Garrett Planning Network Usability Review
Rajesh Nerlikar
October 30, 2017
Key Findings
What’s Working
What’s Working: Hero Banner
“A website that helps you find financial advisors in your area.”
“You can contact financial advisors and you can find one that’s available near you.”
Participants understood what the site did quickly.
What’s Working: Search by Location
“So I see these folks came up first and then you have Advanced Search on the side.”
“Yea it’s pretty straightforward. If I want to get people in Colorado Springs then I can click on the two bubbles here.”
Almost all participants started by searching by zip.
What’s Working: Profile Pages
“It gives like a basic resume. I like that.”
“It’s definitely nice right here I can get her overview. Location, professional background, fees and services...”
Participants found profile pages informative.
Issues and Recommended Changes
Issue: What Makes GPN Advisors Unique Isn’t Immediately Clear
So What?
Visitors might be more likely to continue using their bank’s advisor, a broker, friends, family, coworkers or online forums and sites to make financial decisions without the help of a professional.
“OK this is interesting. I definitely want to know what makes you guys more different from everyone else.”
“Fee only means per transaction fees...They tell me that ‘oh this is a great investment, it’s gonna cost you 5 grand to get into this so that’s my fee’”
Recommended Change: Make Unique Value Proposition More Prominent
Issue: Participants Stumbled Through Advanced Search
So What?
Almost all participants wanted to further filter search results to get a more manageable number of advisors to consider*. Many might bail on the site entirely if the advanced search doesn’t help them do so.
* see behavioral research in The Paradox of Choice
“I would just go to ‘working with men’. Oh wait, that’s only if you work with men not females. No. Honestly, I don’t even know...”
“Hit Find an Advisor. Uhhhhh. I get a guy in Beaverton Oregon. So it kinda got rid of my [zip code]”
Recommended Change: Replace Advanced Search with Filters
Issue: Participants Want to “Interview” Many Advisors Initially
So What?
If it’s not easy to reach out to multiple advisors to see how fast they respond and how they respond, visitors might find an advisor through another site such as WealthMinder or SmartAsset.
“Hypothetically speaking, if I was using this, I would probably call like 5 or 6 people.”
“Aside from her I still want to look at other people to see what I found.”
Recommended Change: Let Users Send Same Message to Several Advisors
About This Study
About This Study