AB Insights

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The challenge:

Develop a Global Content Platform that aggregates AB insights within a simple organization

Strategically present insights that connect to AB products

Deliver useful, relevant and regionalized Thought Leadership

Enhance metrics and marketing intelligence to build better customer/prospect profiles for AB sales teams

The Goals:

  • Increase the number of site visitors

  • Increase visitor time on the site

  • Increase brand awareness

  • Increase sales

The Process:

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Frame

Conducted interviews with stakeholders

Performed heuristic analysis of the current site and insights content

Performed a competitive/comparative analysis

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Empathize

Conducted interviews with customers

Identified user types and personas

Identified user stories and relationships

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Define

Identified an optimal user journey

Explored ways that users navigate content

Explored the ways user learn about funds

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Ideate

Created concept sketches

Identified online reading, saving, and sharing best practices

Explored how users utilized insights

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Prototype

Identified key scenarios

Created journey flows

Created wireframes of key journeys

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Test

Tested concepts with stakeholders and customer experts

Revised and iterated design

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Deliver

Delivered final page designs and style guide

Created content guidelines

Outcomes:

AB launched its new insights design in 2018. The new insights section have made it easier for potential customers to explore AB’s funds. AB’s insights are now easier to read, save, and share.