Prioritizing User Needs: Vanguard Mobile App

• Vanguard Group, a global investment-management company founded in 1975, was facing a major redesign project for its mobile app for personal investors.
• The app had several diverse user groups with many different needs, which made it challenging for the Vanguard mobile-UX team to prioritize its work.
• The team had to balance conflicting needs and resource constraints to maximize user satisfaction.
• Teil Wise, the UX and design manager, shared the team's strategic approach to prioritization in an interview with NN/g.
• Vanguard is famous for its index funds and advocacy for a "buy-and-hold," passive-investment strategy.

Background: Vanguard Group and the Vanguard Mobile App

• Vanguard Group is a well-known global-investment company that serves a user population with diverse needs.
• The company's mobile app for personal investors was undergoing a major redesign project, which required prioritization of effort.
• Vanguard is famous for its index funds and advocacy for a "buy-and-hold," passive-investment strategy that argues against market timing.