AXA Investment Managers

Web Experience


Asset Management


6 Months

Supercharging the investor web experience across global markets.

A screenshot of the new responsive web experience on a desktop and mobile device.
The new designs enabled the business to promote priority strategies and values.


The AXA IM global web experience and platform was outdated, the site structure was difficult to navigate and difficult to manage.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.

  • Simplified global website architecture
  • Refreshed brand experience
  • Clear tone of voice and new global content
  • Effective operating model for site management and content distribution
  • Measurable strategy, goals and KPI framework

“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.”

Brian Stewart – Global Head of Customer Insight & Digital Experience, AXA IM


Conducted a competitor and wider landscape audit.

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.

Aligned goals and how we will measure them.

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.

Set up a highly collaborative, global working group.

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.

Distilled the common needs across the investor personas.

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.

Two professional men working through a design solution in front of a whiteboard.
Feature prioritisation and roadmap definition.

Set a vision, prototype, validate, test and release.

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.

Technical requirements, feasibility & roadmap prioritisation.

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.

Planned and executed an agile delivery of design, content and requirements.

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.

From MVP to global rollout.

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.


A montage of slides from a customer experience strategy document.
Lean digital strategy provided vision, user empathy, business goals and KPIs to measure the project's impact.

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.

A diagram showing the simplification of a user journey by removing friction.
Analytics gave us valuable insight into how we could remove friction across the customer journey.

Open site concept reduced the bounce rate and created a frictionless user experience.

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.

A montage of user interface modules for the new web experience for AXA IM.
Responsive design system was designed and delivered using a modular approach.

Modular design system and versatile set of templates.

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.

A group of screen shots showing the design guidelines and ton of voice guidelines for the AXA IM web experience.
New brand tone of voice and design system.

Fresh look and tone of voice.

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.

Screen shots of a mobile and desktop device of the editorial web experience design for AXA IM.
Dark theme for future focussed editorial experience.
Screen shots of a mobile and desktop devices of the editorial web experience design for AXA IM.
Editorial tools to help the business capture data and better engage with their target audience.

An editorial experience to engage their audience.

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.



  • Landscape audit and benchmarking
  • Data analytics
  • Business goal setting
  • Stakeholder alignment
  • Technical feasibility study
  • Compliance validation
  • Insights synthesis and opportunity analysis
  • Vision definition
  • Rapid prototyping
  • UX, UI and experience design
  • Product management
  • User testing
  • UI library setup and management
  • Design quality assurance


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.

Next Project
A black icon of an arrow pointing to the side.
Wondr — Digital Product Design

Designing the world’s definitive medical community platform.

Fancy a free workshop?