MARKETING CAMPAIGN
eMoney Advisor, a FinTech company, provides financial planning software using the motto “Helping people talk about money”.
Client
eMoney Advisor
Project Type
New Feature/Epic
Role
Principal UX/UI Designer
Strategy
Iterative Design
Software
Figma, Sketch, Balsamiq, InVision, Miro, Adobe Suite
Creations & Deliverables
User Research & Testing, Workflows, Wireframes, Prototypes
Overview
Financial advisors are quite busy and often times have a limited amount of time to concentrate on marketing their brand, offerings and benefits. We created a new feature allowing advisors to compose targeted email and social media campaigns for their clients in a short amount of time.
The Challenge
One of the key challenges in developing the new campaign feature for financial advisors was balancing flexibility with simplicity. Advisors needed a robust tool that allowed them to create detailed, personalized campaigns tailored to their clients’ needs using our internal design system all while maintaining an intuitive user experience.
Features
Drip Campaigns
Pre-made Templates
Marketing Resources
Data Analytics
Social Media Integration
Workflows
Numerous detailed workflows were created before wireframing began. User surveys, both internally and externally, were conducted using these workflows to determine a seamless interaction.
Once the workflows were solidified, I moved on to creating countless wireframes. This campaign feature consists of both an advisor and a client-facing experience.
Wireframes
User Interviews
While the workflows utilized user surveys as our testing method, our wireframes were presented in person for user interviews. Traveling from Rhode Island to Texas, our Head of UX Research and I conducted 8 interviews in total, strategically chosen from our panel of users and non-users of our application.
Cliché stock image
Results
eMoney’s marketing product has evolved from the ability to send basic emails to now distributing an entire marketing drip campaign. Being a part of the evolution over the course of two years has proved invaluable.
132%
Increase in New Advisor Subscriptions
IN 6 MONTHS
(wow, that’s a lot)