BNY MELLON

Streamlining a wealth management experience

Simplifying daily functions to enable advisers to spend quality time with their clients

Role
UI/UX Design Lead

Project type
SaaS platform

Client
BNY Mellon/Publicis Sapient

Timeline
December 2023 - March 2024

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, causing delays in account opening, impacting client attraction and retention. Pain points included:

• Outdated 20+ year old application requiring constant workarounds

• Onboarding and maintenance processes were fragmented and inefficient

• Manual data entry, inconsistent field structures, and legacy systems cause delays and errors

• User journeys didn’t support the customisation needs of different client personas

• UI/UX not intuitive or user-friendly

Objectives

The goal was to enhance BNY Mellon’s clients customer retention and attract new prospects. To achieve this we aimed to improve the product UX/UI through the following objectives:

• Create seamless, intuitive investor account opening journeys across multiple types

• Develop design solutions, leveraging the award winning Pershing X Wove platform

• Streamline internal processes and reduce manual interventions

• Design a robust, scalable, and modern data architecture

• Enable faster time-to-market for enhancements

Solution

Through extensive user research, iterative design, and testing, the team created a dev ready product packed with user-centered optimised journeys and enhanced features that exceeded client expectations.

Additional product features

Business benefits

–  Reduction in support requests and complains
–  Reduction in technology complexities

–  Design System foundational components to support efficient and scalable future platform enhancements

The Design Process

I lead the design approach through gathering insights to help drive a user-centered product solution.

Discovery

A comprehensive set of discovery sessions were run over the course of 20 weeks. Feedback was shaped into actionable insights to inform new user journeys and UX/UI design.

Key findings

Research was undertaken with four of BNY Mellons clients to understand user needs and pain points of using the Nexus platform. A synthesis of data surfaced 8 core pain points which translate into implications and opportunities for the future state journey.

Competitive analysis

We researched businesses that demonstrated best-in-class UX/UI to provide inspiration and help construct a set of design principles.

Adviser archetypes

Updated archetypes were created to represent what user needs, goals, and behaviours were based on completing investor setups and maintenance tasks.

Design

UX/UI principles

I worked with the CX lead and stakeholders to define a set of design principles. These acted as a shared set of rules and values that helped guide decision-making and ensure consistency across the product.

Journey maps

Journey maps were created based of a 6-week discovery phase of work to concept out updates to account opening flows.

Hi-fidelity journey prototypes

Using the journey maps as the guiding framework, we used the Wove design system to build out hi-fidelity journey prototypes for each account opening journey and maintenance journeys.

The team and I completed 11 user journeys that included:



• 8 account types (GIA, ISA, SIPP etc.)

• 3 new maintenance paths (templares, bulk edits, approval flows)

We planned to test ‘happy path’ journeys with the original group of users to gain insights to help shape the final designs. These user journeys aimed to benefit over 80% of the client base.

Wove design system

The Wove design system provided a rich foundation of core components from which I developed core user flows that the team and I developed into hi-fidelity prototypes for usability testing.