Lead UX Designer

Making complex interactions easy

  1. Meet with prospects. Find out about their current financial situation, as well as their hopes and dreams for the future.
  2. Create a realistic plan for the family, using the app.
  3. Meet with the prospects again and present the plan. At this meeting the advisor should ideally close the sale and convert the prospects into customers.  

This interaction was part of an app used by financial advisors. Their workflow is illustrated in the storyboard above:

This page is prepopulated with information we already have. In the vast majority of cases, advisors won't need to make any edits. They can just hit Continue and be on their way. 

When the advisor comes to the page, it presents the information needed to calculate and optimize a married couple's taxes. In this case, all three drop downs affect each other, as well as the tax rate table below. 


The pen icon was used throughout the app to initiate edits. End users showed a strong preference for inline edits, even when it made the page much more complex.


This was the first time we tried to apply more consumer-style design approaches to enterprise software at scale. Here are some learnings from my experience of consumerification of enterprise apps. 

Consumerification of enterprise software


  • Design your app to be attractive.
  • Write in simple, informal language.
  • Make the app easy to learn for end users.
  • Test with end users at different career stages and performance levels.


  • Assume that end users have perfect recall of everything in their field.
  • Test your app with stakeholders instead of end users.
  • Remove functionality just because lay people don't understand it.