J.D. Power Audit Feedback
Summary of feedback from our recent J.D. Power audit, used to align the redesign with industry best practices and prioritize fixes. Full detail is in the project document jd-power-audit-feedback.md.
Figma
We have an area in our Figma files where you can read more about the audit and feedback. View the 2025 J.D. Power AV review in Figma.
Industry benchmark
Top performer (Advised segment): Wells Fargo Advisors combined digital experience ranks #1 in the Advised segment, outperforming the average by a significant 22 points. Their experience is supported by intuitive design and easily navigable, information-rich content.
Benchmark: LPL’s redesign should aim for the clarity, navigability, and content richness that define the advised-segment leader.
LPL high-level summary
- LPL’s app falls significantly below the advised average, with the app framework substantially pulling down scores.
- LPL’s website falls significantly below the advised website average.
- LPL’s digital experiences have consistently performed below the profiled wealth management firms, with the website being a particular area of weakness.
- LPL’s mobile app has remained largely unchanged in the past year, aside from minor tweaks.
- LPL’s website has undergone a major redesign over the prior year; the non-authenticated experience has also been redesigned.
Quick reference: redesign priorities
| Area | Key fix |
|---|---|
| Performance | Faster, more reliable login; fewer post-login interstitials |
| Navigation | Bottom nav: money movement, planning, research; clear Overview vs. Accounts; active-state indication |
| Security | Prominent security center in More/settings with ratings and recommendations |
| Visual | Smaller headers, full width, standard caps, better contrast and color |
| Account overview | Above-the-fold account details; prominent left-aligned total value; simpler filters |
| Profile/settings | Hierarchical More menu; clear profile entry; fewer steps (e.g., 3 taps to contact info) |
| Portfolio | Single-screen summary; better use of space; no horizontal scroll for holdings |
| Virtual assistant | In-app (and possibly web) assistant with wealth-specific, proactive capabilities |
Evaluation callouts by theme
Key pain points and redesign implications from the audit, by theme.
System performance: speed, security, and login
- Across channels, LPL’s system performance trails in speed, security, and login. Speed is a key pain point, especially on the mobile app; login is remarkably slower than average.
- LPL investors are more likely to encounter login issues despite correct credentials and are less likely to report that security measures are very effective.
Redesign implication: Improve login speed and reliability; surface and strengthen security center (e.g., in More/settings) with clear status and recommendations.
Post-login experience
- LPL investors encounter more post-login interstitials (tutorials, paperless enrollment); mobile app users report higher instances of offers. These interruptions negatively impact satisfaction.
Redesign implication: Reduce or defer interstitials; consider inline or contextual prompts instead of blocking modals.
Navigation and findability
- Mobile: Navigating to features/tools is relatively worse; updating profile, reviewing portfolio, researching funds, and making transfers are significantly more difficult. Bottom nav does not provide access to money movement, planning, or research; money movement requires unintuitive navigation.
- Website: Using the website’s menu is the most difficult. Overview and Accounts overlap with no clear distinction; active pages are not indicated.
Redesign implication: Bottom nav should include money movement, planning, and research; clarify or consolidate Overview vs. Accounts; indicate active state in global nav; improve visibility and spacing of nav labels.
Visual design and appeal
- LPL significantly underperforms in visual appeal. Website does not utilize space efficiently (large headers, underutilized width); relies heavily on all-caps; some text has poor legibility. Mobile app color scheme is monotone with limited color and visuals.
Redesign implication: Reduce header size; use full width where appropriate; avoid all-caps for body/UI; improve type size and contrast; add purposeful color and imagery.
Account overview and findability
- Account overview doesn’t use prime real estate (large headers, limited navigation). Account details are at the bottom of the screen; should be earlier (e.g., accordion above the fold). Total value is out of view in the upper right; top performers use prominent left-aligned placement.
Redesign implication: Shrink or repurpose headers; surface account details above the fold; simplify overview filter; make total value prominent and left-aligned.
Profile and settings management
- “More” menu is not organized by hierarchy; profile is not clearly prioritized. Investors report high effort/steps to manage profile/settings. Wells Fargo Advisors: 3 screens, 3 taps to update contact info.
Redesign implication: Reorganize More/settings by hierarchy; surface profile clearly; reduce steps to contact-info and key settings.
Portfolio review
- Investors want more interactive and detailed portfolio features. Holdings display uses space inefficiently and extends beyond the screen (horizontal scrolling). Top performers centralize key details on one screen.
Redesign implication: Add interactivity and clearer descriptors/visualizations; consolidate key details on a single summary screen; avoid horizontal scroll.
Virtual assistants and AI
- AI is mainstream and trust is high, especially under 40. More than half of wealth management firms offer in-app virtual assistants; advised investors are more likely to use them. Many assistants are effective for routine tasks but do not proactively suggest or anticipate needs.
Redesign implication: Consider a dedicated virtual assistant in the app (and optionally web) with wealth-specific capabilities; aim for proactive suggestions and logical next steps.
Full feedback with all pain points and industry patterns: jd-power-audit-feedback.md in the project.