AXA IM has a wide range of funds tailored to investor needs. Their fund information experience was difficult for the business to support and for the end investor to navigate. Our challenge was to harmonise the data and deliver a compliant and engaging user experience.
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.
This shows an improvement in fund engagement and suggests that the user found it easier to complete their task.
“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.”
We interviewed and aligned senior stakeholders from across the organisation on the vision, challenges, business goals and the user needs. This foundation enabled us to define a measurable strategy that would have a positive impact on the business.
We were able to define the experience quickly by collaborating closely with the working group. We used their intimate knowledge of the clients needs, technical challenges and regulatory requirements to validate early concepts and ideas.
Sharing the vision for the end experience as soon as possible was an important step in validating and getting buy-in for the project. It aligned our goals, but most importantly it allowed us to test early.
Across the experience, based on user insight, we exposed the most important information when it was relevant for the user. In turn we also allowed the business to promote priority products.
We designed a robust system of modules and templates that would enable the business to cater for specific market requirements and for users to access the site on any device.
Printed PDF fact sheets are still a key resource for investors. We redesigned the fund information experience to be consistent across the online and offline touch points.
This shows an improvement in fund engagement and suggests that the user found it easier to complete their task.
Users are spending more time exploring the fund information demonstrating higher levels of interest.
Meaning a higher number of users are engaging with fund information and more return on investment for the business.
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