Service 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
 

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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. 

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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. 

 
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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.  
 

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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