Helping customers growth their wealth
Building a tool that helped sales representatives and customers start wealth building together.
EIGHTFOUR was appointed UX partner to join OCBC to design a tool that could be used to facilitate the relationship between wealth manager & customers who are looking to grow their wealth.
The world of investment is becoming more accessible with a smorgasbord of options, funds and investments on offer, but at the same time infinitely more complex & confusing. Increasingly the OCBC wealth division found that their customers were becoming more investment hungry, but more unsure where to put their money.
We went about designing a tool that would assess the customers financial situation, risk profile and investment objectives & recommended suitable investments based on a customisable portfolio made up of OCBC recommendations and his/her own preferences.
How did we do it?: Over the course of 4 months, several members of the EIGHTFOUR creative team moved to the OCBC offices to work with several internal teams to prototype & design what would become the digital tool to bridge the gap between sales staff & customer.
We worked with multiple departments: Wealth Management, Customer Experience, The CX Team, Financial Services, Legal & Compliance, Operations & Tech ‘etc’ to build in all the necessary that made the experience worthwhile.
Because our wealth managers had such a wealth of knowledge & experience dealing with customers, we knew the right way to approach the prototype was with a broad overview, planning out a rough flow of how we knew customers would be most effectively brought through the process.
One aspect we had to bear in mind early on was that this tool would be used to serve many different customer profiles: New to OCBC customers, Existing customers, Premiere customers, Has advisory vs no advisory and so on.
Every customer that dealt with a wealth manager had a goal - at least peripherally. Our task was to make sure we understood the outline of that goal so we could fill it in with something tangible & real.
One of the most crucial things to establish is 1. The customers appetite for risk, and 2. Whether the customer fully understands what those risks are & how they may apply to each investment. Our tool had to be comprehensive enough to establish first these while being flexible enough to change their mind later down the line as more explanation is given.
We allowed for the best of multiple worlds: allowing wealth managers to make recommendations based on best practice, while also allowing their customers to make customisations, or better yet, fully tailor their own investments.
We can do a lot