Solution / Overview
The solution centered on reimagining the WFG agent portal to create a tailored, impactful digital experience that empowered users to navigate their workflows more efficiently. By integrating user-centered design principles, the project addressed key pain points and offered a solution that was intuitive, personalized, and productivity-focused.
The previous design (left) was cluttered and made it difficult for advisors to access their most-used tools and information efficiently. The redesigned version (right) streamlines the experience, providing critical resources with minimal friction.
Key Features of the Solution:
- Interactive Dashboard: A redesigned homepage with a focus on accessibility, task prioritization, and role-based customization.
- Personalized Content: Sections that adapt to the user’s role—licensed agents gained quick access to sales tools, while senior agents could efficiently oversee team metrics.
- Streamlined Navigation: Improved layouts and tool placements made essential resources easy to find, reducing time spent searching and increasing productivity.
- Customized Design System: A unique design system tailored to WFG’s branding and functionality requirements ensured consistency and usability across the platform.
This comprehensive redesign reflected the unique needs of WFG’s agents while fostering productivity, user satisfaction, and engagement. By listening to users and iterating on feedback, the solution transformed frustration into empowerment, helping agents achieve their goals with ease and confidence.
Collaborating on a Research-Driven Approach
While the project’s direction was set before I joined, our team identified opportunities to conduct key research, including user interviews and usability tests, to refine the design. Working together, we ensured the final solution aligned with user needs, demonstrating my ability to contribute to impactful, user-centered design in a collaborative environment.
Based on insights gathered during research and testing, the following metrics were established as key indicators of the redesign’s potential success. These targets represent the outcomes expected to address the challenges identified during the project:
- Task Completion Rate: Aiming for a 95% task completion rate to ensure users can easily navigate the portal and complete key tasks with minimal friction.
- User Engagement: Setting a goal for a 20% increase in weekly logins, reflecting improved usability and user motivation to interact with the portal regularly.
- User Satisfaction: Targeting a 75% satisfaction rate, indicating a significant positive response to the tailored, intuitive design.
- Net Promoter Score (NPS): Aspiring to achieve an NPS of 40+, signifying users’ likelihood to recommend the portal to colleagues due to its effectiveness and personalization.
These metrics were not measured yet but were defined as aspirational goals, informed by user research, competitive analysis, and usability testing. They serve as benchmarks for the ongoing project and guide the iterative improvements to ensure the final solution delivers maximum value to users.
Problem
The WFG agent portal was unintuitive and inefficient, with essential tools hard to find and no personalization, leading to frustration, reduced productivity, and low engagement.
3 Key Decisions
- Conduct In-Depth Research: Focused on user interviews and usability tests to identify pain points.
- Develop a Tailored Design System: Created a consistent, scalable system aligned with WFG’s needs.
- Prioritize Personalization: Designed role-based dashboards for better task prioritization and ease of access.
Process
- Research: Gathered insights from user interviews, surveys, and usability tests.
- Prototyping: Created and tested wireframes and high-fidelity prototypes.
- Iteration: Refined designs based on feedback to improve usability and functionality.
- Customization: Built an ad-hoc, unique design system to ensure consistency and scalability.
Learnings
Redesigning the WFG agent portal reinforced the power of user-centered design. Direct user engagement uncovered critical pain points, while iterative testing ensured the final product met real needs. Developing a tailored design system demonstrated how customization enhances usability and aligns with business goals.
Collaboration was key, enabling us to balance user needs with objectives and create role-specific features that boosted engagement and productivity. This project was a reminder that impactful design stems from empathy, research, and teamwork—creating experiences that truly matter.
Final Thoughts
This project highlights my commitment to user-centered design, collaboration, and delivering impactful solutions tailored to user needs. If you’re looking for a designer who thrives on turning challenges into meaningful experiences, let’s connect and explore how I can bring value to your next project.
