Client Asset Management Platform

Centralizing a financial advisor's client book of business into a single, smart dashboard.

Role

Principal UI/UX Designer

Design Scope

UI/UX Design
Interaction Design
UX Research

Timeline

June 2025 – September 2025

Collaboration with…

UX team
Project Management
Developers

The Ask

Financial advisors want access to their entire book of business at a glance and establish their client records from a single source of truth.

Advisors want a built-in customer relationship management platform within the tool that can show them high-impact events that require immediate action.

My Role

As the Principal Designer of this product, I conducted competitive research to understand competitive CRM platforms' offerings and create an entire new dashboard to fit within the information architecture of the product. This new feature also introduced many more components to the product design library, all of which was documented for future reference.

Our results

👨🏼‍💻🧑🏻‍💻👩🏽‍💻

major learnings

our research and design explorations gave us insights into user motivations and mental models

⚙️

120+ design components
& interactions

new design components and interactions to expand design library and broaden product design language

Design Solutions

Module Designs & Design Hurdles

The client asset management platform (CAMP) contains modules housing financial information that visualize an advisor's book of business through different lenses. An interface with numerous data modules each doing different things will inevitably have design issues, which were overcome by refining the modules' relationships with one another. We were always asking "what would a financial advisor with 100+ clients want to see about their book of business?""

Alerts Module

Advisors need a quick way to view specific events in their book of business that require their immediate attention that they would not otherwise see from just a dense data table.

A module showing alert notification cards help advisors sift directly through the noise of the 100+ households that they manage and tend to the accounts that need action. For example, any significant performance drops over a specific timeframe due to the same holdings will be alerted to the advisor, streamlining advisors to dive deeper into the important data and set up meetings with the right people right away.

Book of Business
Module

Advisors want to see their book of business visualized to be able to flag issues requiring action and ensure regulatory compliance. Serving as the advisor's command center, the book of business module gives financial advisors a high-level view of their book of business. We opted for a table of customizable financial metrics as columns and the advisor's client accounts as individual rows. The table is treated with as little visuals as possible to reduce visual noise and dive straight into the data. Data points fitting alert requirements are highlighted for advisors to take immediate action.

book of business module

Design Problem: Limitations of Real Estate

The Problem

Project management needed other higher-level data visualization modules to be above the book of business that advisors would want to see first. This led to the book of business being too far down the page.

The Solution

We decided to leverage the alerts module to interact with the book of business, creating an organic workflow for advisors to take action on high-impact events in their book of business.

When an alert populates the alerts module at the top of the page, the advisor will be able to click on the alarm which anchor links to the book of business where the relevant data will be highlighted. Directly from the module, the advisor can then be directed to the client’s records.

book of business module showing data requiring action

Snapshot Metrics

Advisors need a quick way to view their book of business in terms of general performance, total assets, and registration count over different timeframes at a glance.


Designing cards showing snapshots of advisor's holistic book of business metrics that are light in design complexity to reduce cognitive load to optimize seeing several metrics at once. Each card is responsive in sizing to accomodate a variety of viewport sizes.

snapshot metric cards with responsive sizing

Calendar Module

Advisors need a way to stay on top of client meetings, important deadlines, and broader team and business activities that is more integrated into their workflows than simply using Google Calendar.


We designed and created calendar within the Client Asset Management Platform that tracks advisor events, client activity, and integrates external calendars. Design conventions of the most widely used calendar interfaces were followed because familiarity reduces friction.

calendar design interactions

week (above) and day (below) calendar view formatting

Learnings & Outcomes

  1. Scope expansion


The initial MVP and interface design laid the foundations necessary for CAMP to house upcoming features on the product roadmap.

  1. Data reorganization

By involving project management in the initial design phase early, they were able to recalibrate the organization of CAMP when end user feedback showed asset allocation to be a much more important metric in financial advisors' workflows than anticipated. Because we were proactive in showing the project managers early design iterations, we were able to advance our client's feature roadmap ahead of schedule.

🌱

new design foundation

initial MVP laid the foundation for client relationship platform & additional features

📚

expanded design library

new accordions, badges, cards and even a whole calendar component were created, maturing the product design language

⏱️

4 weeks ahead of roadmap

design fix meetings that would have spanned 4 weeks were avoided due to early design conversations + user feedback

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