Digital strategy tools: customer journeys, business goals, experience principles and personas.
AXA Investment Managers
Building a customer experience programme for a global asset manager
Asset management
3 years
Overview
Activities
- Product management consulting & strategy
- Programme management & stakeholder alignment
- Landscape audit and benchmarking
- Persona development
- Customer journey mapping
- Vision definition
- Objectives & KPI frameworks
- Roadmap definition, prioritisation & feasibility
- Experience definition & rapid prototyping
- Board, management & stakeholder presentations
- Developing in-house CX capabilities
Introduction
AXA IM is a global investment management firm, helping clients navigate financial markets with expertise and innovation. For over three years, we’ve partnered with them in a strategic, global engagement, transforming key customer touchpoints and supporting their teams with product strategy, UX/UI design, and operational and product management.
By embedding a customer-centric, evidence-based approach, we’ve helped shape their digital strategy, streamline operations, and deliver impactful projects that drive measurable results.
Challenges
AXA IM recognised that asset managers investing in customer experience see higher client satisfaction, retention, and improved profitability. The challenge was to define and deliver a digital strategy that generates end-to-end value for both the business and its clients, ensuring that every touchpoint contributed positively to the overall experience.
Approach
- Set a joint strategic vision with measurable business goals
- Defined and delivered strategic roadmap
- A fast and iterative design process
- Built a customer-centric and evidence based culture
- Formed strategic steering committees and working groups
Solutions
Strategic roadmap and programme governance
We worked with the business at every stage to enable the successful delivery of the digital transformation programme. We constructed a viable and feasible strategic roadmap, advised on project investment and gained buy-in from senior management.
We transformed the fund information experience - online and offline
We delivered an entirely new fund data experience that surpassed benchmarks and delighted users. We redefined all touch points from online fund information to the print factsheets. The new design helped to simplify the supporting operational model and harmonise fund data.
190% Increase in session duration on key funds.
Users are spending more time exploring the fund information demonstrating higher levels of interest.
We reconstructed the global web experience
We transformed a dated and complex group of global websites into a unified, efficient and market-leading web experience. We defined clear goals, simplified user journeys, defined a new tone of voice and crafted a delightful user experience.
66% Reduction in content management complexity.
This means that the business will spend less time and money managing the websites and focus efforts to engage users.
Summary
Our long-term partnership with AXA IM has transformed key customer touchpoints and empowered their teams with strategic product guidance, UX/UI design, and operational support. By applying a customer-centric, evidence-based approach, we’ve helped streamline operations, shape their digital strategy, and deliver impactful projects that drive measurable success.
Project impact
“Pattrn continually deliver high quality thinking and design from strategy to execution. They deeply understand our business and customers and can easily break down complex problems. They are a true partner and flexible and collaborative in how they work which is highly valued by our teams.”
