A user-focused redesign of the Goldman Sachs Private Wealth Management homepage to streamline data presentation, improve navigation, and optimize workflows for advisors.
I spearheaded the homepage redesign, fostering collaboration among developers, product managers, and the design team. My efforts focused on two key components, ensuring improved accessibility and usability, while delegating other tasks to maintain design consistency and quality across the project.
To support scalability, I created a local Figma library with modular components and authored comprehensive documentation to assist developers in building a flexible system. These contributions established a streamlined process for future updates and significantly improved the overall user experience.
ProblemThe homepage was overloaded with data, lacked clear visual hierarchy, and had outdated design elements, making it challenging for advisors to identify critical metrics. Static layouts, limited personalization, and inconsistent design further hindered usability and failed to support individualized workflows.
TaskRedesign the homepage to simplify data presentation by introducing clear visual hierarchy and prioritizing critical metrics. Incorporate modern UI elements, improved typography, and interactive features to enhance usability and engagement.
Private Wealth ManagementGoldman Sachs Private Wealth Management (PWM) is a cornerstone of the firm's Asset and Wealth Management division, serving high-net-worth clients with accounts exceeding $10 million. PWM offers personalized investment strategies, exclusive opportunities, and services like portfolio management and estate planning to drive long-term wealth growth.
Understanding the AdvisorsWorking alongside the product team and researchers, we conducted user interviews that uncovered key pain points in the current advisor experience. These insights revealed five critical opportunities to improve the homepage.
With a clear picture of advisor pain points, we moved into a structured design process — auditing the existing experience, identifying the components that needed rethinking, and validating solutions through wireframes before committing to high-fidelity design.
Current Experience AuditThe design team conducted an independent audit of the current experience to identify and prioritize essential UX/UI updates. Notably, many of the identified improvements aligned with insights from user interviews conducted by the product team and researchers.
Reworking Key ComponentsThe Insights section took up excessive space and suffered from poor navigation, while the Top Movers section displayed unorganized data with no options for user customization.
WireframesThe Insights section has been redesigned as a carousel card, optimizing space and improving accessibility. Additionally, the Top Movers section was restructured into a tabbed card, enabling advisors to customize and prioritize displayed holdings.
The redesigned homepage integrates modern visuals, enhanced personalization, and interactive features to prioritize advisor tasks and improve efficiency. Simplified navigation and a refined design system provide clarity, usability, and adaptability across touchpoints.
Delivering a scalable design required more than high-fidelity screens — it required building the scaffolding that would let developers and future designers work efficiently without breaking consistency.
Local Components LibraryTo simplify the design process, I developed a unified card component with interchangeable content adaptable to desktop and mobile variants. This approach ensured seamless cross-platform implementation, reduced complexity, and accelerated updates.
Documentation & SpecificationsI created comprehensive documentation detailing specifications for atomic components, templates, and complex organisms. These materials supported seamless tech delivery and ensured long-term maintainability.
Final DesignDelivered a responsive, user-centric redesign of the Goldman Sachs PWM homepage. Introduced a clean, modern interface with improved navigation, enhanced workflows, and personalized features. Established scalable design processes, enabling efficient updates and long-term success.
