The Challenge
Large Main Street Bank's key clients with a goals-based plan that was designated as POR was at 76%. The company had set goals for POR to reach 80% by the end of 2019 and 85% by the end of 2020. I conducted a research study to identify what hurdles needed to be overcome in order to increase POR Designation adoption.
Timeline – over 7 weeks, we analyzed 298 text-based submissions and conducted 12 remote in-depth interviews with Financial Advisors and Branch Managers.
Methodology - began by performing secondary research. We analyzed text submissions and existing interview transcripts. We then conducted and analyzed primary research through remote interviews to answer the key questions.
Findings - six hurdles were uncovered that need to be addressed in order for Financial Advisors and their clients to use the POR designation.

Advisor Empathy and Strategic Insights Map (ESSI)
This ESSI map visually communicates the routines of selected Advisors who currently have a lower/falling rate of adopting POR. The goal of this map is to deeply understand the day-in-the-life routines of these individuals so that we may design solutions around their existing behaviors.
Anchors
Participants’ views of what is holding us back from using POR.
Advisor and Client Empathy Cards
This individual or group activity first asks participants to spend time reading through the cards and gaining a deep understanding of Advisor sentiments and situations. Second, it asks them to generate ideas for what message they might share with advisors or what Large Main Street Bank might do for advisors. Third, it asks people to share their ideas with the group and compare. Finally, once the group aligns on ideas, make a plan. It’s always recommended to test their ideas back with advisors to get feedback and refine.

Concept Posters
Concept Posters visually communicate the generated ideas of selected Advisors who currently have a lower/falling rate of adopting POR. The goal of these posters is to promote these individuals vision of the future so that we may design win-win-win solutions for the business, Financial Advisors, and their clients. Blank concept posters are provided to help build a more feasible business case, garner support from decision makers, and provide one vision for moving forward.
Afterwards
After this research study, the Large Main Street Bank POR policy was expanded to account for maintenance and commitment hurdles.
Core Team:
Amanda Andres, Jenniffer Allison, Ingrid Ban, Omar Garcia