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Lazard Asset Management Redesign

FINANCIAL SERVICES RESPONSIVE SITE | 2017

Surface quality, meaningful content for users while making it easy to find what they need. This data-driven content will be personalized based on user behaviors and preferences, and optimized for accomplishing their goals.

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Personalized       & Automated

UX/UI Designer // project overview

In 2016, Lazard Asset Management (LAM) came to Tigerspike for a turnaround web redesign. LAM needed a better navigation experience to unite its 40 global branches, organize all its product offerings, and update its online presence. Involving a full discovery investigation led by our research team, their recommendations were funneled down to the product and delivery team. From there, we translated their insights into product features and design tasks.

As part of the delivery team, I designed under the guidance of the UX/UI lead Aaron Gitlin. The team adopted an agile process with the UX, UI, & development working together in tandem. I created UI components, presented visual designs through interactive prototypes, and delivered style guides. I also dipped my head with some UX, designing flows for login, account creation, and bookmarking.

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Prior to 2.0 Redesign...

Organization of content was a major concern and pain point for the stakeholders. The existing content on the site was not up-to-par against LAM’s competitor’s sites, but there was a desire to improve content delivery for the web providing timely data outside of PDFs.

LAM’s main content was buried several layers deep, underrepresented, and was not thoughtfully tailored nor even relevant to most users. Additionally, users found the navigation ambiguous and overwhelming with inconsistent experiences across regional sites. Not surprisingly, most consultants resorted to third party sites to get information about their LAM interests.

With no current promotion of LAM’s capabilities in developed markets, we saw an opportunity to educate or build awareness beyond LAM’s known strengths in emerging markets. 

Snapshots of research Insights


Our research team reviewed the US and UK sites against standard usability principles, known as heuristics, in comparison to 14+ competitors. One of the main takeaways from this analysis was that the existing visual design of the site along with the organization & taxonomy of content scored exceptionally low. We were asking questions such as “How do other firms group their products, research documents, and marketing material?” and “How do other asset management sites help users accomplish their goals?” in order to understand how our primary archetypes want to navigate through the site and what content is useful to them.

36%

US Site Score (Organization/Taxonomy)

57%

US Site Score
(Navigation)

14%

UK Site Score (Organization/Taxonomy)

50%

UK Site Score
(Navigation)

The Roles We Targeted

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Financial Advisor

"Why can’t I see reports I need up front?"

Goal: "I want to get a brief overview and core data of a fund, in Lazard’s words, in order to explain the context and value it provides to my clients."

- Vincent
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Institutional Investor

“I need to be informed, no inundated.”

Goal: "I want information to keep my clients updated on their investments with Lazard and also keep an eye out for what to recommend in the future based on several factors"

- James
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Individual Investor

“I want to know more about my investments, but I don’t know which info applies to me”

Goal: "I want to find performance information and commentary particular funds that I’ve heard may be a good fit for my retirement goals."

- Carrie
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Product Vision for 2.0

Driven by the needs of their diverse user base, LAM’s s initiative was to green light and promote content to the right people from a global to local scale. Unlike some competitor sites forcing users to self identify upfront, we selected a navigation model allowing users to browse the site before requesting their professional status and residence. This allows for a better navigation experience that is accessible and pleasant to the users, yet adherent to financial regulations. We structured LAM’s products, funds and strategies, into sensible categorical schemes giving users various ways to filter through them.

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Core Values for the Product Vision

"Glocal"

Represent our expertise from a global perspective, with a focus on local capabilities, consistently across each region.

Educational & Innovative

Leverage Marketo data and demonstrate our exceptional level of service & capabilities. Clearly communicate our cutting edge thinking, both in our products and technology.

Personalized

Provide relevant & quality content by combining users’ behavior with users’ expressed preferences in order to provide a smarter, more tailored experience.

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The Goals & Objectives

In accordance with user research, we distilled our focus into 6 main objectives for 2.0 Product vision.

Information Organization & Hierarchy

Provide clearer and more efficient pathways to content.

Global vs regional sites

Help communicate a clearer understanding of LAM’s global and regional capabilities and the pathways between them.

Content Delivery

Help deliver relevant content that is more personalized to users.

Content Creation & Maintenance:

Help plan for a better framework for sustainable content that can be easily managed.

Client Services

Help users do their jobs and provide opportunities for them to look savvy.

Promoting capabilities

Help educate users on LAM’s capabilities and promote its underrepresented content.

Communicating a clearer understanding of Freres' global and regional capabilities

Including research and promoted capabilities at the global level and filtered users into regional sites only when necessary.

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Letting power users easily return to information

Learning about portfolio managers was a primary information need for users. Some common tasks were finding funds that benchmark to other similar funds or reviewing portfolio managers and their strategies.

Creating Templates for Easier Maintenance

The shift to HTML templates for fund & strategy level information would provide timely data outside of PDFs and therefore, would be more convenient to manage. 

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Building client relationships and letting users do their jobs better.

Giving users the ability to download, email, print, share, and save information and literature about funds and strategies.

Surfacing relevant contact information on funds and strategy pages for users who wish to get more information.

Giving users fund finding tools allowing them to find, sort, and compare funds without having to manually visit each fund.

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"Contemporary Heritage"

DEVELOPING A BRAND IDENTITY

“Contemporary” and “Heritage” were two key words that came up during meetings with the client when discussing a visual direction, but what did that mean? The stakeholders desired a photographic metaphor that pays homage to the firm's historical and prestigious roots, yet conveys it's progressive leadership in today's global financial market.

After conducting a visual definition workshop, we decided that the use of architectural imagery would be a compelling metaphor to describe the evident contrast between the old and the new. I established this juxtaposing identity by creating a set of written visual requirements and guidelines for documentation. Below are snapshots from the style guide I created.

Visual direction for the about page

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Different header styles to distinguish LAM's product offerings

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Organizing content hierarchy to keep users updated on the latest research.

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Even error pages get to be fancy.

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Style Guide

Below are some snapshots from a 40+ page style guide I created that contains interaction details, responsive cues, and content guidance.