Goldman Sachs

Re-imagine the white glove experience for the Private Wealth Management division of Goldman Sachs by creating an app for individuals and families with the goal of helping them pursue their financial wellness.
Role
Platform
Areas
Product Designer
iOS App
Strategy, Design
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Discovery

Desk Research

To understand the Ultra-High Net Worth Universe we conducted Market research and competitive analysis to draw inspiration from traditional investment firms and digital-first bank and companies.
Findings
We are seeing generational wealth being transferred in great amounts with $30T expected to change hands over the next few decades.
The UHNW group is growing, getting younger and more diverse as these changes happen.

Data Audit

Reviewed the usage data, activity and frequency across Goldman.com and the legacy mobile app to understand which features were being used and how often.
Findings
Content consumed across different segments was largely the same regardless if the user was a power user or an infrequent one.
Different seasons and market shifts impacted usage. For example, the document center saw an increase of traffic during tax season.

Interviews

We conducted user interviews with both Goldman Sachs Clients and Wealth Advisors to understad what the
Findings
Account complexity increased with client age and wealth, requiring more support staff the higher the wealth. Age also influences expectations for for digital experiences.

Core Missions

Check Up

Review your portfolio, performance and asset allocation  when you want and when it matters.

Take Action

Move money around your Goldman accounts.

Verify & Manage

Confirm, approve or deny transactions, grant access and update profile and security information.

Communicate

Access to your advisory team and Goldman Sachs.

Design System, Color & Typography Guidelines

Established processes and governance for maturing design systems in support of Private Wealth Management product teams.
An extensive WCAG accessible color palate was developed to work across light and dark backgrounds.
Centralized multi-platform, responsive components specifications.

MVP

Checking Up
Dashboard summary view
Markey Value, Net Investment Results, Available Cash all with dynamic data visualization
Access to Groups, Accounts and Loans information
Asset Allocation
Detailed recent activity
Taking Action
Move money around
Self-initiate transactions.
Deposit checks up to $2.5M
View transaction activity
Verifying & Managing
Verify team or 3rd party-initiated transaction
Update personal information
Manage security passwords and pins
Add and remove devices that can access your information
Communicating
Secure Message Center
Communicate directly with your advisory team
View and send attachments
Dynamic action menu

Results

iOS app Launched on April 2021 The PWM app has improved digital advisor/client engagement, reduced support calls, improved the brands overall NPS score, and continues to save hundreds of hours of advisors time through self-serve and client collaboration tools.
Engagement
Support Calls
+44%
-19%