Challenge
Today, Financial Advisors do not have a way to keep their pulse on fast changing market trends. It is also difficult to understand how the broader FA community thinks about relevant topics and their impacts to client portfolios.
Their time is extremely limited, and when doing market research, Financial Advisors need to know a little about a lot for their clients.
Approach
- To provide a simple, frictionless polling experience, one click or tap to vote. Display the results in a clear manner, and demonstrate educational value by offering related CTAs to explore more content and drive further engagement.
- Demonstrated the value of building for a design system with defined rules of scale, and future-proof the polling design process to scale across breakpoints.
- Audited the competitive landscape and identified ways to achieve fast pattern recognition and familiarity.
- Iterated through many concepts to bring the poll to life, creating a strong identity with brand awareness and motion design best practices.
- Worked closely with the engineering team to ensure what was accessible and built to spec.
Principles applied
- One primary action — remove all friction from the core interaction
- Results as reward — revealing community data after voting creates engagement loop
- Brand coherence — component must look and feel unmistakably BlackRock
- Scalability over one-offs — design the system, not just the screen
- Accessibility non-negotiable — built to spec with engineering from the start
“We don't have a component like this today—it looks like BlackRock and gives our Financial Advisors something new and exciting.”
Outcomes
- +34.8%increase in average monthly signed-in visitors
- +2.7+article pages viewed per session
- 500+votes in the first poll released
- ResponsiveAll components built across 5 breakpoints