— PROJECT NAME
WFM Client Portal
— ROLE
- UX/UI Director Creative Lead
- Project Management
— DURATION
- 12 months+
A Client Portal design that consolidated fragmented investment tools into one intuitive platform, replacing costly third-party solutions while keeping users in the Worldsource product ecosystem, and delivering a tool with streamlined portfolio management capabilities.
The solution introduced a dashboard-first approach that transformed how users interact with their investment data.
Situation
Investment advisors and clients were stuck in a broken workflow spanning multiple platforms. Advisors tracked accounts in one app but maintained records in manual spreadsheets, while managing client communications through endless email chains. Clients received limited information from advisors or relied solely on quarterly paper statements. The fragmented experience created inefficiencies, communication gaps, and frustration across all user types.
Task
Redesign this backward process into a centralized, intuitive digital experience that would eliminate platform-hopping, reduce manual work, and improve communication between advisors and clients. The core challenge was creating a dashboard that could surface critical portfolio information at a glance, while maintaining the depth users needed for detailed analysis. Existing platforms left advisors frustrated with limited account information, making comprehensive data access a top priority.
Action
Led end-to-end design from discovery to pre-launch, collaborating with users, stakeholders, engineering, and executive teams while navigating shifting timelines and a newly-formed PMO structure.
Discovery & Research I conducted user interviews across four key segments —clients, advisors, branch managers, and internal operations — to understand workflow frustrations. Auditing existing third-party platforms revealed critical gaps and redundancies costing the business efficiency and money. I documented current workflows, mapped pain points, and identified opportunities for improvement.
Design & Development Working closely with development teams, I created responsive, accessible designs that worked seamlessly across devices. I iteratively refined wireframes and prototypes, gathering stakeholder feedback through regular WIP meetings. I also developed Worldsource’s first comprehensive design system, establishing the foundation for future products while ensuring consistency. The key challenge was architecting information flows that consolidated scattered data into digestible, actionable insights.
Strategic Solutions Delivered The Portfolio Summary became the cornerstone of the experience – a dashboard-style interface that presented bite-sized information that users could consume at a glance. I designed real-time interactive charts with multi-currency support and historical views, eliminating the need for jumping between platforms. The dashboard featured account breakdowns, performance summaries, and quick access to detailed holdings, all tailored to user feedback from early sessions. I also created a unified accounts view, Communication Centre for direct messaging, and a new flow for digital document delivery preferences that reduced printing costs by 90%.
Results
Replaced costly third-party platforms with an in-house solution centred around an intuitive portfolio dashboard that became users' daily command hub. The Portfolio Summary successfully consolidated fragmented data into digestible visual cards, with interactive charts that eliminated manual spreadsheet tracking for advisors.
Key learning: Getting to know our diverse users and their daily habits was an eye-opener, and the challenge became how to distill feedback received and understand wants/needs from across the board to strike a good balance. I overcame this by using iterative testing and regular check-ins to prioritize features that balanced usability for all users.
Key achievements:
• Delivered a dashboard design that provided key details at-a-glance while offering drill-down capabilities for detailed analysis
• Achieved significant cost savings through digital document delivery, saving advisors hundreds of dollars annually in printing costs
• Launched MVP on schedule despite timeline shifts and working with a new team
• Transformed user experience by changing how users consumed their portfolio data and established a scalable design system for future products
The portal transformed a fragmented, inefficient investment management experience into a streamlined digital solution that improved productivity and user satisfaction across all stakeholder groups.
