The Family Office
Role
Co-Prod. Lead, UX & Creative Director, User Research
Agency
Robots & Pencils
Expanse
Digital Evolution Road Map, Product ideation, Generative and Evaluative user research, Product design & development, and Website creation
Even after acquiring extreme wealth, people worry about trusting their money to the right partners, preserving their family’s lifestyle, and meeting their long term financial goals.
The Family Office is a Saudi Arabian ultra-high net worth wealth management firm. Their culture and clientele require a certain level of clarity and transparency to service their needs. Their Wealth Relationship Managers triage their time between clients, prospects, and internal teams. All while trying to rely on verbal communication and the most basic of tools to manage these relationships. Quarterly client updates were being delivered over hour long walk throughs of one hundred page account presentations. Something needed to change.
Our relationship with The Family Office began as a roadmap proposal for digital transformation. The transformation sought to take a lengthy client on-boarding process and realize it as a “one meeting” experience. The transformation also aimed to strengthen their positioning within the industry, create peace-of-mind around their financial offerings, and demonstrate exceptional client service. We helped them begin this digital transformation with research and a bi-lingual mobile application. The application not only shows how their money is doing, but overlays The Family Office’s white glove service with things like global factors that may affect their investments and educational information for illiquid investments. Performing evaluative and generative research across each new venture, we also helped refresh their web presence outside of Saudi Arabia, create a marketing funnel site, and architect & design a Relationship Manager app to further empower their talent.
Navigating Digital Transformation, One Step at a Time
As we helped The Family Office bring to life their new go-to-market vision we needed to make sure we were grounded to the right context and a sense of purpose. We also needed to use the research and work being done as tests again these initial use cases and objectives, to make sure they matched the market need.
Re-imagining complex relationships and financial analysis into an easy to use experience.
The experience being provided to The Family Office’s clients needed to span generations, levels of financial expertise, and languages.
Going to market in a culture that values word of mouth and opposes marketing
Regular generative and evaluative research helped make sure we stayed relevant
A hybrid approach of white glove service and digital educational experiences regarding the need for wealth management often met the needs of The Family Office’s clients and prospects.
A marketing and lead generation micro-site, with tailored content, for professional prospects was launched.
Digital tools were created to help the Relationship Managers find efficiencies in their day-to-day. These tools aimed to give the Relationship Managers profile, analysis, and contextual tools for their internal and external duties.
