UBS

01. The challenge

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.

02. Metrics of success & impact

Story point capacity has steadily trended upward over 16 two-week sprints. Built organizational confidence both in the product and the process. Praised as a role model for future digital experience development.

03. Personas

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.

04. Defining the MVP scope

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 client's launch date.

05. Design concepts

Initial dashboard iterations and explorations

The early concepts relied heavily on charts and graphs to visualize wealth.

Revised dashboards

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. These action cards prompt the user to think about their wealth, and relevant statistics are also surfaced to the client.

06. User testing the dashboard

Through user testing the dashboard experience resonated with UBS clients on four key themes:

07. Final solution

08. Parallel work streams