Capital Group/American Funds
Transforming digital strategy on personal investment platforms
UX Research and Strategy, 2018
Context:
Capital Group is an American financial services company. It ranks among the world's oldest and largest investment management organizations, with $1.87 trillion in assets under management.
The challenge:
Capital Group was not replicating their success rates with American Funds from live advisors to personal investment platforms.
Capital Group’s success with in-person, one-on-one advisors was not translating to personal investment platforms resulting in significant erosion of market share in this rapidly expanding channel.
Solution:
Complete UX audit of all major personal investment platforms and competitors with recommendations based on best-practices including e-commerce.
A revolutionary set of recommendations, from free and simple to robust industry-wide disruptions to recreate their in-person success.
Results:
Complete user experience audit and brand playbook based on analysis of all significant personal investing platforms including Fidelity, Schwab, and E-Trade.
Established current industry benchmarks, opportunities and threats in the particular investment platform ecosystem to discover opportunities for increased revenue and share-of-voice in 3rd-party private investing channels.
Capital Group has applied both our recommendations and our lens to reinvent marketing on personal investment platforms.
Capitol Group Investor Persona Snapshot
(Areas of the images on this page are blurred to protect client confidentiality)
Detailed Persona and Customer Experience Maps
