Goldman Sachs

Financial advisors were running portfolio strategy on spreadsheets

Goldman Sachs Asset Management needed to scale a critical internal workflow. An advisor inside the firm had developed a homegrown set of spreadsheets for evaluating and recommending investment strategies to clients. It worked for her — but it didn't scale across the firm or to the registered advisors who use the GS franchise.

The firm made her the product owner for turning it into a real product. I worked with her, another UX designer, and a visual designer to design a web-based strategy advisory platform — under the constraint that everything had to speak Goldman Sachs's existing visual language.

Helping advisors find the right strategy in minutes, not hours

The core flow lets advisors enter a few basic account criteria — investment amount, time horizon, risk profile — and quickly narrow down which fixed income or equity strategies to recommend. The platform surfaces strategy descriptions, available offerings, and key metrics like yield and duration, then lets advisors run a transition analysis or generate a client-ready report.

I designed the strategy selection experience with progressive disclosure: advisors start with a clean, scannable overview, then drill into strategy details only when they need depth. Filtering by themes, tax status, and asset class lets them narrow options without losing context on what's available.

From overview to recommendation with full context

Each strategy detail page gives advisors everything they need to make a recommendation: a strategy snapshot with risk and return characteristics, available offerings with yield and duration comparisons, and a learning center with relevant research and fact sheets. Advisors can request a transition analysis directly from the detail page — replacing a process that previously required back-and-forth emails with the internal team.