Experience Design

Project: Capital One Investing - Financial Advisors' tools

Overview: To understand the tasks and needs of the Financial Advisors and their customer base in order to serve both parties with better tools and services to help garner a stronger relationship with Capital One Investing brand.

Roles: Product designer, Experience designer, Visual designer, User research

Tools: Sketch, Illustrator, Photoshop, Salesforce, HTML/CSS, Sharpie & sticky notes

Advisors Unpacked-Infographic.png

Research with Financial Advisors

We talked to Capital One Financial Advisors to understand how they spent their day, what were barriers for them, and what helped them serve their clients best. This is the overview of what we learned.


Customer research

We conducted empathy interviews with high-net worth customer-base who we called 'Delegators' from personas that existed before I started working on the team.


Value Proposition canvas: Pains + Gains

 Value Proposition Canvas  From our conversations with the Financial advisors, we were able to create a visual pains and gains canvas.

Value Proposition Canvas

From our conversations with the Financial advisors, we were able to create a visual pains and gains canvas.

Pains & Gains Categories

We grouped the pains into different categories. 


Mapping projects

I mapped our categories from the Financial Advisor & Customer themes to initiative that were already in development


Service Design Blueprints

From our conversations with FAs, customers, and different people within Capital One Investing, with the help of the greater team, I created these service design blueprints to inform and direct our understanding of the interrelationship between different customer service systems and potential opportunities within the Advice Center and In-Branch customer experience.  


Resulting Tools & Projects

  • iPads for Financial Advisors - designed and implemented internal and external branding on public facing iPads to be used in the branch

  • Financial aggregator for FAs and Customers - researched, prototyped, and branded from existing vendor platform

  • Appointment Scheduling - coordinated with BookingBug and improved upon their existing UX/UI with better flow and correct branding

  • Salesforce improvements - designed some new features and forms with sketch and Salesforce Lightning

  • Docusign - implemented Docusign for customers

  • Website - designed and implemented improvements to existing lead-gen opportunities on capitaloneinvesting.com


YEARS: 2014-2015
TOOLS: Sketch, Balsamiq, Axure, Invision, Flinto, Illustrator, Photoshop
PROJECTS: Overdraft + Funds Forecast

I was the sole designer on a Design Thinking product team that was tasked with tackling the overdraft problem. To understand how to design for a better experience when customers run out of money, we talked to customers through various empathy interviews and defined the problem from many angles. Then as a team, we attempted to come up with solutions. I was able to gain a great depth of understanding into all aspects of overdraft — from the customer standpoint as well as from the banking standpoint and how the current systems worked. 

Over the course of 4 months, we prototyped and tested prototypes. Then we learned about Service Design from our colleagues at Adaptive Path and learned how to see the big picture for opportunity. From there, I created a user flow, prototyped a few ideas, and then went on to other projects within Capital One where I could lend my overdraft knowledge including Capital One 360 Funds Forecast and an iOS project for pre-authenticated account views. 

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