Making Investing Easy
SOLUTION
eCommerce for Investment Fund
We cooperated with a client aiming at rebranding international financial services – Nationale-Nederlanden, and implementing a system for calculating investment risk.
Industry
Investment Banking
and Management
TOOLS
Figma
Miro
Jira
Google Ads
GOALS
Turn complex activity such as investment funding into a clear service accompanied by useful and easy eLearning materials.
the result
- Rebranding Nationale-Nederlanden into a new brand following new key visuals.
- Landing Pages for Product Discovery
- Investment fund eCommerce.
- Prototype of Investment risk calculator.
- Design of funds comparison engine.
- Internal Help Center platform
Investing can be
for everybody
The goal of our client was to turn a service commonly viewed as complex and risky into a user-friendly experience.
The whole project consisted of many end-products that were to help potential customers in investing. Apart from that, we were responsible for rebranding the old visuals of Nationale-Nederlanden into a new brand and conducting user research to find out what the new eLearning platform should have to aid users in their investment journey.
Getting to know what users don’t know
Product Discovery
Who said investment services
can’t be as easy as ordering
shoes on Zalando?
Product Discovery
The subject of investment funds is viewed as very complex and a lot of users don’t want to proceed with investing as very often they are confused about certain aspects and avoid risking their money into something they don’t clearly understand.
To overcome this obstacle, we first needed to learn which topics users don’t view as clear and understandable.
That’s why we conducted quantitative and qualitative research that drove visitors from Google Ads campaigns into the old brand – Nationale-Nederlanded and tested which areas of investment funds need more thorough explanation.
The next step was to conduct workshops with the old-brand employees and learn more about the users, the product, and how users perceived the product. The last part of the first stage was creating a strategy, roadmap, concept of the product, and specifying KPIs.
Instead of creating a standard investment service page, we decided to turn the hard to understand concept into a very common onne – eCommerce and eLearning!
Assembling building blocks
Once we decided to follow through with that idea, we moved onto adding a new part of the Design System that would cover new eCommerce and eLearning platforms. The next stage was designing customer journeys, user flows, and conducting usability tests.
One challenging aspect of this stage was the legal limitation that stopped us from creating advisory content and communication. The solution? We turned it into educational materials.
UX Design
Next in line? Putting the information onto the UX map. Firstly, we started with working out the information architecture of all the educational bits and pieces we needed to provide to help users understand the product better. At this stage, it was clear to us that we needed to build a platform that would work just like eCommerce – not limit ourselves to an eLearning platform only, as users needed to see in a clear way what they’re buying and investing in.
Adding the colors
- Funds’ landing pages
- Lists of markings
- Investment fund risk calculator
- Funds comparison engine
- eLearning platform with blog, podcasts, expert pieces
- Internal Help Center
UI design
As we had the framework of what is needed, we started designing the UI of the eCommerce platform that offered different investment funds, designed the eLearning platform that included many articles, FAQs, and webinars with experts, as well as created a calculator which helped users understand which type of investment fund might work best for them. To create fully functional designs and make sure that on the development stage everything will be understandable by developers, we designed responsive screens for many devices and added interactions to our designs.
In the end, we’ve created designs for:
Design Equals End-Product
product development
We’ve created a lot of designs for this project which tackled a rather complex topic which is investment banking. To make sure that what we designed can be implemented, we took active part in the handoff and product development process.
We attended all the sprints with Product Managers and developers as well as took part in a meeting every two months with top executives of our client to make sure everything is on track. Once our designs were implemented, we also were testing whether there’s a need for any touch-ups. In the end, the close cooperation with the product team paid off and our designs worked as we intended.
The interest in the funds skyrocketed, more users got to know which investments are best for them based on the risk calculator, and in the end, investment banking no longer seemed to be a rocket science. To create fully functional designs and make sure that on the development stage everything will be understandable by developers, we designed responsive screens for many devices and added interactions to our designs.
What was the result of trying to turn investment funds into something more familiar and understandable for an average client?
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