Persona analysis based on internal customer data.
Qualitative interviews with users and stakeholders.
KEY INSIGHTS:
Users were comfortable progressing through the flow, but hesitated when interpreting the outcome.
They wanted reassurance that the recommendation reflected their personal goals and constraints, not just a generic risk score.