Industry
Financial Services
Company
Thrivent Financial
Year
October 2023
Finding the right match
To meet evolving client expectations and ensure strong market fit, we set out to design a two-way matching experience that connects prospective clients with advisors aligned to their needs, goals, and communication preferences. The system introduces real-time, transparent matching and lays the foundation for a smarter, adaptive recommendation engine. As the Lead Product Designer, driving design strategy, ideation, testing, and implementation, while partnering with research, and helped guide a senior product designer through execution.
Problem
Problem headline
To create the new Advisor Match experience at Thrivent, we conducted interviews with internal and external financial advisors and prospective clients to understand what defines a strong advisor-prospect fit. We identified key match drivers—such as readiness, aligned goals, communication style, values, and location—and mapped the user journey to bring these insights to life. Drawing from competitor research, we organized quiz questions into intuitive sections to reduce cognitive load and collaborated with product teams to define MVP criteria and structure a content model that integrates seamlessly with Thrivent’s broader advisor search ecosystem.
Process
Designing a Smarter Way to Connect Clients and Advisors
To create the new Advisor Match experience at Thrivent, we conducted interviews with internal and external financial advisors and prospective clients to understand what defines a strong advisor-prospect fit. We identified key match drivers—such as readiness, aligned goals, communication style, values, and location—and mapped the user journey to bring these insights to life. Drawing from competitor research, we organized quiz questions into intuitive sections to reduce cognitive load and collaborated with product teams to define MVP criteria and structure a content model that integrates seamlessly with Thrivent’s broader advisor search ecosystem.
Solution
Defining the experience
In early wireframes, I used a step-by-step quiz layout to set clear expectations and keep things digestible. For the results, I leaned into what users told us they wanted—transparency—by exploring ways to show why an advisor was a good fit, like match tags or percentage scores.
IMPACT
Strong signals
Early reviews with advisors show a strong willingness to try this out since it integrates a lot of questions they ask in their first conversations with prospective clients. Stay tuned! This project is still in flight and being shaped for production. Check back in the coming weeks for more updates.
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