Optimizing financial journeys
Services
Product Strategy
Experience Design
Copywriting
Visual Design
The initial site experience was lacking comprehensive user journeys, missing user context, and focusing primarily on the "learn" stage without clear conversion paths. The homepage lacked effective CTAs, data capture opportunities, and felt generic. The overall task we were given was to establish a journey framework, evaluate user types, and structure data to inform design decisions.
We established a Learn/Try/Buy framework to define user conversion paths, evaluated distinct user types within financial advisors, and cataloged user motivations and barriers. This strategic approach informed the creation of a clear brief for experience and visual design.
We created two homepage variations for Global Wealth Management and Individual Investors, each tailored to user needs and designed to drive lead generation. The Product Detail Page was redesigned to include engaging narratives and interactive elements, ensuring digestible information for different mindsets and knowledge levels.
Key Takeaways
- The transformation reframed user experience as a strategic conversion funnel, implementing a Learn/Try/Buy framework that transformed generic financial content into personalized journeys tailored to distinct audience segments — turning website visits into qualified lead generation
- Audience-segmented homepages allowed users to self-select their experience path, with dedicated messaging and visual narratives for Individual Investors ("Go Beyond the Public Markets") versus Wealth Professionals ("Invest Ahead of the Curve"), maximizing relevance and engagement for each user type.
- Interactive product detail pages combined Apollo's $65B+ AUM credibility with engaging narratives and dynamic elements like performance calculators and process visualizations, providing users with the necessary tools and information to make informed investment decisions while capturing valuable user data.
Audience Segmented Homepages
Personalized homepage experiences allow users to self-opt into tailored content, effectively meeting specific user needs and enhancing lead generation.
Engaging the Audience
Implementing strategic design, interactive elements, and engaging narratives on product pages effectively targeted the audience and provided them with the necessary tools and information to make informed decisions.
