Surfacing important documents and valuable data like fund manager commentary on the dashboard.
AXA Investment Managers
Refining how investors interact with fund information online & offline
Asset management
6 months
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 offers a diverse range of investment funds, making clear and accessible fund information essential. We transformed their fund data experience, exceeding industry benchmarks and improving user engagement.
We redesigned all touchpoints, from online fund information to print factsheets, creating a more intuitive experience. By simplifying operations, aligning global compliance, and enhancing fund promotion, we improved accessibility and usability.
A 50% increase in fund document downloads showed higher engagement, confirming that users could access and understand information more easily.
Challenges
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.
Defined the business vision, objectives and key results
Approach
Aligned business goals and how to measure them
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.
Set up a regular, highly collaborative, multi-disciplinary working group
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.
Set a vision and worked quickly and iteratively
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.
Solutions
Our holistic approach ensured the designs were consistent across all brand touch points.
Promoted and exposed valuable data
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.
Intuitive, versatile and responsive design system
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.
Smart search quickly surfaced valuable data to the user.
Design continuity from digital to print
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.
Summary
The redesigned AXA IM fund experience delivers intuitive, accessible information across all touchpoints, improving user engagement and exceeding industry benchmarks. By streamlining operations and enhancing fund promotion, we made fund data easier to access and understand, resulting in a 50% increase in document downloads and stronger user engagement.
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.”
