Marketing Campaign
New Feature
My Role: Advisory UX Designer
Project Overview
eMoney Advisor, a FinTech company, provides financial planning software using the motto “Helping people talk about money”. Features include financial advisor budgeting tools, data analytics, financial wellness, marketing and more.
Financial advisors are quite busy and often times, there is a minimal amount of time to concentrate on marketing their brand, offerings and benefits. We created a feature allowing advisors to compose targeted email and social media campaigns for their clients in a minimal amount of time.
Workflows
Numerous workflows were created before wireframing began. User surveys, both internally and externally, were conducted on these workflows to determine a seamless interaction.
Wireframes
Once the workflows were solidified, I moved onto creating countless wireframes. This campaign feature consists of both an advisor and a client facing experience.
User Interviews
While the workflows utilized user surveys as our testing method, our wireframes were presented in person for user interviews. Traveling from Rhode Island to Texas, myself and our head of UX Research conducted 8 interviews in total, strategically chosen from our panel of users and non-users of our application.
Our interviews were held in beautiful Austin, Texas.
Heuristic Inspection
The UX Research team conducted a heuristic inspection on a portion of this new feature, starting with the main sections of the experience. This robust document provided essential comments and suggestions to further improve our designs. Changes were made incrementally throughout multiple sprints.
Final Thoughts
eMoney’s marketing product has evolved from the ability to send basic emails to now distributing an entire marketing drip campaign. Being a part of the evolution over the course of two years plus future user testing has proved invaluable. From stakeholder interviews, team collaboration, Zoom meetings and many, many iterations, we were proud to deliver a product hundreds of financial advisors were able to utilize.
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