The objective of this project was to create a compelling online brochure for the investment family as well as providing a platform for key corporate functions such as PR and HR to communicate with journalists and attract staff respectively.
The biggest challenge for this project however, was the timeline – 8 weeks to design, build, test and launch the website to coincide with acquisition of Ingenious Asset Management by the Tilney Group. This was complicated further as the Tilney website was being delivered simultaneously also by Vector.
User Experience Design
Through a condensed requirements-gathering workshop it was determined that a brochure style website would be the best way to communicate the concept of the ‘investment group’. The emphasis would be on creating a compelling brand experience that would engage the target audience with strong yet streamlined copy and high quality imagery.
Several mood boards were created and presented to the project team and wider senior management in order to ascertain what they felt represented the new company, its values and proposition the best.
The research and planning phase was also condensed with information architectures and key goals being determined within a matter of days. Mood boards became the first key deliverable and, as with the Tilney website, we chose to move from sketches directly to full hi-fidelity designs only creating wireframes and prototypes for more complex UX areas such as the press release and authors sections.
Front-end development ran in parallel in order to get the designs into the browser as quickly as possible so that key stakeholders could see how the new website would actually look and feel on screen.
The website was completed to a very high standard and crucially, launched on time. Initial feedback internally and externally suggests it has been very well received and the Group and Tilney websites were nominated for 2 awards in the ‘Best Website’ category of the Financial Services Marketing Awards 2016.