Reimagination of Merrill Lynch’s digital presence through a project known as a North Star.

We created a website that allowed for more personalized interactions throughout a client’s relationship with their Financial Advisor. It included a goals explorer tool, priorities tool, a client profile and account summary page, FA profiles and a FA finder tool, as well as an appointment scheduler. We designed three user flows ranging from a new client to a current client, as well as a return visit, where the site would reorganize layers based on past activity. Our layout was strategic at every step in order to keep the most relevant information at the top of the page based on each client’s needs and interests.

ROLE     Senior Experience Designer

DATE    2018