Intro
Leading design of the UBS Advisor & Branch Locator Experience
UBS required a user-centric solution to help clients discover financial advisors and branches efficiently while driving meaningful advisor-client connections. As Lead UI Designer, I designed a user-friendly, brand-aligned locator that makes it easy for clients to find a UBS financial advisor or branch.
Starting with comprehensive user research, I refined the experience through iterative design sessions and usability testing. The outcome prioritized location-based discovery and streamlined interactions, ensuring users could easily search, filter, and connect with the right financial guidance.
Problem statement
Problem statement
Redesigning the UBS Locator Experience
UBS's existing advisor and branch locator featured an outdated interface, limited search functionality, and inconsistent brand alignment. To address these challenges, the redesigned experience prioritized user-centered design and brand consistency. The new experience had to solve:
- Outdated Interface - Replace the outdated interface with a more modern and intuitive solution.
- Search Limitations - Make it easy for clients to search by name or location based on their intent.
- Accessibility Gaps - Ensure accessibility and usability across devices.
- Brand Inconsistency - Reflect UBS's brand identity to foster trust and credibility.
Main Search Page
Before
The cluttered layout and outdated branding made it difficult for users to begin their search with confidence. Too many inputs created friction, making the experience feel restrictive and unintuitive.
Design process
Design process
Locator Search Inputs
Users completed common tasks such as searching for an advisor by name, by location, or opting to be matched to simulate real-world use cases. We tracked task completion times and collected user satisfaction ratings to evaluate ease of use. These insights helped identify which layout best supported users who were unfamiliar with advisor details or uncertain about how to start their search.
Prioritizing Best Match Stepped Form
Test Iteration
The stepped form added unnecessary complexity by asking for user information upfront - 50% of users stated they initially thought it was a part of the search process. This confusion increased task completion times and created friction, ultimately reducing the efficiency of the overall experience.
Locator Search Results Design Comparison
Following my market research and identifying business needs, I developed two distinct interface approaches. The comparison below illustrates the strategic design evolution from a traditional information-heavy grid layout to a location-first, user-centered discovery experience.
Advisor Results Test Iteration
The grid-based interface prioritized comprehensive information display, presenting detailed advisor profiles simultaneously with filtering capabilities. However, user testing revealed that this approach created cognitive overload and failed to address users' primary need for geographic context.
Filterable advisor cards displaying contact information, professional designations, and clear CTAs to message or visit their website.
Advisor Results Final Iteration
Additional research shows that users are likely to pick an advisor within a 5 mile search radius. In response, our redesigned map-integrated interface fundamentally restructures the user experience around location-based discovery while maintaining access to essential advisor information.
Advisor cards with contact details and clear CTAs to message or visit their website, paired with an interactive map for location context.
Results & Impact
Results & Impact
Redesigning the UBS Advisor & Branch Locator Experience
The redesigned platform delivers measurable business value by streamlining client connections and reinforcing UBS's digital presence.
- Enhanced User Experience - Location-first design approach improves advisor discovery efficiency and user satisfaction
- Engagement - Intuitive user experience with streamlined search process and clear CTAs drive higher advisor connection rates
- Brand Consistency - Professional design execution reinforces UBS's trusted brand identity and credibility
- Universal Accessibility - WCAG-compliant design ensures all clients can effectively navigate and utilize the platform
Conclusion
Conclusion
As Lead UI Designer on the UBS Financial Advisor Locator redesign, I partnered closely with product managers, developers, and business stakeholders to turn a complex search experience into a clear, location-first journey. Collaborating with UBS's digital platform team, we delivered a scalable solution that supports thousands of financial advisors - while reinforcing the brand's premium and trusted identity.