Our work focused on solutions for investment advisors who require powerful tools from Schwab in order to best serve their clients. Our first step was to conduct research on the investment advisor community’s ethnographic and demographic attributes. This enabled us to gather data from investor panels, surveys, behavioral and web analytics, and third-party data sources.
Informed by what we learned, we were able to make data-driven decisions on navigation, content strategy, and design. The result was a comprehensive system built to thoughtfully engage investment advisors in a highly targeted way, and drive them to adopt and use the platform. As part of the process, we also re-imagined the visual design to clearly reflect Schwab’s core values and allow content to tell the brand story.
We were pleased to see the new Advisor Services platform live on the Schwab website in early 2018, and are currently in the process of extending this new design and messaging approach across other Schwab experiences.