A framework for building Salesforce applications to best serve Financial Advisors and their teams.
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What is Advisor Hub? The collection of the Salesforce landing page, providing FAs and Office professionals with a one-stop shop for key client information and insights. An end to end sales pipeline, design and initial developments to provide key experience to manage the sales pipeline in addition to application tracking. Increases financial advisors and their staff's productivity by bringing focus to day-today work.
I initially joined as a contract designer to execute this defined project scope; however, while tackling this project, I recognized other challenges needed to be addressed. My dedication to the company as a whole and its mission to tackle key challenges that I identified.
I led the end-to-end design of the Advisor Hub in a Salesforce-native experience hub to unify tools, simplify daily workflows, and drive actionable insights for financial advisors and office staff.
Financial advisors at Thrivent were juggling disconnected tools and tedious workflows, leading to poor productivity and limited client insight.
🔴 Excessive navigation to access basic client info.
🔴 Missing, incomplete, and confusing information/content.
🔴 Overwhelming, static interfaces with no task orientation.
The heart of understanding any problem is that there should be in-depth research done to know the root cause of the problem. We did multiple rounds of user surveys and interviews. The key observations are noted below.
Design a hub that helps advisors act, not just observe and turns Salesforce into a true starting point for every workday.
While it is important that we guide our users on efficient paths, we shouldn’t force users to take the path that we have outlined.
We want our users to start their day in Salesforce. While some products may require different technologies to operate.
To help our users complete their tasks more quickly. It is important to not challenge the core elements of the Hub..
To help advisors lead with advice to best serve their clients. Focus advisors on high-impact client engagement.
“ We need to make it easier for advisors to act now, not just see data.”
Design Manager“ Insights are great, but let’s make sure they lead to next steps.”
Product Manager
To help drive advisors to their next best action. This structure is meant to assist in that effort by creating a tiered framework focused on the advisor’s journey and goals, getting a user to where they need to be sooner.
L1 Pages (Level 1) are at the top of the hierarchy chain. All L1 pages are accessible via the main navigation and are focused on aligning to user goals, not user tasks.
The home page is an L1 page that brings together key info from other L1 pages. It gives users a clear, quick view of what they need to know to take action throughout their day.
To help our users complete their tasks more quickly. It is important to not challenge the core elements of the Hub..
To help advisors lead with advice to best serve their clients. Focus advisors on high-impact client engagement.
MVP Launch: Led design and product strategy, ensuring a user-centered approach that resonated with early adopters. Collaborated closely with development to streamline workflows and implement key features based on real user feedback.
Scaling the Team: Played a pivotal role in hiring and onboarding designers, accelerating execution, and ensuring alignment between design, product, and business goals.
Product & Strategy Leadership: Worked closely with stakeholders during our first sales cycle to refine the value proposition, translating customer insights into product enhancements that drove adoption and positioned us for growth.
Building for Scale Early: As the team grew, investing in design systems, documentation, and clear processes helped maintain consistency and efficiency across teams.
Bridging Product, Design, and Sales: Aligning design decisions with business objectives and customer needs was critical in driving adoption, proving that great design isn’t just about aesthetics—it’s a powerful tool for growth.
Balancing Speed and Quality: Delivering an MVP required making strategic trade-offs—prioritizing core functionality while maintaining a strong user experience
