Lincoln Financial Network Customer Experience

A research and discovery project for Lincoln Financial Group focused on the web services Lincoln Financial Network provides to financial advisors.


UX Research Lead

Services & Components
  • Stakeholder Research
  • User Research
  • Card Sorting
  • Surveys
  • Wireframes
  • Design Mockups

OmniGraffle, Photoshop, OptimalWorkshop, Adobe Survey

LFN CE Persona Scott

I'm currently in the process of redesigning this case study — more details will be added in the future.

In the meantime, please get in touch and I would be happy to discuss this project in more detail.

Project Summary

Lincoln Financial Network’s website was in need of an overhaul in 2011. Customers were complaining that they could not find the tools and information they needed to do their job. In addition to the website not being intuitive, the visual design was outdated, which failed to convince financial advisors that they were dealing with a modern company that understood technology and could support their books of business.

I led the UX Research efforts for this project, including quantitative and qualitative website surveys, field research sessions, stakeholder and user interviews, as well as card sorts. The final deliverables that I was responsible for and created included annotated proposed sitemaps, LFN organization segmentation report, internal and external user personas, and conceptual wireframes and design mockups to help the project sponsors and internal teams better visual our recommendations.


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