As the lead designer for advisor experiences, I was acutely aware of the results of an ad-hoc approach to creating these experiences. To raise awareness of how we could improve them and the benefit to the business as well as our customers, I created design principles and evangelized them internally.
The concept of perceived competence helps people understand how advisors' experience affects customers' experience. From that point, it wasn't hard to infer that improving the advisors' experience, would also improve how customers perceive the company.
Perceived competence is obviously influenced by how knowledgeable advisors are about finances. But apart from that, it's also influenced by design and development. Here's how:
Here are a few of the external sources I used to formulate these design principles:
MADE IN PIXEL TOGETHER
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