Truist Digital MVP - Single Holdings Page
The Challenge
The expedition called for creating a single page that could provide essential information for both clients and financial advisors, enabling them to easily accomplish tasks and goals. The existing experience was unduly complex, with data buried in multi-modal experiences, leading to lengthy task completion times or abandonment, particularly hindering usability on small screens. This presented a critical challenge in wayfinding and information architecture.
The Stewardship Model
As the guide for the Experience Design crew, I directed the effort using the IDEO Design Strategy process of the Strategy Choice Cascade, drawing directly from my recent certifications in Designing Strategy and Activating Strategy. Through small workshops involving executive leadership, development, and primary stakeholders, we collaboratively uncovered our winning strategy and defined the MVP scope. Our process placed strong emphasis on Inclusive Design to future-proof the core structure of a single page, ensuring it would be easy to read, understand, and navigate. During the Discovery to Ideation phase, we meticulously assessed capabilities and management systems, identifying barriers to overcome. The crew explored various concepts for multiple client types and multi-modal experiences across native app and web platforms. My role was to provide clear direction and guidance to clarify the vertical slice needed to meet the MVP goals and ensure the core structure was future-proof for ongoing improvements. Insights confirmed that a single-page structure with inclusive design principles could significantly improve readability and comprehension, serving as a key blaze marker for adaptability and resilience in design.
The Impact
The MVP served as a foundational solution, enabling us to evaluate the feasibility, cost, and timeline of building an internal solution for Truist. This critical evaluation informed decisions regarding vendor partnerships and initiated the process of designing the experience and client journeys for what would eventually become a full in-house build. This project powerfully embodied the Nomadic Design principle of interconnectedness, simplifying a complex data landscape into an accessible and user-friendly journey, and demonstrated the value of human-centered strategy in large-scale organizational transformation.
- Role: Senior UX Designer, provided clear direction and guidance to the Experience Design crew.
- Digital Tools: Single page design, multi-modal experience across native app and web platforms, and Truist's Design Systems.
UX Practices & Methods: Focused on improving wayfinding and information architecture, implemented IDEO Design Strategy process, used the Strategy Choice Cascade framework, conducted small workshops with executive leadership, development, and stakeholders, evaluated capabilities through Inclusive Design, focused on future-proofing the core structure, assessed capabilities and management systems, identifying barriers, explored various concepts for client types and platforms, gained insights into user preferences, pain points, and expectations, validated assumptions, and developed an MVP to evaluate feasibility, cost, and timeline for internal solutions versus vendor solutions.
