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Urban Skate Park

Building on Empathy 

Rebuilding a global B2B product from the ground-up based upon research, empathy, and understanding
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Project Brief

Client

Wunderman Thompson

Role

Principal UX

Industry​

Global B2B Financial Investments

Project Description

Working closely with Content Strategists and Experience Designers to define the overall strategy and vision to deliver a digital experience that builds brand creditability, inspires engagement, and drives users to act.

Where We Started

The client is a well-known global investment leader who wanted to consolidate multiple global websites into one central site. Each existing site was unique to a singular user. The challenge was to break down these existing websites and create a single entity that would inform and guide all users to perform specific financial tasks. As the Principal UX designer, I advocated for the end-user by utilizing creative problem-solving methods to present the information in a format that would allow visitors access to their desired content and perform various high-level tasks.

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IA Audit

Collaborative Approach

In close collaboration with the strategy and research teams, we undertook heuristic evaluations and audits of the individual websites. Our objective was clear: To gain a deeper understanding of the unique features of these sites and how our users interpreted financial terms and processed information.

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Current State IA Audit

Audit Existing Architecture

By meticulously mapping the current Information Architecture (IA) across all sites, we were able to identify patterns that aided in evaluating content by uncovering both similarities and differences.

 

This comprehensive exercise provided invaluable insights by highlighting the content hierarchy and page taxonomy.

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Personas

Personas & Journey Maps

Partnering with the Experience and Strategy teams, we designed three unique personas of our current users across the five existing sites. We intended to create a hyper-personalized approach focusing on each user's journey.

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Howdy!

Customer Journey Maps

Now that we had our user personas, we mapped them to unique tasks based on their needs to help us understand critical expectations. We aimed to discover where users were most active, identify their goals, and search for areas of opportunity.

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Image of a Customer Journey Map

We set out to understand their goals and motivations by parsing their engagement into four categories:

1

Explore

The first point of entry. The user navigates information about their specific needs

2

Consider

The user evaluates options based on their needs and expectations

3

Decide

The user chooses which option(s) are best for them

4

Recommend

The user feels confident in recommending the client's site and continues engagement

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By mapping the user's engagement, we understood their needs and the critical moments needed to create a cohesive experience.

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Card Sort

Hybrid Card Sort

Evaluate the Information Architecture from the user's perspective by asking financial professionals in various roles to organize a set of topics into categories.

Read about 2021 investment themes
Mutual Fund Performance
Exchange Traded Fund Prices
Special Tax-Sheltered Retirement Plans
Watch Highlights from the Sustainable Business Summit

Cards

Investment Vehicles
Mutual Funds

2 Items

Equities Asset Class

Category

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Card Sort Findings

The card sort results ultimately did validate our overall assumptions on the IA, but we still found opportunities to create relevant cross-linking from other pages of the site to improve findability. Armed with qualitative and quantitative data we then incorporated our research findings into the Information Architecture diagrams.

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Future State User Journey

Future State User Journeys

Using the personas we mapped our users through multiple high-level experiences to  better visualize steps and user priorities. Working closely with the Experience Designers we highlighted the many User Interface touchpoints to gain early insights to help visualize the user journey and prioritize component design.

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Future State Task Flows - Institutional Investor 03.jpg
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In Conclusion

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The path to success is smoothly paved by the time and effort spent better understanding and defining who we're designing for. It's a long and tedious process, but well worth the effort.

The designs and steps we made were completed in order to define and ask the right questions to the right people which in turn enlightened the entire team with vast amounts of insight based upon many weeks and months of intense research, interviews, and revisions. The work we did not only validated a process, but it also, and I quote, "Overall (these UX Designs) are friggin' great — you truly helped me in understanding and navigating steps forward/priorities. Thanks again for your hard work."

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