Edward Jones
Edward Jones has a purpose and history in partnering and impacting clients to better communities and society by offering financial services. The main goal of this project was to understand our multicultural communities to build the infrastructure and capabilities needed to educate, attract, and serve multicultural clients, and explore the opportunity to better serve Hispanic and Latino clients at Edward Jones.
Roles: | Concept Design
Tools: | Figma|mural
The Challenge
Our ability to serve Hispanic and Latino clients in Spanish is limited. This creates a gap between client needs and the services we offer. In the future, we want to provide a bilingual client experience that builds trust, deepens relationships, and allows us to grow our market share in this important demographic.
Current challenge: limited ability to serve Hispanic and Latino clients in their preferred language, clients and branch teams lack awareness of available resources, and gap between client needs and the services we offer.
The Solution
Exploring possible solutions to provide a bilingual client experience increase trust and deepen relationships with Hispanic and Latino clients.
Grow our market share in the rapidly growing Hispanic and Latino demographic.
Identify future opportunities to support multicultural clients Within existing and new systems (Salesforce, etc.)
CASE STUDY
Collected use cases from stakeholders and collaborated with the research team to understand their pain points better, synthesize my findings and solve them.
Our research shows that Hispanic and Latino clients often struggle to understand financial information in English. They feel like they are not being well-served by financial institutions and want to work with an advisor who speaks their language. There was also a gap in understanding the client on-boarding process. These pain points present a significant business opportunity for Edward Jones. By providing a bilingual client experience, we can tap into a $650 billion market, increase client trust and satisfaction, and gain a competitive advantage in serving a growing demographic.
DESIGN
The proposed design to improve the trust and communication between prospective clients and the branch team developed an inclusion brand and marketing strategy to identify market and language segmentations you get me, you guide me, and you make it easy for me Creation flow approach. This ideating has 2 phases to strategies final strategy
Phase 1
After evaluating and reviewing our research conducted and facilitated an ideation session with business owners, stake holders, and FA’s to address some of these gaps and business opportunities. some of it included but not limited to moments that matter MVP concepts to test.
Phase 2
Once we created a space in our real time client testing the translated Spanish contents in social media like linkedIn and facebook testing data and analyzed that data, came up with strategies and a possible user experience solution that alighted with the business. Designed the appropriate solution for Edward Jones clients, prospects and FA’s to approach with deep personal relationships and living within the communities we serve that gave a significant competitive advantage with these growing market segments.
Outcome
Overall brand branch/client fulfillment has remarkably enhanced. Attracting prospective multicultural clients, and helping current clients experience metrics have sufficient performance.
Branch/Client satisfaction: -68.33% ; success rate -92.45%.
Lay out recommendation : As part of my task i had to defining critical moments that matter for Hispanic/Latino clients and uncovering gaps in existing experience Framework and practice management explored how to evolve and automate capabilities and gave a recommendation.
This will ensure building cultural fluency in partnerships, migrate multicultural marketing, and support and spread awareness to educate and better serve clients.