Transforming Sales Overview UI for Clearer Insights and Faster Advisor Decisions.
A redesign of First Trust’s Sales Overview dashboard, focusing on clarity, accessibility, and usability for advisors managing complex data.
25% Faster Access to Key Metrics
Improved Advisor Engagement
Streamlined Navigation and Layout
The Challenge
The legacy Sales Overview UI made it difficult for advisors to quickly find the insights they needed. Data was scattered across sections, navigation was unintuitive, and inconsistent UI patterns reduced efficiency.
Our Approach
Discovery. Partnered with advisors and stakeholders to identify top pain points around navigation, data presentation, and task flow.
UI Redesign. Refined layout and typography, emphasized heirarchy, and modernized visual design for clarity
Validation. Tested with target advisors; iterated on components and data visualization for speed and accuracy.
Impact
Simplified workflows, reducing time to surface insights by 25%.
Improved advisor confidence and adoption through clearer hierarchy.
Established new UI patterns aligned with the evolving design system.
Looking Ahead
Roadmap themes: Integrate additional advisor-driven KPIs into the dashboard.
Future experiments: Explore personalization of views for different advisor roles.
Opportunities: Leverage redesigned UI components across future First Trust tools.
Team
Leighton Shallenberger
Front-End Engineer
Tyler Otte
Front-End Engineer
Drew Baker
Senior Product Designer
Liese Erb
Front-End Engineer
Ellen Pong
Back-End Engineer
Dan Opdyke
Project Manager
Project Details
Role: Senior Product Designer
Company: First Trust Portfolios
Timeframe: 2022-2024
Surface: Web App (Internal)
Team: PM, Engineer, Data, Designer
Focus: Navigation, UI Design, Data Visualization, Advisor Tools, Design System
Tools: Figma, Tailwind CSS, Preline Pro CSS
See the full case study.
Detailed flows, component decisions, and before/after metrics.
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