{"id":4525,"date":"2016-02-03T17:29:00","date_gmt":"2016-02-03T17:29:00","guid":{"rendered":"https:\/\/emoneyadvisor.com\/blog\/the-role-design-plays-in-client-engagement\/"},"modified":"2021-02-02T15:31:26","modified_gmt":"2021-02-02T15:31:26","slug":"the-role-design-plays-in-client-engagement","status":"publish","type":"thought_leadership","link":"https:\/\/emoneyadvisor.com\/blog\/the-role-design-plays-in-client-engagement\/","title":{"rendered":"The Role Design Plays in Client Engagement"},"content":{"rendered":"

In a break with tradition, the Oxford Dictionaries recently announced the \u201cFace with Tears\u201d or\u00a0\"Face\u00a0emoji as the 2015 word<\/em> of the year. While this news is definitely the kind that elicits an audible, \u201creally?\u201d when one hears it, it really shouldn\u2019t come as any surprise.<\/p>\n

Images \u2013 even emojis \u2013 are an incredibly useful way to convey complex concepts at a glance. They complement a message, adding crystal clear emotion to its meaning.<\/p>\n

A phrase as simple as \u201cHey, what\u2019s going on?\u201d for example, could be interpreted a host of different ways when sent as a plain text message. But when an image is included, its meaning becomes obvious. A smiley face is a friendly inquiry, a confused face is a plea for information, an angry face means someone might be sleeping on the couch.<\/p>\n

When applied to financial services, imagery and aesthetics have had an increasingly larger role as more and more client interactions move online. In fact, there already exist entire wealth management businesses \u2013 including start-ups, independents, and traditional companies \u2013 in which the advisor and the client never meet face-to-face, yet have a fully functioning, trusted relationship.<\/p>\n

And when it comes to online interactions, design is key. It works with the substance of your service to create an engaging experience that will keep clients and prospects coming to you for online wealth management time and time again.<\/p>\n

You have exactly five seconds <\/strong><\/h3>\n

As the popular statistic<\/a> goes, when someone visits a website they form an opinion of everything – from its legitimacy to its ease of use \u2013 within just five seconds.<\/p>\n

Design is what makes the difference in those five seconds. The aesthetic value of your online interactions works to draw clients in and more importantly, keep them engaged.<\/p>\n

To take a physical example, look at Disney World. Disney\u2019s Castle might be impossible without the structure of steel and concrete, but it\u2019s the aesthetic beauty and overall experience that these materials create that draw in the crowds. And keeps them coming back.<\/p>\n

So how do you turn your online experience into the Disney World of online wealth management?<\/p>\n

Judge a book by its cover<\/strong><\/h3>\n

Our perception of value is heavily based on our environment. It\u2019s the reason why people pay four dollars for a Starbucks coffee, yet refuse the same product when it sells for fifty cents at Taco Bell.<\/p>\n

So what is the value of your client experience? Are you providing the best online \u201cenvironment\u201d for your clients? Here are some\u00a0themes to consider when evaluating the aesthetic appeal of your online presence:<\/p>\n

1. Ease of use:<\/strong> Finances are complicated enough. If your technology adds to this stress then it will turn clients and prospects away almost immediately. Minimalistic, clean, intuitive. Take the time to understand how to incorporate those themes into your online client experience.<\/p>\n

2. Peace-of-mind:<\/strong> A design that incorporates a client\u2019s emotions will be much more appealing than a cold, sterile one. Understand that the data is not what\u2019s important. It\u2019s the people and goals behind the data that truly matter.<\/p>\n

3. Professionalism:<\/strong> There are plenty of places for entertainment elsewhere online. Know what it is people expect from you and have your online experience reflect that.<\/p>\n

Aesthetics set the stage for every client or prospect interaction. Which is why using imagery to convey complex concepts such as \u201ctrustworthy\u201d or “professional\u201d is vital for an engaging client experience.<\/p>\n

It\u2019s time you start treating your online client experience with the care and attention it requires.<\/p>\n


\n
\n
\n
\n\"New<\/a>
\n<\/span>
\n