Smart Is The New Efficiency
The SegmentED tool helps personalize the advisor experience, enhance relationships by connecting with advisors at the right time, provide intelligent advice, and reduce repetitive work for the wholesaler team.
Sept 2018- Dec 2018
OVERVIEW
The Distribution team at Mackenzie Investments wants to improve the effectiveness of the Sales team and increase advisor engagement by using technology, data, and human-centred design to enable the sales models of the future. To transform this experience, we have to understand Mackenzie’s business through every touchpoint in their process from a service design lens. We worked with their in-house team, analyzed the user research findings with multiple stakeholders, created a service blueprint, hosted fully engaged collaborative workshops, and designed & iterated the concept with stakeholders.
MY ROLE
As the only designer on this project, I collaborated with our product manager, engineer, account manager and Mackenzie stakeholders, which led to a very open and collaborative process. I worked on the whole engagement process from analyzing user research findings, business blueprint, facility & preparation of workshops, to the final product design.
Design Process
Service Design Engagement
Start With HMW
How might we develop more meaningful relationships with advisors by improving the accessibility of, and experience delivered by our sales team?
User Research
Research Findings - Opportunity Spaces
Reduce non-value added time
Improve team communication & collaboration
Enhance effectiveness & personalization of the advisor experience
Share insights easily and in context
Stakeholder Map
Service Blueprint
Ideation Workshop
Prototyping
The SegmentED tool generates a smart profile of the client which integrates with salesforce and existing data lake, it can be viewed on multiple devices for advisors and also helps the wholesaler team save time when they take onboard a new advisor.