BNY MELLON/PERSHING X
Advisor wealth management platform
Creating an insights driven client account onboarding experience
Project B2B Investment/Trading Platform Role UI/UX Design Lead Agency Publicis Sapient
Challenge
BNY Mellon’s adviser platform Nexus® was failing to meet advisers expectations for setting up investor accounts and came with a host of issues including;
• UI/UX not intuitive or user-friendly
• Outdated 20+ year old platform requiring constant workarounds
• Unable to keep pace with industry standards and client demands
Nexus® Platform
Objective
Our project objective was to enhance the clients retention and attract new prospects. To achieve this we aimed to improve the product UX/UI by:
• Elevating usability through optimised UX journeys
• Modernising the UI
• Bolster brand perception for a more seamless and appealing experience
Approach
Journey Design
The UX/UI/CX team conducted an initial 6-week discovery phase of work to understand the current-state account opening journeys.
Design System
The team then leveraged the Pershing X Wove Platform, working within the framework of the Design System to build out new account opening journey solutions in partnership with the EMEA regional business. The Design System utilised the latest Figma features including; variables and design tokens to ensure brand consistency and component management across the global suite of Wove products.
Research & User Testing
The team completed 11 user journeys: 8 account types (GIA, ISA, SIPP etc.) and 3 maintenance paths. These aimed to benefit over 80% of the client base.
‘Happy path’ journeys were directly tested with users and insights shaped the final designs.
Figma prototype
The Outcome
A user insights driven investment platform experience
User benefits
– Guided journey design
– Single data entry
– Modern UI
– Tailored user journeys
– Faster time to complete account opening
– UI/UX enhancements based on insights
Business benefits
– Reduction in support requests and complains
– Reduction in technology complexities
– Design System foundational components to support efficient and scalable future platform enhancements
New feature design
In addition to the 11 journeys completed, the design team created solutions for 3 user requirements.
Bulk edits
Ability to select client or account details to edit across multiple clients or accounts
Track approvals
Created experience within Wove to give users the ability to log and track account applications
Templates
Introduced the ability to create, save, and access reusable data entry fields
Team
Principle Andrew Tan
CX&I Manager Emma Kenworthy
Product Director Prateek Kulshreshtha
Product Manger Ravi Bardia
UX/UI Design Lead Tim Wolf
UX Designer Hannah Yong
UI Designer Tian Huang
Data Strategy Director Ashis Patel
Data Strategist Kamalendu Chatterjee
Data Strategist Mayur Sharma
Responsibilities
– Conceptual Journey Flows
– User Journey Mapping
– User Personas
– User Research
– Wireframing
– UX/UI Design
– Design Team Management
– Prototyping (Figma)
– Design System Management