The AXA IM global web experience and platform was outdated, the site structure was difficult to navigate and difficult to manage. Our biggest challenge was simplification; to align and consolidate the goals of 18 markets and the needs of a range of investor profiles.
We delivered a contemporary design system, simplified site structure and efficient operating model making it easier for the business to engage with users, capture data and promote priority strategies. The restructured content workflow enabled the business to automate processes, lower risk and seamlessly distribute and measure valuable content.
“With Pattrn, we have delivered an entirely new, industry-leading web experience. We streamlined core user journeys, refreshed our design system and reduced operational complexity. Pattrn are creative problem solvers and I can always rely on our partnership.”
We conducted an extensive audit both within and outside the sector around specific themes to identify best practice, new ideas and benchmarks in order to define a sector leading user experience.
We interviewed and aligned senior stakeholders from across the organisation on the vision, business goals and the user needs. This foundation enabled us to define the strategy, priority goals and the core user journeys to deliver a meaningful user experience.
We set up a working group with key stakeholders from across the business that would meet regularly to share and communicate often in order to solve problems early and maintain the project momentum.
We defined a set of nine different personas, each with their own set of needs and pain points. Using the jobs-to-be-done framework, we consolidated the needs of all the target audience into a map of core user journeys that could help us design.
Making 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.
Once the user experience was defined we collaborated with the organisation to gather and refine the technical requirements. We worked out what features were feasible and set out a realistic roadmap for delivery.
We defined a new tone of voice for the brand and gathered, authored and edited copy for new user experience. We aligned the dependencies across design, content creation and compliance so that we could deliver the first website on time.
We worked closely with experts from each market to define a minimum viable experience for first release. The release had to meet the minimum requirements whilst also delighting users. We also set out a logical path and release strategy for new feature enhancements and the ultimate global rollout.
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.
Utilising behavioural data we were able to remove three considerable points of friction to the website. The new open site concept would dramatically improve how users engage with the website.
The website needed to work really hard in a multitude of circumstances whilst reducing the amount of technical debt it would take to maintain it. A modular approach to how the website was built would allow us to piece together a range of templates.
We defined a design language and tone of voice that was unique to AXA IM and familiar to the parent brand. The tone of voice set out examples of how it could flex in a number of different scenarios from social media to corporate brochures.
From events, to macroeconomic research to articles on self driving cars, AXA IM produces some world-class content from experts across their business. We designed an editorial platform to distribute content seamlessly to the users and capture data if the user wanted to subscribe.
This means that the business will spend less time and money managing the websites and focus efforts to engage users.
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