Client TD Ameritrade / 2017
Client TD Ameritrade / 2017
Client TD Ameritrade / 2017
Client TD Ameritrade / 2017
Essential Portfolios
Essential Portfolios
Essential Portfolios
Essential
Portfolios
Essential Portfolios
ROLE: Creative Direction, UX/UI, illustration
ROLE: Creative Direction, UX/UI, illustration
ROLE: Creative Direction, UX/UI, illustration
ROLE: Creative Direction, UX/UI, illustration
Essential portfolios is TD Ameritrade’s automated investment service; after answering a few questions about your financial goals, it generates a portfolio recommendation that matches your needs.
The system monitors your account and automatically rebalances as necessary.
Essential portfolios is TD Ameritrade’s automated investment service; after answering a few questions about your financial goals, it generates a portfolio recommendation that matches your needs.
The system monitors your account and automatically rebalances as necessary.
Essential portfolios is TD Ameritrade’s automated investment service; after answering a few questions about your financial goals, it generates a portfolio recommendation that matches your needs.
The system monitors your account and automatically rebalances as necessary.
Essential portfolios is TD Ameritrade’s automated investment service; after answering a few questions about your financial goals, it generates a portfolio recommendation that matches your needs.
The system monitors your account and automatically rebalances as necessary.
Essential portfolios is TD Ameritrade’s automated investment service; after answering a few questions about your financial goals, it generates a portfolio recommendation that matches your needs.
The system monitors your account and automatically rebalances as necessary.
APPROACH
APPROACH
To introduce the product and its innovative technology, we created an experience that would automatically generate a customized “investor profile” and avatar, using IBM Watson for the personality analysis, and Betaface’s API for the Avatar generation.
Our platform allowed users to connect their Facebook profile to get a personality analysis along with a customized avatar.
The API's face recognition gave us an ample collection of general traits; from gender, age, ethnicity, emotion, glasses detection, mustache, and beard, to more specific facial features like shape, it's relative size and location, and approximate hairstyle (length, thickness, form). In order to be able to generate a wide variety of unique faces we used most of the hairstyle options provided, added custom styles and kept other features simpler.
The API's face recognition gave us an ample collection of general traits; from gender, age, ethnicity, emotion, glasses detection, mustache, and beard, to more specific facial features like shape, it's relative size and location, and approximate hairstyle (length, thickness, form). In order to be able to generate a wide variety of unique faces we used most of the hairstyle options provided, added custom styles and kept other features simpler.
The API's face recognition gave us an ample collection of general traits; from gender, age, ethnicity, emotion, glasses detection, mustache, and beard, to more specific facial features like shape, it's relative size and location, and approximate hairstyle (length, thickness, form). In order to be able to generate a wide variety of unique faces we used most of the hairstyle options provided, added custom styles and kept other features simpler.
The API's face recognition gave us an ample collection of general traits; from gender, age, ethnicity, emotion, glasses detection, mustache, and beard, to more specific facial features like shape, it's relative size and location, and approximate hairstyle (length, thickness, form). In order to be able to generate a wide variety of unique faces we used most of the hairstyle options provided, added custom styles and kept other features simpler.
Labeling and organizing the assets per feauture was key to identify the total number of assets required to create the avatars. Hairstyles alone required the design of 480 individual assets, plus all the variations needed for the eyes, beard, mustaches, mouths, and glasses, as well as custom hairstyles and hats.
Labeling and organizing the assets per feauture was key to identify the total number of assets required to create the avatars. Hairstyles alone required the design of 480 individual assets, plus all the variations needed for the eyes, beard, mustaches, mouths, and glasses, as well as custom hairstyles and hats.
Labeling and organizing the assets per feauture was key to identify the total number of assets required to create the avatars. Hairstyles alone required the design of 480 individual assets, plus all the variations needed for the eyes, beard, mustaches, mouths, and glasses, as well as custom hairstyles and hats.
Labeling and organizing the assets per feauture was key to be able to identify the total number of assets required to create the avatars. The hairstyles alone required the design of 480 individual assets, plus all the variations needed for the eyes, beard, mustaches, mouths, and glasses, as well as custom hairstyles and hats.
WIREFRAMES
The experience was conceived mobile-first due to the higher volume of traffic directed to mobile devices, but both mobile and desktop were developed in parallel.
The flow below provided an early outline of the whole experience; it defined entry point, avatar creation, customization, and download, as well as the outcome of the profile analysis.
The experience was conceived mobile-first due to the higher volume of traffic directed to mobile devices, but both mobile and desktop were developed in parallel.
The flow below provided an early outline of the whole experience; it defined entry point, avatar creation, customization, and download, as well as the outcome of the profile analysis.
MOBILE EXPERIENCE
After prototyping and testing we revisited the UX/UI to polish personalization controls, add contextual menus, and improve performance.
These findings provided valuable feedback that helped us shape the design and rethink functionalities.
After some iterations and testing the UI was adapted for ease of use and to better accomodate personalization controls, contextual menus, and shareability.
The total number of possible iterations came up to 109,081,728 enabling us to recreate a third of the US population.
The total number of possible iterations came up to 109,081,728 enabling us to recreate a third of the US population.
The total number of possible iterations came up to 109,081,728 enabling us to recreate a third of the US population.
The total number of possible iterations came up to 109,081,728 enabling us to recreate a third of the US population.
The total number of possible iterations came up to 109,081,728 enabling us to recreate a third of the US population.
(The United States population on December 2018 was 328,226,532)
AVATAR EDITOR SAMPLE - MALE
AVATAR EDITOR SAMPLE - FEMALE
CAMPAIGN PERFORMANCE SUMMARY
CAMPAIGN PERFORMANCE
SUMMARY
CAMPAIGN PERFORMANCE
SUMMARY
The total number of completed profiles exceeded original estimates, based on expected click-through-rate, and platform engagement, by 40%.
The rate of profiles completed increased as the campaign progressed, peaking at 10%.
49.5K
49.5K
49.5K
Users entered
Users entered
Users entered
Users entered
Users entered
31K
31K
Connected to facebook
Connected
to facebook
Connected to facebook
Connected to facebook
Connected to facebook
25K
25K
Profiles completed
Profiles completed
Profiles completed
Profiles completed
Profiles completed
LEARNINGS
Users had a strong interest and engaged with the experience shown by 25K profile completions, made stronger with the IBM Watson integration.
- Reached a new and qualified audience by leveraging Facebook’s precision based targeting
- Consider how to extend a similar experience beyond FB
- Create an incentivizing mechanism to encourage profile sharing
- Continue to explore partnerships to add credibility around new product launches
- Continue to leverage new and innovative formats that drive engagement
Splashy Product Launch: Users had a strong interest and engaged with the experience shown by 25K profile completions, made stronger with the IBM Watson integration.
- Reached a new and qualified audience by leveraging Facebook’s precision based targeting
- Consider how to extend a similar experience beyond FB
- Create an incentivizing mechanism to encourage profile sharing
- Continue to explore partnerships to add credibility around new product launches
- Continue to leverage new and innovative formats that drive engagement
Splashy Product Launch: Users had a strong interest and engaged with the experience shown by 25K profile completions, made stronger with the IBM Watson integration.
- Reached a new and qualified audience by leveraging Facebook’s precision based targeting
- Consider how to extend a similar experience beyond FB
- Create an incentivizing mechanism to encourage profile sharing
- Continue to explore partnerships to add credibility around new product launches
- Continue to leverage new and innovative formats that drive engagement
RECOGNITION
Essential Portfolios was awarded GOLD at the 2018 Smarties for best mobile social experience (North America).
Not only did we get to pitch, design, and bring to life a great project, but we were also awarded a GOLD at the Smarties for best mobile social experience (North America).
Not only did we get to pitch, design, and bring to life a great project, but we were also awarded a GOLD at the Smarties for best mobile social experience (North America).
Not only did we get to pitch, design, and bring to life a great project, but we were also awarded a GOLD at the Smarties for best mobile social experience (North America).
