A Wise App Redesigning The Wise Investor Group app and mobile website
Early into my position at Baird I was approached to assist with the development of an app and mobile website for The Wise Investor Group; one of Baird's highest producing financial advisor groups.
The group already had an app, but it didn't match the branding on their full website or do as much as they'd like it to. At that time the app's functions were incredibly limited and required Baird's internal marketing department or outside vendor help to handle any updates. Additionally, their full website wasn't responsive, and due to platform limitations couldn't be made to be, which they felt was hindering their online marketing.
Ultimately, they wanted more ownership of the tool and to create something that was comparable to their full website for their clients.
Overview
Role(s):
Designer, Project Manager, Vendor Relationship Manager, Product Owner
Contributions:
Research, Design, Usability Testing
Project Type:
Mobile App and Mobile Website
Timeline:
June 2014 – December 2015
Client & Team:
The Wise Investor Group (Baird Financial Advisor Group)
Advisor Marketing Manager, Marketing Specialist, Searium Solutions
Laying the Ground Work
What does it do?
Early on the Advisor Marketing Manager, Marketing Specialist and myself held multiple virtual working sessions with the client to establish what they desired for their new app and mobile site. We dissected the shortcomings of their existing app and evaluated what features from the full website needed to be translated.
Their feature list was sub-categorized into primary and secondary groups:
Primary Features
- Audio Player
- Subscribe to podcast functionality
- Mobile Reading Experience
- Content Management System to handle updates
- Developed in a manner to bypass sending content (i.e. new podcasts or blog posts) updates through iTunes/Google Play stores
Secondary Features
- Click tracking
- Direct email functionality, no contact forms
- Direct calling from app functionality
- Social Media Integration
- Basic Data Collection on iOS and Android users
Sketches and Early Wireframes
Prior to selecting a vendor I also worked through the early concepts of the design. I tried to establish the baseline look and direction while being conscious that the end design may change based upon the final solution for implementation. I drew inspiration from banking and podcast apps, but also the groups' established look and feel for their formal website. At the time they presented a traditional and conservative tone that felt reliable and knowledgeable.
Finding a Partner
Most vendors we reached out to weren't interested in the scope of the proposed project. We also struggled with a new vetting process which further narrowed our list as the vendors saw it as an extra hurdle that didn't guarantee receiving the contract. Once the dust settled Searium Solutions whose proposal for a hybrid mobile app, using Ionic, with a custom content management system (CMS) was exactly the right fit for what the team wanted. We were able to sign a final contract at the end of 2014.
Final Mockups
With a contract signed I collaborated with our new partners to get any feedback regarding how the proposed designs could translate into the solution they proposed. We talked through adjustments based upon the limitations of the framework, that preserved the original intent of trying to closely align the app and mobile site with the full website.
Are We Done Yet?
Searium Solutions had given us a progressive proposal which had everything wrapped up by the end of by April 2015. However, things didn't go according to plan…
We hit a number of roadblocks, including:
- Scope creep
- After a large development review with The Wise Investor Group they requested additional features for the app including: a login feature, an enhanced filter feature to sort through archived content, and restructuring the main feed to accommodate for how they wanted to subdivide content. This additional work added about a 1–1½ months to development and increased overall cost.
- IT Alarm Bells
- As part of the vetting process we had a proposed plan for implementing the mobile website server on Baird's internal servers, but when it came time to being work we were told it wouldn't work. Luckily, Searium was able to come up with a solid alternative, but negotiations on implementing an outside server took months for final approval.
- iOS Disaster
- Around September 2015 Apple made a large iOS update that broke the app just weeks away from when we thought we'd finally be able to launch. It was a devastating blow, but Ultimately did give the client more time to pull together their marketing plan for launch.
Getting to Launch
We were finally able to launch in December 2015 and The Wise Investor Group was ecstatic. For the team the app and mobile website accomplished all of their major goals that they had set and they were confident it could help with their marketing needs. Personally, I was proud of the great working relationship I was able to establish with the client. After everything we had navigated through they fully trusted my opinion and guidance in the years to come.
Final Thoughts
Looking back I think we were unprepared for this type of project. We could have used more assistance in a number of ways, including:
- More in Depth Discovery Process
- I had asked about conducting interviews with their clients to get a better feel for the proposed app and mobile site early on, but ultimately we couldn't. This is when I learned at Baird this type of outreach is typically conducted by outside groups due to a variety of reasons. If we had had the resources I think it would have greatly changed the app's purpose and direction.
- Project Management
- Digital projects tend to be treated differently at Baird which means extra hands, like a formal project manager, isn't always an option. I'll be honest it was incredibly overwhelming to wear so many hats, and though I think I could have handled things better now it would have been nice to have a more seasoned hand helping out.
- Outside Guidance
- In hindsight I feel we should have reached out to the team that manages the Baird Online app for advice as they could have been a major source of guidance for some of the iOS and Android questions that arose early on. Being new to Baird I wasn't even aware that the team existed until more than 75% of the way through this project's timeline.
- The Right Solution?
- I always struggled with if this was the right solution for the group in the long-term, but ultimately that wasn't my decision to make.
All Things Come to an End
In Fall 2019 The Wise Investor Group retired their mobile app and website.
It was bittersweet for the group to shut it down, but ultimately the right decision as they relaunched their website and podcast onto more dedicated platforms that could further expand their digital marketing reach.
