FlexShares: Site Design
The Lab (Northern Trust's Client & Partner Experience studio) engaged in the Human Centered Design process–researching in the field with users and clients–to rethink the experience of advisors and customers of the FlexShares ETF products.
The focus was on understanding the perspective, needs, and sensibilities of financial advisors (the primary purchasers and consumers of product information) and crafting an experience around this perspective. We spoke with a diverse range of advisors and synthesized their thoughts into a set of design principles to guide the work in developing this new look.
The research insights led to interesting considerations such as:
- Balancing style and aesthetic against a fooling of tool like utility
- Providing valuable information and market insight but eschewing a marketing feel
- Promoting new and relevant products without feeling like they are being 'sold'