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

Aligning on objectives

We began by first aligning on the key objectives for the net new advisor landing page to keep our goals in focus and ensure they were in sync with our client’s needs.

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.

EXPLORATORY DESIGNS

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 and develop a more personal connection with the actual humans at the firm, ultimately creating a more emotive, humanized experience.

THE CHOSEN APPROACH

Our clients aligned on using a combined direct-narrative approach with a detailed profile depth for each advisor.

We would need to consider striking a balance between showcasing the actual advisors clients would work and crafting a cohesive narrative around the culture of the firm as whole.

DESIGNING

Iterating

After aligning on chosen direction with the Goldman clients, we did another iteration of our preliminary wireframes, keeping in mind the opportunities we discovered for more emotional connection and differentiation from competitors.

1. Advisor Landing Page
We refined the chosen 80/20 Narrative to Direct Approach wireframe after gathering more information on the actual content and key differentiators our stakeholders wanted to show. These included their value statements, differentiating statistics, and placeholder stories & testimonials.

One of the key design changes we made from the first iteration was proposing an automatically-rotating carousel of advisors instead of a grid to create a more space-efficient way to showcase the advisors and add visual engagement at the top of the page. While this would be a net new component they would have to build, we believed it would be worth the additional effort.

2. Advisor Profile Page
After aligning on the detailed profile depth for each individual advisor page, we worked with the content team and stakeholders to determine they key facts would be necessary and available to show for each advisor: office location, years at the firm, and overall tenure, highlighted prominently at the top of the page. Additional elements such as a bio, personal quote, or contact information can further humanize the advisor and provide richer context. However, since this information is not consistently available across all advisors, these elements are considered optional for the MVP.

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.

DELIVERING

Final design

Our net new Advisor Landing Page for PWM highlights the people of the firm and uses narrative-based storytelling to cater towards the emotional decision-making process of potential clients to ultimately drive customer aquisition for Goldman Sachs.

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.

LOOKING FORWARD

Future steps

Evaluating and testing the system

Due to time constraints, our team designed an MVP based on initial stakeholder and user interviews. With more time, I would further evaluate how users respond to the redesigned page in areas such as emotional engagement, conversion, and differentiation.

Key questions include:

• Do users feel more connected to the firm through advisor profiles, testimonials, and cultural storytelling?

• Do advisor profiles increase trust and confidence in reaching out?

• Does the page improve conversions and clearly communicate next steps?

• Is the value proposition compelling and differentiated from competitors?

• Does the site effectively communicate Goldman Sachs’ reputation, personalization, and client focus?

Given more time, I would use a combination of quantitative metrics (such as conversions, advisor profile clicks, and consultations booked) and qualitative feedback (including trust, emotional engagement, and perceived personalization) to better understand user behavior and continue refining the design.

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.

Overall, I’ve deepened my understanding of how to design emotionally engaging experiences, balance stakeholder expectations with user needs, and work collaboratively in cross-functional teams. This experience strengthened my ability to create thoughtful, user-centered solutions that align both business goals and human connection.