UBS
UBS Wealthway is a wealth management product app for high net worth individuals.
role
client
UBS
team
Redesigning the UBS Online Services Platform
To redesign UBS’s digital services and create an iPad experience that engages high-net-worth clients in a more elevated, human conversation about their wealth, building confidence in their financial planning and future. The result: a truly user-centered experience that supports clients through discovery, planning, and advice, empowering them to thrive while driving organic growth.
Jim represents a near-retirement household persona used to guide design decisions around financial planning behavior. At 61, he’s a seasoned executive balancing wealth preservation, family obligations, and the emotional transition away from work. His profile highlights both the rational (asset management, health costs, legacy planning) and emotional (identity, purpose, independence) dimensions of retirement planning, helping the team humanize data-driven features and design for empathy, not just efficiency.
Feature set and site map
Through the workshop and audit of the old experiences, the team was able to hone in on the particular areas of the MVP that was most feasible for tech and for the clients launch date.
The early concepts relied heavily on charts and graphs to visualize wealth.
Early concepts
Through collaboration with product owners, the vision evolved into something far more meaningful. The experience shifted from graphical to conversational—moving beyond numbers to spark engagement and reflection. Contextual insights now surface dynamically, prompting users to take action and explore their goals. The redesigned dashboard became more human, personalized, and educational, helping clients see their total wealth not just as assets, but as a foundation for their life milestones and future plans.
Action cards & insights
Action and relevant insight cards surface to the user, for example, if a user had not yet added a milestone. These action cards prompt the user to think about their wealth, and relevant statistics are also surfaced to the client. There is also a financial snapshot on the left rail.
Revised concepts: FTUE & Returning users
What is total wealth?
The digital experience evolved from a transactional app to a compelling and engaging digital conversation. A cube was created to embody the idea that client held different aspects of wealth, each side represented the following:
Mindsets and interests: How clients view wealth and their interests
Relationships: Important people in your life
Milestones: Life timeline
Planning and advice: How UBS helps clients reach their goals
Cashflow: Client’s income and spending
Net Worth: Client’s assets and liabilities
The features enabled clients to share different aspects of their financial life with UBS and the advisors, while using engaging and intuitive tools to define their goals in the short-term and long-term.
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