Appointment Management Advisor Services

Advisor Services
Appointment Management

Appointments + Scheduling Access for Premium Customer

This case study focuses on a strategy that shifts toward more IC product & UX design solutioning work. To read a more in-depth story of the problems uncovered and the solutions implemented, click here to read: Shifting Mobile Advice Strategy from Scheduling to Relationship Support

Summary

Global leaders in financial investments and retirement needed a way to add appointment and scheduling visibility to their native mobile apps for their premium customer segment and reduce lost revenue from incomplete or
no-show appointments.

CLIENT

Financial Investment & Retirement Management

ROLE

Sr. UX Strategist, Mobile Lab Lead

DIVISION

Advised Services

TIMELINE

Feb 2022 - Oct 2023

Getting Started:

The heart of the matter

While the current mobile app can serve the majority of customers using digital services, the needs of the personal advice customer segment are more complex, and this customer base goes beyond the basics of viewing performance or total assets. The business missed out on opportunities for personal advice every year due to lost advisor time. The loss of revenue over time is a commodity that cannot be recouped once incurred. The company sought a way to reduce missed and no-show appointments to help advisors manage their time better and recoup that time.

In collaboration with the advisor team and working with the ux, research, and analytics teams to conduct testing and dive deep into the data, I began to see patterns emerging in appointment and scheduling themes that led us to the reasons behind the low app usage and adoption among our personally advised customers.

The accumulation of data surfaced:

Lack of access to premium features specific to the Personal Advised customer segment
Ability to interact with sections or features relevant to advised customers
Complete the task, or focus on why the customer needs it, to complete the cycle of intent.

Working with this construct and the themes surfaced in the data and research, I devised a strategy and roadmap to implement segments of the solution in increments that could be tested and verified with customers at each stage. Aligning each case based on a concept and framework I established on previous projects known as the hierarchy of data.

Customer feedback on appointment management centered not just on the ability to view upcoming appointments on mobile, which has significantly improved, but also on the ability to edit or schedule appointments at their convenience. This concept or level of access wasn't available to this customer segment, but was identified as the most important for customers with access to live advisor services.

Mapping of the user research into themes segmented out to build phased roadmap

Flow display low level wireframes of concept to gain feedback and by-in from stakeholders

Launching mobile appointments now allows customers to not just view but schedule and manage appointments with a more robust agenda builder to help advisors be more effective when meeting with advised customers.

Display view of high-fi wireframes on mobile providing access to features not previouly available

Project Details

Investment Advisor Services Appointment Management

Role: UX Strategist, Specialist CXD Mobile responsible for aligning advice services features between mobile and web and enhancing advice customers experience on mobile to drive adoption and provide access to services.
Timeline: May 2022 - April 2023
Division: CXD Mobile Advice Lab, including Personal Advice, Digital (Robo) Advice, Wealth Management
Project: Advice Hub

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