In the highly competitive Swiss banking sector, a leading financial institution recognized the need to enhance its tracking and comparison tool for wealth managers, including private banks and family offices. They required the expertise of our product designers at CBTW to make the interface more user-friendly while introducing new functionalities to attract and retain clients.
The challenge: Improve usability and expand features
The existing tool, while functional, needed to be revamped to:
- Improve the user experience: The client wanted to create a more intuitive and engaging interface that would reduce the cognitive load on users when using the tracking and comparison tool;
- Increase customer acquisition: By improving the interface and expanding the tool’s capabilities, the goal was to attract new wealth management clients through an enhanced tracking and comparison tool;
- Increase functionality: The tool needed to provide greater flexibility for expert users and introduce advanced features without sacrificing ease of use for less experienced users.
Our approach: A user-centric and innovative solution
To ensure that the redesigned tool met both the client’s goals and the real-world needs of wealth managers, we took the following approach with the tracking and comparison tool:
- Stakeholder interviews: We conducted interviews with a range of professionals using the current tool to identify friction points, areas of satisfaction, and gaps in the current experience. This helped us fully understand the various interactions and needs of wealth managers.
- Collaborative design: Working closely with the product owner, development teams, marketing, and the CEO, we ensured that all aspects of the project were aligned with the company’s strategic goals and market positioning.
- Innovation through gamification: We went beyond typical banking solutions by incorporating innovative elements such as gamification features to increase user engagement in a way not traditionally used in the banking industry, contributing to the tracking and comparison tool’s success.
- Design System development: A new design system was developed in line with the company’s visual identity, ensuring a cohesive and modern user experience.
- Prototype and testing: We presented the solution as a clickable prototype that was tested by wealth managers in their real-world environment. Their feedback helped us refine and validate the tool prior to development.
- Iterative development support: Throughout the development phase, we worked closely with the technical teams, adjusting the prototype as needed to ensure that the final solution met all key objectives of the tracking and comparison tool.
The Results: A modernized, feature-rich platform
The revamped tool provided significant improvements for the client and users alike:
- Improved onboarding experience: The introduction of tutorials and onboarding features facilitated a faster and smoother adoption of the updated tracking and comparison tool for new customers.
- Modernized user interface: A clean, engaging, and easy-to-use interface reduced cognitive load, making the tool easier to use for wealth managers at all levels.
- Increased flexibility and functionality: The tool now offers greater flexibility for expert users, with additional features and functionality that appeal to both novice and advanced users, truly enhancing the tracking and comparison experience.
Conclusion: Innovating wealth management tools for the future
Through our user-centered approach and focus on innovation, we helped this Swiss banking client significantly improve the usability and functionality of their tool, positioning them for future growth in the competitive wealth management sector. The success of this project highlights CBTW’s ability to combine strategic thinking with cutting-edge design to deliver solutions that drive business value, especially in the context of a tracking and comparison tool.
Looking to enhance your tools to better serve your clients? Our Product Design & Growth Service line can help you with that.
