— PROJECT NAME
iQ by Worldsource
— ROLE
- UX/UI Director
- Creative Lead
- Project Management
— DURATION
- 12 months+
iQ by Worldsource is an advisor-led digital advice platform that uses technology driven solutions to provide automated, algorithm based financial planning and investment management services.
We transformed a legacy manual onboarding process into a fully digital solution, boosting user efficiency while significantly reducing operational risk and error rates.
Situation
Advisors were drowning in chaos. They juggled multiple PDFs and paper applications daily – creating a nightmare where applications got lost, version control was non-existent, and errors triggered compliance risks. Clients lost trust as onboarding dragged on for weeks.
Task
Transform this broken manual process into a seamless digital experience that would eliminate operational chaos, accelerate time-to-activation, bolster conversions and restore client confidence.
Action
Research & Discovery: Interviewed 10 high-performing advisors and mapped their current journey to identify critical pain points and drop-off triggers.
Design Strategy: Through 3 stakeholder/user workshops, I synthesized insights into clear design principles – eliminate scrolling, reduce visual distractions, and keep users in the viewport to boost onboarding completion rates.
Execution: Created wireframes and prototypes, facilitated 4 feedback rounds with advisors and stakeholders, then led design handoff with the dev team. Built foundational patterns that became our company-wide design system, standardizing flows across 4 enterprise products.
Key Innovation: Broke dense PDF workflows into digestible chunks with contextual tooltips, turning confusion into clear progress.
Results
Impact that moved the needle:
- • 25% higher conversion rates within 6 months
- • 84% faster processing (7 days → under 2 days)
- • Measurable revenue growth from increased platform adoption
- • Enhanced brand reputation as advisors gained a tool they could confidently recommend
Results 2
System-wide benefit: Design patterns scaled across 4 products, eliminating inconsistencies and accelerating future development.
Key learning: The biggest breakthrough was realizing that condensing complex workflows isn’t about cramming (and definitely not about scrolling) – it’s about the strategic chunking out of larger blocks and providing contextual guidance that transforms frustration into momentum.