Request
A digital business transformation of the Dodge & Cox financial site– reassessing the site structure and purpose and making it accessible for all unique financial investment clients.
Action
The introduction of unique financial clients– individual, financial and institutional– allowed the D&C site to be more functional and purposeful, as opposed to its original content of having a brochure information-only approach. Unique financial clients allowed specific content to be filtered properly, as well as reduce call center issues and client specific financial information.
Challenges
Initial hesitation by the client of dividing into unique investor types eventually eased when user research provided evidence to reconfigure investor types and its benefits. Stock specific pages required further enhancement of showing information; initial assets were pdfs and weren’t scalable. The solution was to provide a design pattern that allowed configurations that can be continually updated and adjusted.
Retrospect
If time and budget allowed, an exploration on the client portal outside of the current experience could expand the digital business transformation, as well as the design pattern in another CMS platform. Video tutorials on financial management could have been expanded into series and sessions.
The Dodge & Cox branding uses a cool and monochromatic use of brown and blue palettes. Applying tints and hues as supportive colors, as well as a relying on a serif logotype paired with sans serif body copy, creates a clean and calm combination that has an inviting and informative feel to the entire web experience. From a UX direction, our team established new page flows which helped develop new component blocks that shaped different page content strategies and templates.
Project
Website redesign
Digital rebrand / Design system
Team
Ralph Zenger - Creative Director / Lead
My role - Senior Designer / Visual Design
Aneta Ciepela / Lea Balcerzak - UX Design
Abhishek Sarkar - Program Manager
Dev - Internal team