Mutual Funds Lead Scoring
Improve user engagement, detect potential clients, and retain existing clients
Design Process
This is the space to introduce the Product section and showcase the types of products available.
Research & Analysis
Define User Flow
Wireframes
High Fidelity Designs
Research & Analysis
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Conducted surveys & interviews with current users, potential clients, and stakeholders to understand their pain points and needs.
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Reviewed how other mutual funds or financial services companies are tackling user retention and acquisition.
Understanding Users
Common Challenges
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Low Client Acquisition Rates: The current platform struggles to attract new clients, as it doesn't provide clear value propositions or engaging entry points for potential leads.
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High Client Churn Rate: Existing clients or leads frequently stop using the platform or abandon their plans due to a lack of personalized communication and engagement.
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Lack of Personalized Product Recommendations: The platform does not provide relevant or targeted product recommendations, resulting in missed opportunities to upsell or cross-sell additional mutual fund products.
Defining the use case as Acquire, Protect, and Grow provides a clear and structured way to showcase how the redesigned platform addresses the organization’s key goals
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Focus on attracting new clients by making the onboarding process intuitive and engaging.
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Retain existing clients by offering personalized, timely support and insights to prevent churn.
Help clients expand their portfolios by offering tailored product recommendations, increasing client lifetime value.+
03
User Persona
Pete
Henderson
Sales Manager
About
Pete is a Sales Manager for an Financial Service Company. His role as a Sales Manager is crucial in bridging the gap between the company’s offerings and the clients' needs, ensuring both sales targets and customer satisfaction are achieved
Goals
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Acquire a specific number of new leads each month or quarter. Increase the value of the sales pipeline by a certain percentage each quarter
Skills
Analytical
Problem Solving
Technical
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Protect leads that are at risk of churn or termination, the goals should revolve around retention strategies, proactive engagement, and problem resolution
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Increase the sales pipeline value within the next quarter through new leads generated from product recommendations
Wireframes
Acquire
For new clients, the onboarding flow can suggest a "lead score" analysis for You" or "Top Picks" section
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For existing leads, a tailored recommendation system can help them discover new funds or products, keeping them engaged with the platform.
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Highlight the personalization feature, ensuring that leads feel the platform understands their financial goals and offers valuable, relevant suggestions.
Protect & Grow
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Personalized scoring based on Qualifying score details
The platform tracks and calculates lead scores during the onboarding process, using data points like user visits, engagement with financial tools, email visits, webinar, etc
Predictive Details
The lead scoring system can also identify clients who are highly engaged and have potential for further growth
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Personalized Recommendations: Included a mockup of a tailored lead score offered to new leads upon completing the onboarding.
High Fidelity Mockups
Acquire New Leads through Lead Score
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Tools that make financial planning less intimidating for users, like interactive calculators
Feature Highlight
Protect
A drop in lead score could indicate potential churn. The system can then trigger alerts or automated actions (such as sending personalized notifications or prompting a plan review) to re-engage the client.
Grow
Visualize how lead scoring feeds into product recommendations or upsell opportunities by displaying personalized suggestions based on the client's score and activity level
Acquire New Leads through Lead Score
This is the space to introduce visitors to the business or brand. Briefly explain who's behind it, what it does and what makes it unique. Share its core values and what this site has to offer.