Designing for a growing ecosystem
As Wealthscape evolved, the Account Profile experience became increasingly difficult to scale. Information was spread across disconnected workflows, editing patterns lacked consistency, and users often needed to navigate between multiple areas of the platform to complete related tasks.
Because the experience supported advisors, operations associates, and client service teams, even small usability issues created friction within high-stakes financial workflows. The challenge wasn’t simply redesigning a page — it was creating a more cohesive and scalable foundation for how account management worked across the broader ecosystem.
Through usability testing, workflow analysis, and stakeholder collaboration, we explored how different user groups approached account management tasks and where the experience created the most friction. One of the clearest findings was that users often approached workflows from a client-first perspective, while the platform itself separated tasks across fragmented account views and inconsistent interaction patterns.
Restructuring workflows around user needs
Rather than treating the redesign as a visual refresh, the work focused on restructuring how information, navigation, and workflows were organized throughout the experience.
We explored multiple layout directions to better understand how hierarchy, navigation structure, and editing behaviors impacted usability across both investor and advisor experiences. A major focus was balancing simplicity with flexibility — creating workflows that felt approachable for investors while still supporting the depth and efficiency required by advisors.
The redesign introduced clearer hierarchy, more contextual editing patterns, and improved workflow continuity to reduce cognitive load and help users move more confidently through complex account management tasks.
Building scalable patterns across Wealthscape
The redesign also created an opportunity to establish more scalable interaction patterns across the broader Wealthscape ecosystem. Shared layouts, reusable structures, and more consistent editing behaviors helped improve familiarity across products while supporting long-term platform evolution.
Many of the concepts were first explored within Wealthscape Investor (WSI), allowing the team to validate interaction patterns and hierarchy decisions within a more focused environment before expanding them into more complex advisor workflows.
Because of the scale of the experience, the redesign was approached incrementally through phased rollout and continuous validation. This allowed the team to refine workflows over time, reduce implementation risk, and evolve the experience in a way that felt more sustainable across the platform.
