Wunderman Thompson
2021
UX Design, Interaction Design
About the Project
Principal Asset Management is a leading investment firm. They sought to revamp their website to enhance user experience and foster a stronger brand identity. The existing site was outdated, lacked visual appeal, and failed to effectively convey the firm's expertise and investment philosophy.
Key Objectives
The primary objectives of the redesign were to:
Improve user experience: Create a user-friendly and intuitive interface that facilitates easy navigation and seamless access to information.
Enhance brand identity: Establish a consistent and compelling brand presence throughout the website, reinforcing Principal Asset Management's reputation as a trusted investment partner.
Showcase investment insights: Provide a platform for sharing valuable investment insights and market commentary, attracting potential clients and establishing thought leadership.
Process
User Research: We conducted in-depth user research to understand the needs, preferences, and pain points of the target audience, including investors, financial advisors, and intermediaries.
Key takeaways:
When we interviewed FA customers, they painted a clear picture of the experience they wanted.
Most FA's are laser focused on the details of a particular financial product.
They wanted to get to a specific product as quickly as possible.
They wanted to skip to specific categories of information.
The next step is to send out PDF's or links of a selected product to peers and clients.
Information Architecture
Developed a clear and intuitive information architecture that effectively organizes the website's content and ensures easy navigation.
Visual Design
Created a modern and visually appealing design that aligns with Principal Asset Management's brand identity, utilizing a clean and sophisticated color palette, typography, and imagery.
Prototyping and Testing
Iterated through multiple prototypes, conducting user testing to gather feedback and refine the design based on user interactions.
