UX Designer | interactive investor | 2025
ii Advice — Designing a Scalable Digital Financial Planning Platform
Reimagining financial advice through an approachable digital service, delivering a regulated MVP to market in 12+ months.
Platform: Responsive web
Scope: End-to-end service (Onboarding > Advisor > Customer Dashboard)
Launch: Soft launch Nov 2025
Opportunity
Traditional financial advice is expensive, opaque, and difficult to scale. ii Advice aimed to make financial planning more accessible through a flat fee model, digitise the advisory experience, and maintain trust by preserving meaningful human relationships between customers and advisors.
Challenge
Customer dashboard, start call with Adviser
It’s not just about designing a digital product — it’s about designing a service experience!
As Lead Designer, I
As Lead Designer, supported in developing the MVP experience, led the design across onboarding, advisor interactions, and the customer dashboard, and worked closely with Product, Engineering, and Compliance to balance speed to market with regulatory and user needs while guiding design decisions under tight constraints.
Core Problem
How might we create a digital-first financial advice experience that users trust, understand and are empowered?
Design Focus Areas
Approach
Lean, Outcome-Focused Delivery
To meet a fixed launch deadline, we defined the critical MVP journey, prioritised trust-building moments and worked pragmatically within constraints
MVP Scope
We focused on the minimum viable trust journey that included the Onboarding into financial planning, first advisor interaction via video call, Financial plan delivery with the adviser and Ongoing engagement through the customer dashboard.
Re-platforming from the old digital planning tool
Solution
Onboarding Experience
Structured financial intake of a customer’s personal and financial life, dependents, assets, income, expenses, pensions, goals and risk evaluations.
Designed to reduce overwhelm and build confidence through clear progression components, sections and safe save and exit reassurance. These adjustments were added on after consumer duty testing showed that this would be needed for reinsurance.
Advisor Interaction Video call
Video call integration where the advisers would place the customers back on their financial plan and summary. Humanising the advisory experience
3.Customer Dashboard
The dashboard enabled users to book appointments, access their financial plan summary, manage tasks, view and store documents, and gain a clear overview of their investments.
Designing for Trust & Compliance
Usertesing.com + Accessibility internal figma tool
Designed flows to meet FCA Consumer Duty requirements to ensure users can
understand key information and
Make informed decisions.
Accessibility with WCAG AA+ compliance guidelines
Validation & Testing
We conducted both moderated and unmoderated usability testing across all key journeys before launch, with a strong focus on ensuring users could understand the experience, navigate it confidently, and make clear, informed decisions.
