USER GOALS

Mapping the user journey

From our interviews, we quickly mapped out the user journey to understand at what point HNW and UHNW individuals were going to the website to understand what exactly they would be looking for when visiting. We split the journey into two areas:(1) exploring the options they have and (2) validatinga shortlisted set of options before making their final decision.

Phase 1: Exploring
We found that the rational, research-based decision making comes primarily from trusted sources who know them personally (family, friends, and colleagues), because those individuals understand their personality and situation.

Phase 2: Validating
After getting recommendations and shortlisting firms, they move onto the validating phase by visiting advisor's websites, not for detailed research, but to gauge emotional resonance and cultural fit. Currently, the PWM website falls short in this area because it feels impersonal and lacks the warmth and human touch that clients look for in a trusted advisor. Without features like advisor bios or personal stories, it's hard for potential clients to form a connection.

CONSOLIDATING INSIGHTS

Identifying opportunities

Both GS stakeholders and HNWI users emphasized the importance of human and emotional connection. Based on interviews with both of these groups, we consolidated the key pain points we were hearing from both sides, and identified corresponding opportunity areas to address them.

DESIGNING

Approach to concept exploration

After aligning on objectives, we wanted to explore a range of approaches to (1) align on what would help achieve our user’s needs and (2) deepen understanding of our stakeholders’ vision. We used low-fidelity exploration of these approaches to ensure alignment, gather early feedback, and quickly iterate on options before diving into more detailed designs.

DESIGNING

1. Page approach

We created a scale from (1) directly showing advisors to (2) focusing on a narrative-based approach that showed the culture and values without individual advisors, and presented it to the client to align on what would be most effective and feasible. We began by showing the clients industry examples on both sides of the scale, highlighting the strengths and weaknesses of each approach to help determine what would be the best fit for Goldman Sachs.

RECOMMENDED APPROACH

We recommended an approach in the middle, and aligned on the 80% Direct, 20% Narrative direction.

From these competitive examples, we also quickly mocked up some low-fidelity screens to visually express what the advisor page could look like at different points on this scale. We recommended an approach in the middle, and aligned on the 80% Direct, 20% Narrative direction to showcase a directory of advisors and highlight the people, while also telling a story about the brand as a whole. This balance of narrative would allow us to highlight a story around GS differentiators and values, while also allowing users to directly see and browse the advisors they would be working with, ultimately creating a more emotive, humanized experience.

DESIGNING

High fidelity designs

After aligning with Goldman clients on the mid-fidelity page structure, we collaborated with the content team and client stakeholders to incorporate real advisor profiles and content into the design. At the same time, we began developing additional states of each page to capture more complete user scenarios. The designs were well-received by the client and subsequently handed off to development for implementation.

Advisor Landing Page
From the mid-fidelity design, we added in real advisor profiles, refined the language, and added multiple client success stories to deliver a more refined experience.

Advisor Profile Page
From the mid-fidelity wireframe, we added an example profile from Alexandria Williams to test how real content integrates with the design and to validate the structure.

SOLUTION

An advisor landing page that creates a more humanized and engaging experience, appealing to the emotional-deciding factor of HNW individuals and ultimately drive lead captures.

Our vision was to help Goldman Sachs redefine the digital experience of Private Wealth Management by humanizing the firm and appeal to the emotional decision-making process of HNW clients. We aimed to transform the website into a personalized, emotive experience that would not only address the core functional and informational needs of the site, but also create an engaging and warm environment that would foster trust and relatability.

CONCLUSION

Benefits of the new advisor landing page

The redesigned Advisor Landing Page elevates Goldman Sachs PWM’s digital presence by creating a more human, engaging, and emotionally resonant experience for prospective clients.

REFLECTIONS

What I learned

The power of emotional design in financial services: This project reinforced how important emotional connection is within financial services, an industry often perceived as transactional. Through personalized storytelling, advisor profiles, and culturally relevant content, I learned how thoughtful design can create a more human, trustworthy, and engaging experience.

Balancing stakeholder vision and user needs: Working closely with stakeholders at Goldman Sachs, I learned how to navigate the balance between client expectations and user needs. The stakeholders wanted the site to be luxurious and flawless—something akin to walking into a high-end store like Dior or Chanel—while users wanted to feel a more human, approachable side of the brand. I had to merge both these goals: creating a visually elevated experience while also ensuring the content was approachable and personal.

Brand storytelling is key for digital experiences: One of the most powerful lessons I took from this project is the importance of storytelling in shaping a brand’s digital presence. Goldman Sachs, like many firms, needed to move beyond product descriptions and create a narrative that spoke to their audience's values, aspirations, and emotions. This helped me see how brand storytelling can serve as a bridge between a company’s mission and the user’s personal journey.