Axa Investment Managers

Digital Transformation


Asset Management


3 Years

Building a customer experience programme for a global asset manager.

A collection of pages from a customer experience strategy document.
Digital strategy tools: customer journeys, business goals, experience principles and personas.


AXA IM recognise that asset managers who invest in customer experience have higher client satisfaction, client retention and improved profitability. They needed a partner to define and deliver a digital strategy that generates end-to-end value for both business and client.


AXA IM have partnered with Pattrn for over three years in a true, strategic and global engagement. We are privileged to lead an ongoing transformation process across all of their key customer touch-points. Day-to-day we support the business with product strategy, UX/UI design, operational and product management.

  • Nurtured an evidence based, customer-centric culture
  • Defined and continually refined a digital strategy
  • Delivered multiple projects with outstanding results
  • Reduced operational complexity

“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.”

A profile of the Stephanie Fawcett, the Global Head of Marketing for AXA IM Core.
Stephanie Fawcett – Global Head of Marketing, AXA IM Core


Set a joint strategic vision with measurable business goals.

Working closely with global strategic stakeholders we aligned the customer experience vision and business goals. We set up a framework for how the business can measure the success of their initiatives and defined a roadmap of projects that deliver business and customer value.

Defined and delivered strategic roadmap.

We worked closely with the business to plan their spend in order to maximise impact. We demonstrated the value and effectiveness of the digital strategy by quickly prototyping the user experiences in order to build momentum and gain further buy-in in the work we were doing.

A fast and iterative design process.

When developing initiatives we released small, valuable feature sets first and continually improved the user experiences.

Built a customer-centric and evidence based culture.

Using research from customer interviews, user testing, competitor analysis and data analytics we built a culture that empathized with the customer and valued evidence over opinion. In order to transfer our knowledge and empower their teams, we coached and initiated customer-centric ways of working.

Formed strategic steering committees and working groups.

We were able to move quickly by setting up a small, effective, multidisciplinary project team and consulted frequently with strategic stakeholders and subject matter experts. We made sure to bring everyone along the journey.

Two professional men working in front of a glass wall with post-its in a customer experience kickoff workshop.
Project kickoff & goal setting.
Two men conducting an audit of print outs of user experiences across the asset management sector.
Competitor & opportunity analysis.
A man clicking on a prototype on a laptop whilst testing a user experience.
User testing & rapid prototyping.
Post-it notes showing the prioritisations of each roadmap definition.
Feature prioritisation and roadmap definition.


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.

Three woman working on a large print out of a customer journey within the asset management sector.
A montage of user interface modules for the AXA IM Fund Centre.

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.

A montage of user interface modules for AXA Investment Managers.

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.



  • 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
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