Edward Jones Principal, Marketing - Client Attraction
We built a re-imagined digital platform—using easy-to-understand, interactive and transparent tools— empowering clients to manage their financial lives with confidence. We designed the online and iOS and Android mobile-app platforms using extensive qualitative and quantitative research including: 150 in-person client interviews, surveying 3,000 investors, 12 two-week design-thinking sprints (8-12 clients per sprint), and six months observing interactions at branch offices nationwide. Research revealed setting and tracking long-term goals as clients’ top priorities. The platform allows clients to monitor retirement-goal progress in real time and collaborate with their financial advisors regarding new goals, milestones and lifestyle tradeoffs. It strengthens the financial advisor-client relationship by empowering advisors to have more meaningful client conversations, tracking the outcomes and encouraging deeper interaction between client and financial advisor.