LPL Financial

 

Overview

At LPL Financial, I contributed to the redesign of a legacy digital platform to enhance usability, engagement, and brand consistency. I collaborated closely with the creative team on implementing a new brand identity and partnered with developers to execute updated layouts and interaction patterns. In addition, I managed the organization’s Figma design system to ensure visual cohesion and design scalability across all digital products.

Visit LPL
 

Process

Executed the full UX design process — Research, Ideation, Design, and Testing — to deliver data-informed, user-centered solutions aligned with business goals.

Role

As a UX Designer, I was responsible for leading design initiatives to modernize LPL’s legacy digital platform, enhance user experience, and ensure brand consistency. My role bridged collaboration between the creative, marketing, and development teams — from early research and strategy through to design execution and testing. I also managed and expanded the Figma design system to support scalability and alignment across teams.

Target Audience

The primary audience included financial advisors, institutional clients, and individual investors seeking secure and intuitive access to financial insights, account information, and portfolio management tools.

Tools Used

  • Figma

  • Adobe Create Suite

  • Adobe XD(Legacy Components - Pre 2023)

  • UserTesting.com

  • Adobe Experience Manager (AEM)

  • Miro

 

User Research

To better understand user needs and behaviors, we combined qualitative and quantitative research methods. Partnering with the marketing team, we gathered feedback from financial advisors and investors to identify pain points and expectations.

We conducted competitive analysis to benchmark against leading financial platforms and ran card sorting exercises to refine information architecture and improve content discoverability. Additionally, site analytics revealed key drop-off points and engagement gaps.

These insights guided the redesign strategy—resulting in a clearer navigation structure, improved usability, and a more cohesive, trustworthy user experience.

 

Design and Ideation

  • Partnered with creative and marketing teams to integrate the new brand identity across digital experiences.

  • Redesigned all the LPL.com pages using the new IA.

  • Collaborated with developers to implement responsive, accessible, and scalable page layouts.

  • Designed, managed and built new interface components, while creating a structured library for legacy assets.

  • Conducted A/B and internal usability testing to validate and iterate on design improvements.

  • Delivered UX analyses and recommendations to enhance engagement and conversion across the site.

Added some examples of the before and after pages below*

 

Results & Final Thoughts

The redesign of LPL.com delivered measurable improvements across key experience and performance metrics:

  • +20% increase in engagement, with the average pages per session rising from 1.73 to 1.9.

  • +10 percentage point lift in NSAT, reflecting stronger user satisfaction and trust. (Baseline established Q1 2024.)

  • +18 percentage point improvement in user-rated Content Findability and Accuracy.

  • +15% boost in user retention, driven by clearer navigation and more intuitive interaction design.

  • Enhanced page speed and site performance, leading to a smoother and faster browsing experience.

  • Built a scalable Figma design system, now leveraged across multiple product and marketing teams.

  • Enabled the rollout of LPL’s refreshed brand identity, ensuring a consistent and modern digital presence across the platform.