Wellington Management
Finance Website Redesign
Wellington Management Company is a private, independent investment management firm that acts as an advisor to clients around the world.
The Team
Strategists, Copy writers, UX designers, UI designers, Developers
Timeline
2023
Challenge
Welington’s site was faced with the challenge of low engagement, low lead generation and weak brand image which hinders them from presenting their true values to attract potential clients. The needed to revamp the site experience to increase engagement and gain inquires from new clients.
My Role
I focused on conducting site audit, competitor research, crafting information architecture, user journey map, wire-framing, and prototyping, adhering to Wellington's design system to reinforce a cohesive experience. Ongoing client feedback was incorporated throughout the process to guide iterative improvements, leading to a successful launch.
In the span of 6 months, we strategized and redesigned the experience of Sustainable Investing, Private Investing, About Us, and Corporate Sustainability. The resulting platform effectively communicates Wellington's brand identity while prioritizing user experience and adherence to compliance regulations and organizational requirements.
Wellington's digital platforms serve as a primary touchpoint for their target audience: Institutional Investors, Intermediaries and startup founders.
As a general consumer, I wasn't familiar with the target audience of Wellington, so it was very important for me to try to understand their roles, responsibilities and their needs when they come onto the site of Wellington.
The investigation provided me the insight that:
Users not only consider Wellington as a potential partner, but they also use the site as a resource
The current site navigation is confusing and prevents users from getting the information they need
How might we help Wellington's target customers to find what they need?
How might we help Wellington showcase their forward-thinking and deep expertise, differentiate from competitors, and create specialized destinations for key targets?
After researching on target users, I understand better about their background, responsibilities and what they’re looking for when they come to the site.
