About
At Edward Jones, I spearheaded the Best Interest Actions project, leveraging advanced Salesforce Marketing Cloud integration to enhance client journeys and deliver more tailored, meaningful interactions. By crafting a seamless experience, the project aimed to simplify the process of account funding while aligning closely with the firm’s commitment to acting in the best interest of its clients. This strategic approach not only improved user engagement but also drove measurable results, supporting the organization in achieving its business objectives while reinforcing trust and value in client relationships.
Client
Edward Jones
Category
Concept Design
,
UX
Year
2024
Midway through the Best Interest Actions project at Edward Jones, the focus was on transforming a conceptual idea into a practical solution that could seamlessly integrate with MoneyGuidePro. This concept was part of a broader initiative within the Nudge Engagement strategy, designed to drive meaningful interactions and increased engagement through Edward Jones’s Online Access platform. Collaborating closely with design analysts and design thinking leaders, I conducted in-depth research to identify key user pain points and opportunities for improvement. By applying a design-thinking approach, we explored multiple iterations, refining the experience to ensure it aligned with both user needs and business goals. This involved creating intuitive user flows that guided clients through account funding processes, empowering them to make informed decisions while minimizing friction. The integration of this concept with MoneyGuidePro was a pivotal element of the strategy, allowing users to explore personalized financial insights and actionable recommendations directly within Online Access. This thoughtful design approach not only reinforced Edward Jones’s commitment to acting in the best interest of its clients but also laid the groundwork for generating sustained engagement and value through the platform.
This process demonstrated the value of collaboration, iteration, and a deep commitment to a user-first approach. By engaging directly with clients and financial advisors, we uncovered meaningful insights that shaped a product designed to resonate with both audiences. The enthusiasm and high satisfaction ratings we received validated our approach and highlighted the importance of prioritizing user needs while balancing business objectives and technical constraints. The updated designs fostered engagement, strengthened relationships, and provided actionable pathways for users to achieve their goals, ultimately aligning with the broader mission of driving measurable outcomes like increased AUC. Gaining strong buy-in from stakeholders further reinforced the impact of our work, ensuring alignment across teams and paving the way for implementation. This project exemplifies the power of iterative design to deliver solutions that not only meet immediate objectives but also establish a foundation for continuous improvement. By blending thoughtful design, stakeholder collaboration, and a focus on user value, we’ve created a framework for future enhancements that will continue to drive meaningful client and business success.
