Redesign the 'All Investments' page on Vanguard's Financial Advisors site, prioritizing the desktop view. (According to the client, this is where most FAS' are accessing the site.)
conducted interviews with Financial Advisors
did competitor research
researched a variety of UX models + e-commerce experiences
extended the UI for Vanguard's style guide
proposed a number of design directions
Role: Designer (UX + Visual)
The biggest challenge was showing the products and their attributes in a digestible, scannable way. The current state had a lot of floating UI which contributed to visual overwhelm of the page.
We focused our research on Blackrock, Pimco, and iShares as these were sites that Vanguard said they looked to as competitors.
I also looked at other e-commerce sites, as Financial Advisors essentially 'shop' for an investment on this page. In addition, Vanguard expressed interest in wanting to see a vertical nav as one design direction so this is something I focused my iterations on.
Urban Outfitters (side nav + visual 'cards' for investment products)
Behance (tagging + search)
Beauty-pedia (filter side nav)
Search- Forward + Tags
The first iterations are Behance-inspired in that I looked at:
I added an in-context search with a high hierarchy (the logic behind this was that FAS advisors expressed they wanted to find products quickly; they didn't come to this page to browse)
I placed the secondary nav below 'search' so as to avoid the stripe-y effect of having two horizontal navs on top of one another
I added pills as to show which filters had been selected
Side filter nav + Grid of Products
The first iterations are Beauty-pedia inspired in that I looked at:
adding side filter nav
looked at list view vs grid view of products
+ Products as Visual Cards
Urban Outfitters inspired
The first iterations are Urban Outfitters inspired in that I looked at:
card treatment for products
side nav accordian style
addition of number of funds, smaller hierarchy
The client responded really well to the first two proposals and while they also liked the last one, they felt that the cards didn't provide a quick enough read for FAS advisors to compare products.
They ultimately went with Direction Number 1.