My Role

I took charge of the end-to-end redesign of RBC's Personal Investment Home Page. I served as the primary UX/UI designer and researcher across the project lifespan.

Duration

November 2023 - January 2024

Team

One Visual Designer + One Content Designer

My Role

I took charge of the end-to-end redesign of RBC's Personal Investment Home Page. I served as the primary UX/UI designer and researcher across the project lifespan.

Duration

November 2023 - January 2024

Team

One Visual Designer + One Content Designer

Investment Dashboard

Redesigning the Personal Invesment Home Page

RBC Direct Investing Home Page

I took charge of the end-to-end redesign of RBC's Direct Investment Home Page. I served as the primary UX/UI designer and researcher across the project lifespan. This project is near completion.

Duration

November 2023 - January 2024

Team

One Designer and one Content Designer

RBC Direct Investing Home Page

I took charge of the end-to-end redesign of RBC's Direct Investment Home Page. I served as the primary UX/UI designer and researcher across the project lifespan. This project is near completion.

Duration

November 2023 - January 2024

Team

One Designer and one Content Designer

Overview

The Problem

The Problem

RBC's Direct Investing Home Page is becoming outdated and could benefit from a redesign to remain competitive in the market.

The Solution

The Solution

A Home Page redesign to modernize the platform and bring new features that meet evolving client needs.

The Outcome

These ratings were gathered during high-fidelity prototype tests with six diverse investors, who unanimously preferred the RBC Home Page Design over their current platforms.

96.6/100

Visual design

96.6/100

Content clarity

95/100

Overall usability

The Outcome

These ratings were gathered during high-fidelity prototype tests with six diverse investors, who unanimously preferred the RBC Home Page Design over their current platforms.

96.6/100

Visual design

96.6/100

Content clarity

95/100

Overall usability

My Role

10

Competitor Audits

6

Interviews

4

Design Guidelines

1

Card Sort

1

A/B Test

3

Rounds of Iteration

10

New Components

2

Presentations

My Role

10

Competitor Audits

6

Interviews

4

Design Guidelines

1

Card Sort

1

A/B Test

3

Rounds of Iteration

10

New Components

2

Presentations

The Process

The Process

The Process

Discover

Heuristic Analysis

Google Analytics

Competitor Analysis

User surveys

Feedback Forums

Heuristic Analysis

Google Analytics

Competitor Analysis

User surveys

Feedback Forums

Define

Problem statement

Objectives and KPIs

Ideate

Brainstorm Solutions

Prioritize Ideas

Prototype

Low-Fidelity

Medium-Fidelity

High-Fidelity

Low-Fidelity

Medium-Fidelity

High-Fidelity

Test

Usability Tests

Surveys

Interviews

Usability Tests

Surveys

Interviews

Discover

Research & Discovery

Research & Discovery

To gain a deeper understanding of user needs, we conducted…

User Interviews & Surveys

Engaged with investment clients to gather insights on pain points and expectations.

Competitive Analysis

Studied competitor platforms to benchmark industry best practices.

Usability Testing

Observed real users interacting with the existing interface to identify friction points.

Advisor feedback forum

Collaborated with financial advisors to incorporate expert insights on client behaviors and needs.

Key Findings

Key Findings

Outdated look

“Looks like I’m thrown back 20 years in time!”

No investment graph

“I want to be able to see a graph of how my investments are doing”

Poor order of information

“The important information is at the bottom of the screen.”

Define

Creating a problem statement

Creating a problem statement

Based on the research done in the discovery phase, we created a problem statement from the perspective of our users to create empathy and align the team toward a common goal.

"As a client, I want reassurance by seeing a summary of how I’m doing and what's happening in both my accounts and markets, along with a way to quickly take action."

"As a client, I want reassurance by seeing a summary of how I’m doing and what's happening in both my accounts and markets, along with a way to quickly take action."

Defining design objectives

Based on our research and the problem statement we created, we outlined 4 design objectives to orient ourselves towards.

Enable clients to easily understand the status of their investments

Provide clients with customization and personalization options

Improve the client journey through task simplification

Showcase innovative features that clients can find value in

Defining design objectives

Based on our research and the problem statement we created, we outlined 4 design objectives to orient ourselves towards.

Enable clients to easily understand the status of their investments

Provide clients with customization and personalization options

Improve the client journey through task simplification

Showcase innovative features that clients can find value in

Ideate

Brainstorming

Brainstorming

For each of the four design objectives that were outlined, different features were brainstormed and prioritized based on whether they should be part of MVP 1 or MVP 2.

Test

Card Sort

Card Sort

20 RBC Users

Unmoderated

Optimal Workshop

Now that we knew what features to include, we needed to figure out the best way to order them on the page. We learnt that account balance was the most important, while market news and investment articles was the least important.

A/B Test

A/B Test

10 RBC Users

Moderated

Usertesting.com

Equipped with our card sort learnings, I created two designs and conducted A/B testing to figure out which one was preferred by users. Prototype Y was the clear winner.

Key Takeaways

1.

Enable customization options to meet the needs of diverse user groups

2.

Adding more features isn't always the solution and can create too much noise on the page.

3.

Begin discussions with the engineers early on to remain aligned on design feasibility

Solution

The Final Product

The Final Product

Based off of all the research insights and the corresponding design objectives, I crafted a user-centered redesign with the following features.

Design Objective #1

Enable clients to easily understand portfolio performance

Design Objective #2

Simplify tasks to reduce client effort

Design Objective #3

Provide clients with customization and personalization options

Design Objective #4

Showcase other innovative features that clients can find value in

Learnings

Challenges

Shifting Priorities

Continual project delays and deadline changes due to shifting organization priorities.

Conflicting User Feedback

Designing a globally used platform to meet the needs of everyone, from new investors to experienced ones.

Ample Constraints

Balancing design aspirations with technical feasibility and monetary restrictions.

Learnings

Challenges

Shifting Priorities

Continual project delays and deadline changes due to shifting organization priorities.

Conflicting User Feedback

Designing a globally used platform to meet the needs of everyone, from new investors to experienced ones.

Ample Constraints

Balancing design aspirations with technical feasibility and monetary restrictions.

Key takeaways

Key takeaways

1.

Enable customization options to meet the needs of diverse user groups.

Enable customization options to meet the needs of diverse user groups.

2.

Adding more features isn't always the solution and can create too much noise on the page.

Adding more features isn't always the solution and can create too much noise on the page.

3.

Begin discussions with developers early on to remain aligned on feasibility.

Begin discussions with developers early on to remain aligned on feasibility.

Looking for someone to join an awesome venture?

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Looking for someone to join an awesome venture?

Let's Connect

Looking for someone to join an awesome venture?

Let's Connect