Figma, Sketch, Miro, UserTesting.com, Google Analytics, Heatmaps, Card Sorting
Moderated usability testing, tree testing, competitive analysis, stakeholder workshops, user interviews, card sorting
This project was a key initiative in AXA IM’s broader digital transformation strategy, aimed at leveraging technology to enhance broker efficiency and client engagement. The AXA Connect broker portal dashboard was specifically designed to provide brokers with an intuitive and powerful tool for managing client portfolios and streamlining client interactions for brokers within AXA IM.
▪️ User Story: As a broker, I need a comprehensive welcome page that provides an overview of my clients’ portfolio composition, access to important documents, a graph showing Year-to-Date (YTD) performance, quick contact with AXA IM, and visibility of new notifications.
▪️ Design Challenge: Brokers required a centralised starting point that combines multiple essential functions into a single, easily navigable interface. The challenge was to present diverse and complex information (portfolio composition, performance metrics, documents, and notifications) in a way that is both accessible and actionable, without overwhelming the user.
▪️ Design Solution: deisgned a clean, modular welcome page layout that prioritises ease of access and usability. The page features distinct sections for portfolio composition , YTD performance graphs, document access, and notifications. A contact widget for AXA IM was integrated prominently to ensure brokers can reach out without navigating away from the dashboard. This design not only centralises key information but also enhances the broker’s ability to manage client portfolios efficiently, leading to improved decision-making and quicker response times to client needs.
▪️ User Story: As a broker, I need to consult general information about my clients’ portfolios.
▪️ Requirement: Access all portfolios for which the broker has a role of owner, co-owner, or legal representative. View key metrics such as the value of the portfolio, asset allocation, and detailed insights into cash and securities accounts.
▪️ Design Challenge: Brokers needed a way to quickly and efficiently access critical financial data across multiple client portfolios. The complexity of this data required a solution that balanced detailed information with usability.
▪️ Design Solution: Implemented a streamlined tile-based layout, allowing brokers to quickly access critical information like Assets Under Management (AUM), portfolio performance, and asset allocation. This solution not only streamlined access to critical information but also enhanced the brokers’ ability to respond swiftly to client inquiries, improving overall client satisfaction.
▪️ User Story: As a broker, I need detailed breakdowns of my clients’ portfolios.
▪️ Requirement: View detailed breakdowns of equities, geographical allocation, bond allocation per asset class, and alternative fund allocations.
▪️ Design Challenge: Brokers needed a clear, intuitive way to differentiate between various client portfolios and understand the detailed composition of each.
▪️ Design Solution: Used color-coding and unique portfolio identifiers to visually differentiate portfolios. Clear visual hierarchies and interactive graphs were incorporated to provide a comprehensive view of each portfolio’s composition, including equities, bond allocations, and alternative investments. This approach ensured brokers could easily analyse and compare different portfolios.
▪️ User Story: As a broker, I need to view the performance of my clients’ portfolios.
▪️ Requirement: Access performance data, including year-to-date performance, performance since portfolio creation, and overall performance on specific date.
▪️ Design Challenge: Brokers required tools to not only view but also interact with portfolio performance data in a way that would enhance their decision-making and client communication.
▪️ Design Solution: Performance tracking was a key feature integrated into the portfolio performance tab, where brokers can view performance trends over time through interactive line graphs. The wireframe included date selection tools to allow brokers to customise the performance data view.
▪️ User Story: As a broker, I need to see the transactions within my clients’ portfolios since their creation.
▪️ Functional Requirement: View transactions categorized by date, type, and amount, allowing for detailed tracking and analysis.
▪️ Design Challenge: Balancing the need for robust data security and compliance with the requirement for a user-friendly interface was crucial. Brokers needed to view sensitive transaction data without compromising security.
▪️ Design Solution: Designed sortable and filterable tables for easy transaction tracking, with secure file transfer protocols and minimal temporary data storage to meet compliance requirements.
The prototyping phase was critical in validating design solutions before full-scale development. I created interactive prototypes to be tested with users to gather feedback and refine the interface. This iterative approach ensured that the final product was both user-friendly and aligned with the strategic goals of AXA IM.
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