Case Study:Edward Jones – Starting Point
The Starting Point application is one of the outcomes of a cross-functional Client Experience (CX) Design Thinking engagement within Edward Jones facilitated by the design firm, IDEO, during which our small CX team developed a handful of concepts that we tested with prospective clients over several rounds of iteration. As part of my responsibilities during this phase of the engagement, I leveraged our internal design system Sketch UI toolkit to rapidly prototype multiple rounds of application screens and interviewed users to gain insights and feedback to inform subsequent iterations.
As the Design Thinking engagement neared its end, the COVID-19 pandemic forced the closure of Edward Jones branch locations. A small number of promising Virtual Business Enablement product concepts developed by the CX teams were selected by company leadership to enter into an accelerated Minimum Viable Product phase, one of which was Starting Point, a concept that addressed prospective clients' uncertainty of how or if they could benefit from working with a financial advisor.
During a two-week sprint, I partnered with IDEO Designers, Engineers and Data Scientists to build the MVP. We moved the design prototype into Figma to accomodate IDEO and I assisted in establishing fidelity to both the Edward Jones design system and the design language developing in the concurrent Edwardjones.com redsesign project. I also created and styled Vue.js components which the IDEO engineers used to compose page templates to integrate with the Python logic in the backend.
Upon launching the Starting Point MVP, the quiz saw a 90%-plus completion rate, with over 14,000 form submissions, and 6,500-plus users following Calls To Action upon receiving their results in the first three months, helping to connect new prospective clients to our financial advisors during a time of uprecedented upheaval.
Following the success of the MVP, the firm stood up a dedicated product team to move the application from Vue/Python to a React/Java application.
Visit the live site: Starting Point