2 minute read / experience design

Building a Prospect Experience Based on the Power of Trust

We co-created a future state prospect experience focused on combining the power of human interaction with streamlined digital tools to empower prospects and build planner trust at every step of their journey.

Challenge

Create the most human-centered prospect experience in the industry that empathizes with an individual’s unique financial journey and builds trust between client and financial planner.

Approach

Leveraged qualitative research with key stakeholders on both sides – the prospects and the financial planners – to drive empathy, inspire prototyping, and guide concept testing.

Moments of Truth

Our qualitative research uncovered that building trust in a financial planner was the first barrier stopping prospective individuals from becoming new clients. Further current state analysis and prospect insights revealed key moments of truth for building trust within the prospect’s journey. These findings laid the groundwork for co-creating the prospect experience of the future that empathizes with an individual’s unique financial journey and creates a curated yet scalable future experience that:

Provides personalized, guided exploration experiences - both digitally and human-to-human, allowing the prospect to choose their desired path forward and determine moments of high-touch service vs. self-reliance
Equips prospects with dynamic comparison tools and educational resources to inspire curiosity and build confidence
Allows the prospects to be at center of their planner matching, ensuring confidence in choice and freedom to explore alternatives

Conversation with a financial planning coordinator

"We wouldn't have been able to achieve that level of design thinking without your help. The output was fantastic, and I'm confident the strategy and the work we did together will ultimately move our business forward."

Vice President

Financial Services

Result

With the cross-functional coordination of five teams and over thirty individuals, the result was a new empathetic experience designed from prospect insights and planner expertise. Our client gained buy-in through our human-centered approach and is ready to implement the future state blueprint confidently.