Making advisor discovery feel clearer and more trustworthy

Anyone’s core idea was strong: connect people with experienced advisors through quick calls. But the most important moment in the journey — choosing who to speak to — created friction. Users needed to understand who was relevant, who felt trustworthy, and whether the call would be worth their time before committing.

The project focused on improving the advisor discovery flow, making it easier for users to narrow down options and feel confident about their decision.

Research showed that finding the right advisor could feel time-consuming and anxiety-inducing. When users could not quickly understand whether an advisor was relevant or credible, they were more likely to give up or fall back on more familiar ways of seeking advice.

The design challenge was not simply to add more information. It was to make the decision feel clearer: help users identify relevant advisors, understand why they were a good fit, and move forward with more confidence.

I started by documenting product observations and turning them into research questions. From there, I created a survey to understand how people seek advice, what makes an advisor feel trustworthy, and what currently makes the process frustrating.

After collecting responses, I synthesised the data through affinity mapping and prioritised the most recurring issues based on user value, business relevance, effort, and time.

The research helped narrow the project from a broad product improvement exercise into a more focused advisor discovery problem. Instead of redesigning the entire app, I prioritised improvements that could make the decision easier at the moments where users needed clarity most.

I created a usability testing script with scenarios and tasks to evaluate whether the new flow helped users find and assess advisors more easily. The test focused on task completion, perceived usefulness of filtering, and whether the new experience made advisor discovery feel straightforward.