1

Wealth Management Application

The Who ?

2 Understanding our customer

?

?

3

Jeffrey Thomas, 36

Jeffrey is an extremely hard-working

professional who strives to become big in

life. He passed up the chance to take over

his dad’s ranch to pursue a legal career.

He is a self-made man and earned the

money for his education than depending

on his family wealth. He hopes to retire

early and go back to his ranch one day.

T

h

e

W

h

o

?

Attorney

Annie Clark, 28

Annie has a degree in Finance and has

chosen to stay at home and manage her

family. She has never had to worry about

funds for college education or mortgage.

She hates having to call others for helping

with her financial investments and would

like applications that help her take solid

decisions

Home-maker

Lee, Min Lee, 49

Lee migrated to the United States in the

late 80’s , starting his career by doing odd

jobs and eventually set up a small

restaurant in the Chinatown in Chicago.

He recently bought a residential property

along Cermak road, south of downtown.

He is learning the digital way of life and

to trust computers and tablets

Restaurant Owner

4

Jeffrey Thomas, 36

Attorney

Location : Chicago, IL

Family : Married, 2 kids

Education : Juris Doctor (J.D)

Occupation : Successful civil attorney

Income : $300,000

• Jeffrey Thomas is a 36-year-old attorney with slightly more than $300k

in investable assets.

• He is very busy meeting clients and is always on the go.

• He is rarely in his office and relies heavily on his iPhone to receive calls,

check email, and manage his assets.

• He makes many of his own decisions, and seeks advice and validation

from experts.

• He actively checks his investment accounts and makes five to 10 trades a

month.

T

h

e

W

h

o

?

Know Your Consumer

Key Attributes

Uneasy

Price

Low

General

1-to-many

Savvy

Reputation

High

Specific

1-to-1

Comfort w/ tech

Purchase focus

Brand loyalty

Detail sensitivity

Personalization

A sample consumer profile

5

Jeffrey Thomas, 36

Attorney

Location : Chicago, IL

Family : Married, 2 kids

Education : Juris Doctor (J.D)

Occupation : Successful civil attorney

Income : $300,000

I want to make the most of my investments. When I log in to my Private

Passport application, I check the summary of my assets and liabilities. I find

that there is nothing more to do through this application. I suppose I could

check out the ‘Insights’ section to find out if there is anything I can utilize to

my advantage.

T

h

e

W

h

o

?

A sample customer journey

Consumer Thoughts

Jeffrey Thomas, 45 Attorney Avid IPhone user

Phase

of

Journey

Your client is seeking

investment ideas and

would like to set goals

based on the capital

required

Purpose

Your client would like to

discover alternatives

that cater to his or her

needs

Your client would like to

touch and play with

data and wants the app

to guide him to making

decisions by providing

personalized tips and

offerings

Your customer would

want the app to be of

self-service nature and

aid in completing the

process without

external intervention

Deep-sea diving

I tried to chart out

different alternatives

regarding investing

and felt that the app

was not complete

somehow

Investment Idea

seeking

Let me check the

Insights section to

research on new ideas

for asset creation. I

would like to set goals

to create assets

Disappointed

While evaluating, what

good is using the app if I

cannot analyze decisions

using personalized

interactive charts or

reports. Everything is

textual – like reading a

pdf file

Confused

I would like to have

decided by now but

I have asked my

family office to get

me the data I need. I

prefer self-service

I will just use this

application to check my

balances. I would need

to look for a more

personal advisor to

service me. I heard Mint

is good for digital

transactions

Resentment

Your customer is in a

region that has a highly

mature HNI population

who are not brand loyal

and hence will move

away unless serviced

well

6

T

h

e

W

h

o

?

Experience Plan Evaluate Decide Service

A sample customer journey

Design

7

Concepts

Start to Finish

without external aid

A single Device

Agnostic design

Engaging

experience to obtain

undivided attention

Make every client

feel unique

8

T

h

e

H

o

w

?

Uniform Design Self Service Interactive Personalized

Solution

We desire to implement a futuristic design which ensures that the application can participate in the start-to-finish in investment

decision making process. This application will be interactive, aid in self-service of investment seeking users and be personalized

to their needs. The below are the moods we wish to bring out in this futuristic design

9

C

o

n

c

e

p

t

Design Concept –Futuristic version

Logo

A single Device Agnostic design ensuring minimal re-learning for the clients when they log in through different devices

S

I

P

P I

S

S

10

C

o

n

c

e

p

t

Self Service

Interactive

Personalized

How have we achieved desired positioning through this concept ?

I P

Logo

A global futuristic search which can act as a lead

generator in terms of alerting us on our client’s

requirements and for helping the client utilize the

application to its maximum potential

1

2

3

4

5

6

Clients are increasingly calling for options to contact

their Relationship Manager without hassle

An important statistic for the measurement of

financial as well as emotional worth of your client. We

believe this will spur more investments

-BCG

1 2

3 4

5

6

4

This is to aid the HNI clients in setting financial targets

and allocating this money to either special investment

accounts or checking accounts to realize their goals

The application should have widgets that help the

users to aid in functional improvements in their lives.

In this design, we have strived to help self-driven HNI

to take care of their personal bills

Interactive visualizations that can make reading

accounts that much more engaging and easy

11

C

o

n

c

e

p

t

Desktop Concept- Salient Features

Logo

An important constituent of a HNI client would be the

portfolio that the client maintains and it is essential to

aid in monitoring and decision-making in this sector to

gain the trust of the client

1

2

3

The type of data visualization can be chosen by the

HNI client based on their preference. Here either table

format or graphical representation can be chosen

HNI clients are not going to read our Insights section

unless the call to action message is personalized and

so is the reports that we bring to their notice. The

more the user uses the application, the more data we

collect on them and more personalized the report we

give them becomes.

1

2

3

12

C

o

n

c

e

p

t

Desktop Concept- Salient Features

13

C

o

n

c

e

p

t

Tablet Concept

14

C

o

n

c

e

p

t

Mobile Concept

15

Thank You