AMP

UX research

While working at Bilue, we've been asked by AMP to help them redesigning their current financial advising platform. Following the double diamond model, we defined then refined the key actions to be taken.

Initial statement

  • AMP tasked Bilue in helping them elevating their financial platform
  • This platform is part of a restructuration of the AMP offer
  • Some users have mixed feelings about it, asking for a better UX
  • The website have an extensive amount of pages and information

Solution provided

  • Organised workshops with the AMP team to define our goals
  • User interviews with current users
  • Followed the Double Diamond Process Model
  • Creation of wireframes and prototypes
  • Prototyping and iterating until reaching a suitable outcome
double diamond

How do we ensure that Advisers have easy access to the high quality content available in Adviser IQ so they can provide the best advice to their clients?

To find these answers, we developed a research plan to uncover pain points and identify common behaviours that were impeding the navigation and the completion of their goals.

AdvisorIQ Interviews blur

Discover and Define

To start, we organised a workshop with the AMP team in order to understand better what the platform was currently delivering, what their users were expecting from it and what was their overall feedback. We decided to use Miro to organise our notes and findings as it was super useful to share constantly with our client and receive their perspectives.

User Interviews We performed 6 video call interviews of about 1h time to connect with Advisers, understand their day to day, expectations and frustrations as practitioners.
We also interviewed content managers, who gave us an overview of how they create or update content utilising Adobe Experience Manager.

Usability testing We consulted 8 participants to observe and map down navigation behaviours of different users when completing tasks related to their jobs to be done.
We conducted 2 rounds of interviews, one to collect feedback and a second one where we gave them tasks to perform with the aim of collecting metrics, which concluded our Discovery phase.

Findings

Set up and Persona

From our user interviews as well as stakeholders’ insights, we were able to categorise these users into 3 categories: Authorised representatives (AR) and Practices Principals & Managers and lastly, the AMP internal content creators.

Creating and validating these Persona enabled us to explain our decisions through differents angles to everyone involved and make sure we were all aligned.

Persona

Develop and Deliver

As the website had a massive amount of information, we had to translate the current information architecture into a diagram to enable the team to visualise it.

One of the main piece of feedback was the fact that the IA was too complicated, the elements were too hard to find, therefore we had to rethink everything.

IA

Prototyping and testing

We created and tested 2 prototypes and iterated until reaching a suitable outcome for both the interviewees and the internal stakeholders of AMP.
The final feedback were really positive, concluding this second phase on a good note while providing our client with a solid report of the next steps to be taken.

AMP Wireframe home AMP Wireframe concepts

Outcome

We created a lenghty report encompassing our findings, our recommendation as well as an appedix with each users answers in order to make sure the team would have everything to continue building up a platform which we hope, will convince all of our interviewees.

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