JPMorgan \ B2B Financial software
High-converting sales tools for Financial Advisors
Head of Design: Advisor products
Overview
JPMorgan has a high volume of unauthenticated Financial Advisor traffic on their public website. I led a product team through the end-to-end design & strategy of a suite of portfolio management tools, apps & platforms for Advisors to manage their client’s investments, with the aim of capturing user data & aiding more effective sales.
Business goals:
🎯 Capture more portfolio data to help sell better matched products to Financial Advisors during their analysis workflow
🎯 Increase relevancy, and interest in JPMorgan fund suggestions
🎯 Automate and scale the high-touch sales cycle of selling JPMorgan funds to Advisors
Business impact
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$7.2bn fund sales were influenced by FA Tools suite
A result of increasing registrations, time in products, analyses run & engagement with fund ideas
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4 x increase in sales of promoted funds after redesign
Research-led redesign of popular investment comparison tool to increase interest and trust in fund ideas
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20% increase in registrations after growth-optimization
Converting registered users allowed us to capture their client portfolio data & sell targeted products
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“ I worked with Vanessa for several years, and she is an exceptional creative leader. Her strong understanding of the business ensured that design decisions drove real impact for both our business and our customers. She pushed my teams to aim higher and kept them focused on delivering exceptional work. Always professional and great to work with, she consistently brought out the best in those around her. Any team would be lucky to have her. "
Matt Lesle
Managing Director & Global Head of Product, JPMorgan
Key projects & outcomes
Streamlining the investment research process with an AI-first advisor workspace
Digital transformation project to explore the business impact of AI-first recommendations to help Advisors find, analyze and sell the best investments to their clients
Advisor workspace dashboard
Investment assistant
Scaling a high-touch b2b2b2c sales cycle into a direct-to-Advisor fund recommendation tool
Reducing a multi-weeks process of analyzing portfolio & making custom recommendations and allowing Advisors to analyze large data sets and see in-line ideas for better performing JPM products, based on their specific firm-standards or client needs. Users can customize their recommendations and analysis criteria.
Redesign of fund comparison tool lead to a 4x increase sales of in-app promoted funds
Optimizing for discovery & comparison of JPMorgan similar & out-performing products saw a 400% increase in users comparing & buying the products.
Product before
Product after
Growth sprints to learn, test & iterate on product adoption & acquisition saw 20% increase in registrations
We tested language and sign up mechanics to increase registrations to Advisor analysis tools by 20% year-over-year.
Version 1: Goal of getting sign ups (performed badly)
Version 3: Goal of capturing email (performed well)
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“ I worked with Vanessa for several years, and she is an exceptional creative leader. Her strong understanding of the business ensured that design decisions drove real impact for both our business and our customers. She pushed my teams to aim higher and kept them focused on delivering exceptional work. Always professional and great to work with, she consistently brought out the best in those around her. Any team would be lucky to have her. "
Matt Lesle
Managing Director & Global Head of Product, JPMorgan -
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“ Working with Ness was amazing. Her expertise as our Design Director for years brought strategic vision to every project, ensuring that the deliverables aligned perfectly with overarching business goals. Her ability to blend creativity with strategic insight resulted in exceptional outcomes that exceeded our expectations. I would highly recommend her to anyone seeking a talented, forward-thinking design leader. ”
Edith Chu
VP, Product Manager, JPMorgan
