Vanguard Mobile App Redesign

Vanguard stands as a worldwide investment firm overseeing assets exceeding $7 trillion. It has played a pivotal role in transforming low-cost investing into an accessible option for the public, earning its position as the second-largest provider of exchange-traded funds (ETFs) globally. Beyond funds, Vanguard extends its services to include brokerage facilities, investment education, financial planning, and asset management.

The Challenge

Vanguard has traditionally focused on meeting the preferences of self-assured, self-directed investors, utilizing web and phone channels for client onboarding. As the Baby Boomer generation enters the decumulation phase, projections indicate that Gen X and Millennials are poised to inherit wealth exceeding $68 trillion in the coming 25 years.

The emerging generation of Vanguard clients anticipates a native app to serve as their primary interaction point with the brand. It is crucial for us to attract, educate, and guide these new investors, all while ensuring the satisfaction and engagement of our more experienced legacy clients.

The Approach

Our mission was to deliver the most intuitive mobile investing experience, guiding our target clients to reach their financial goals.
Grounded in research and fueled by data, we developed guiding principles to align our team and focus on executing our vision.

Evolving

Craft a tailored, comprehensive experience for our intended clients that adapts alongside them as they navigate their investment voyage.

Focused

Position the experience as the focal point, influencing all other channels through strategically directed pathways to and from the app.

Purposeful

Convey Vanguard’s value and distinctive structure by fostering exploration and interaction to instill confidence in all investors.

NN/g Spotlight

Prioritizing User Needs: Vanguard Mobile App
https://www.nngroup.com/articles/vanguard-mobile-app/

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