An industry who's beginnings can not be marked, but continues to serve as the foundation of our ecomonic system- Financial Services and Investment Management. In such a large and established industry, how does a name brand firm visually stand out and functionally remain the 'go-to' firm? We used creativity to defy and redefine tradition.
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This project had high complexity because of the customized experience each user needed. In additional, each user came from a different country which financial regulations varied. Crafting a system that is versatile and componentized would be critical to the project's success.
While we can not account for all mindsets in one experience, these are the primary users of the experience that was crafted. We conducted 36 user interviews to get inside the mind of our user- a Financial Services Professional. We analyzed the interviews and additional click and metadata and were able to craft three user types for our experience.
After reviewing data, getting to know our personas we broke down the existing website and found gaps and redundancies in information. From there, we developed a new Information Architecture to serve as the base for the new user experience.
The user experience of the site is focused on each user. We asked, "How can we prioritize space and essential information so that each financial professional can quickly find what they are seeking?". We analyzed each users needs and reporirotized their interests to create the structure of each page.
Working with the existing company brand, we leveraged their pallet in a way that would create a modern, professional, familiar yet innovative experience. Using the basic 'square' as a conceptual building block, we crafted an experience that is not only modern and fresh, but able to adapt to the various user types and future company growth. With constant success and acquisitions, it was important to build a system that is adaptable, componentized, and timeless.
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