Columbia Threadneedle Investments
Planning and designing a future-proofed website
Deliverables: Planning and user research / UX and IA / Visual design direction / Design production
Columbia Threadneedle Investments was looking to overhaul and future-proof its website ecosystem globally. They wanted to move in a modern, forward-thinking direction, but stay true to their brand and align with the US offering. They came to us wanting to start afresh on a brand new platform that was focused on actual user needs for 78 regional sites and included 8 languages.
Our review and requirements process highlighted visitors were unclear how the site navigation worked and were unable to find what they were looking for. Customer journeys were broken and disjointed and there were a lot of old and unused pages. Our key focus was to provide a better user experience by better linking of asset classes, fund pages and insights to allow for a seamless journey based on the user’s interest.
The new Columbia Threadneedle website launched in early 2021 and was designed to work for all audiences globally, now and in the future. Extensive insight informed the UX, with different audience segments catered for. The updated design, modern and cohesive, is more aligned with the US design style, creating a more consistent brand globally. A comprehensive design system was created to cover all content requirements and ensure self sufficiency in the future.
Highly Commended in the Investment Marketing and Innovation Awards 2021