UBS Bank
Humanizing the Advisor Experience
When UBS asked us to rethink their branch office website template, the challenge wasn’t just about design—it was about trust. The existing sites were generic, transactional, and faceless. Clients struggled to understand who their advisors were or why they should connect with them. UBS needed a way to make their advisors visible, approachable, and central to the client journey.
Discovery
What Clients Really Want
We started by listening.
Through a series of one-on-one conversations with people actively seeking financial guidance, we uncovered a few consistent themes:
Trust matters most. People wanted to know their advisor’s story, not just their title.
Clarity beats jargon. Industry acronyms like CFP® or CFA® held little meaning without context.
Easy next steps. Ambiguous calls to action left people unsure how to move forward.
These insights quickly reframed the problem: clients weren’t looking for just a bank—they were looking for a partner.
Initial notes, template audit with initial pain points
Reimagined wireframes with new features
The Design Journey
Armed with those insights, we shifted the site from institutional to personal.
We worked with a copywriter to replace sterile language with approachable, human messaging.
Wireframes explored layouts where the advisor took center stage—their photo, bio, and expertise became the hero of the page.
Navigation and CTAs were simplified to make connecting easy: “Schedule a meeting,” “Meet your team,” “Start a conversation.”
Every design choice came back to one question: does this help someone feel more confident about reaching out to their advisor?
Outcome
The final experience stripped away clutter and hierarchy issues, leaving a clean, intuitive design that highlighted the people behind UBS. Advisors weren’t buried in menus anymore—they were visible, relatable, and just one click away.
For clients, the journey felt less like browsing a corporate website and more like being invited into a conversation.
Takeaway
Redesigning UBS’s branch office template wasn’t about pixels or pages—it was about trust. By making advisors central to the experience, we created a path where clients could easily move from curiosity to connection.