Edward Jones Generations™
Professional experience
During my time in Edward Jones Generations™—the firm’s first-ever high-net-worth sub-brand—I served as Design Lead, helping invent a white-glove, branch-integrated experience from the ground up. From co-creating the entire service model and journey blueprints to designing the wildly loved modular 12-Month Client Roadmap, interactive discovery tools, and premium client albums, I blended deep brand guardianship, enterprise-scale facilitation, and hands-on UX craft to turn a bold vision into a living, planner-empowering reality that’s still the heartbeat of Generations today.
The Challenge
Edward Jones had never offered a dedicated high-net-worth service line in its century-long history. Generations was the very first—a completely new sub-brand built to serve ultra-wealthy, multi-generational families with white-glove planning that still felt like classic Edward Jones. There was no template, no precedent, and no existing roles.
The Solution
We developed and crafted the entire client and team experience while simultaneously launching new dedicated Generations planning teams that had to work hand-in-hand with 19,000 traditional branches. Everything was highly confidential and heavily regulated, so actual deliverables can’t be shown—but the story of how we pulled it off absolutely can. As Design Lead on Generations, I became the creative and strategic force that turned a bold vision into a living, breathing client experience that’s now the gold standard for high-net-worth wealth management at the firm.
lofi wires coming soon…
Client 12-Month Roadmap—The Artifact That Changed Everything
Planners were drowning in static PDFs and spreadsheets. They begged for something beautiful, personalized, and fast. I concepted a fully modular roadmap in Canva built from drag-and-drop, high-res PNG cards—one for every meeting, deliverable, and milestone across the first year. I ran rapid usability tests with senior planners, iterated until customization took under ten minutes, then partnered with the Agency to lock final branding. I personally trained every Generations team in a live, recorded session—walking them through every card, every shortcut, and every client wow-moment. The reaction? Pure joy. Quotes like “This is EXACTLY what we’ve needed for years” and “I’m nerding out right now” still ring in my ears. That roadmap is now the centerpiece of every Generations client relationship and has been rolled out firm-wide as best practice.
lofi wires coming soon…
Service Design at Enterprise Scale
I designed and facilitated a six-month series of co-creation workshops that brought together enterprise stakeholders, branch leaders, senior planners, researchers, legal, compliance, and the Agency. We defined the end-to-end Generations service model from first contact to year twelve and beyond. I personally authored the master journey map and service blueprint that visually synchronized three actors (client, branch FA, and dedicated Generations team), aligned every step to the firm-wide Common Experience Framework, and baked in sub-journeys, decision points, and emotional highs/lows. I then translated that monster blueprint into an interactive Roles & Responsibilities prototype using a high-end restaurant analogy (client = diner, branch = maître d’, Generations team = chef’s table) that made complex team dynamics instantly understandable—even to the director of Edward Jones Generations.
Brand Guardianship & Liaison Role
I embedded myself with the Edward Jones Agency from day one, becoming the de facto bridge between the Experience and Brand teams. I absorbed every nuance of the new Generations visual and verbal identity—luxurious yet approachable, timeless yet distinctly premium—and made sure every single touchpoint (digital, print, and in-person) lived up to it. Whether it was negotiating color tolerances with the creative director or pushing for a subtle die-cut reveal on the client invitation, I fought for elegance without ever breaking brand compliance.
Digital & Physical Touchpoint Innovation
Turned the planners’ beloved physical discovery cards into a swipeable, animated digital prototype that made emotionally heavy conversations feel light, intuitive, and even fun
Redesigned the ultra-premium client invitation album: introduced a pressed pocket for the invite, a discreet die-cut name reveal on the belly band, and a cost-effective structure that still felt utterly luxurious
Created the senior planners’ client-intro deck from scratch—iterating through dozens of versions with the Agency until it was pitch-perfect, then heard planners say it was the tool they’d been dreaming of
Storyboarded, scripted, and co-produced the Generations launch video with Micah—bridging video production, compliance, and brand to ship something that made financial advisors actually tear up
lofi wire coming soon…
Presentation & Facilitation Mastery
Every artifact had to land with executives, planners, and branch leaders who’d never seen anything like Generations before. I became the storyteller-in-chief: translating dense service blueprints into narratives anyone could feel, facilitating two-day offsites with 40+ stakeholders, and presenting to the firm’s most senior leaders with calm confidence. I could take a 90-slide Figma deck full of journey maps and turn it into a 12-minute story that left the room energized and aligned.
In the end, Generations didn’t just launch—it redefined what “high-net-worth” could mean at a firm built on Main Street relationships. And I was the designer who helped write that new definition, one human-centered artifact, one workshop, and one standing ovation at a time.