Referrals from high net worth clients ($1-5MM) go entirely to advisors, or are given to prospects by current clients. This can cause confusion and slow initial onboarding for advisor services. Many advisors are receiving referral traffic, but these referrals often lack the context and information to start a timely advisor conversation.
Challenge
Vanguard wanted to strengthen its customer acquisition pipeline through a referral program. While existing channels performed steadily, referral signups were lagging, and the digital experience lacked visibility, personalization, and clear conversion paths.
Strategy
I led the redesign of the referral experience by integrating UX strategy, SEO visibility, and personalization techniques. Working cross-functionally with product managers, data strategists, and content teams, I applied the double diamond framework to identify friction points and unlock growth opportunities.
Key initiatives:
- SEO & Discoverability
- Personalized Journeys
- Simplified Conversion Flow
- Experimentation & Testing
Execution & Leadership
- Team Management: Directed a cross-functional squad including UX designers, content strategists, SEO specialists, and developers.
- Agile Delivery: Leveraged Jira and collaborative design in Figma, ensuring continuous iteration and stakeholder alignment.
Results
- +38% increase in referral-driven signups within 6 months
- +22% lift in conversion rate after streamlining the flow and introducing targeted CTAs
- Improved discoverability
- Post-launch surveys reflected a 15-point increase in customer satisfaction with the referral process.