02. Strategy

Organize products around key life events and design personalized flows leading to a contact form

We analyzed the content and made a matrix of different products and users’ needs, identifying financial planning products most suitable for each life event.

The four customer personas were created based on user research and market data from the client, helping us map their journey to booking a call with a financial planner.

03. Solution

We created customer journeys for the four key personas and designed each flow with detailed user flows and wireframe specifications

User research showed that people had a much easier time identifying with life events than abstract financial products, leading to a higher likelihood of booking an appointment.

We designed a set of wireframes and user flows showing the ideal path for each customer persona, including a personalization strategy and return path for re-targeting on social media.

04. Outcomes

The new financial planning portal was launched successfully, aligning with the rest of the RBC digital properties

The major win was mapping all financial products to life events, making it considerably easier for people to make the right choices.

The new responsive layout looks great on all devices and offers an easy way to locate a financial planner on every page.