Redesigning the CWS Platform to Streamline Custom Wealth Solutions for Advisors
Modernized First Trust’s CWS platform to improve usability, unify navigation, and strengthen advisor engagement.
35% Faster Advisor Workflows
Clearer Navigation & IA
Improved Advisor Satisfaction
The Challenge
The legacy CWS platform was fragmented and difficult to navigate. Advisors faced inefficiencies when accessing tools and data, leading to frustration and reduced adoption.
Our Approach
Discovery. Interviewed advisors and mapped workflows to identify pain points.
Redesign. Introduced simplified navigation, modernized UI components, and streamlined workflows.
Validation. Tested prototypes with target advisors and refined layouts based on feedback.
Impact
Increased advisor efficiency by consolidating key workflows.
Reduced training requirements through more intuitive navigation.
Enhanced advisor adoption and engagement across the platform.
Looking Ahead
Roadmap themes: Expand CWS with additional advisor-focused dashboards.
Future experiments: Incorporate personalization and role-based experiences.
Opportunities: Extend the redesigned foundation to other wealth solution tools.
Team
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Project Details
Role: Senior Product Designer
Company: First Trust Portfolios
Timeframe: 2022-2024
Surface: Web App (Internal)
Team: PM, Engineer, Data, Design
Focus: Navigation, Platform Redesign, Advisor Experience
Tools: Figma, Outlook, InDesign
See the full case study.
Detailed flows, redesign decisions, and advisor feedback sessions.
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