BREAKING THE MOULD FOR WEALTH MANAGEMENT

First Wealth asked us to help re-define their website presence starting off with researching their core customers then building bespoke journeys based on individual needs.

Workshop kick-off

We kicked off the project by running a workshop based on our existing framework, the 5 Planes of UX.

We gathered data from the client teams to develop a research brief to find out what customer thought about the wealth management sector.

We explored customer personas based on existing data. Later this would help us recruit ‘lookalikes’ to interview so we could validate each persona.

The workshop helped pinpoint how the content campaigns performed. We started to get a good feel for the customers gains and pains.

RIGHT USER, RIGHT CONTENT, RIGHT TIME

The research interviews told us that different customer personas had differing needs for their financial wellbeing.

It also highlighted that the sector spoke in language that even the financially astute found confusing.

We fed in Google Analytics and Hubspot data to paint a picture of how customers were behaving online.

Now we had a more rounded picture of who our customers were and how they were thinking, feeling and behaving.

Content

We used research interview transcripts to guide the right language for the content. Then we added learnings from SEO reports to optimise the content.

We built empathy maps to show how each customer group was different. This fed into the content plan which was used to brief content creators.

AREAS OF FOCUS

RESEARCH: Qualitative semi-structured interviews

Recruited and spoke with three customer groups that represented the clients most valuable customers.

UX & WIREFRAMING Prototype development

Wireframing individual persona-based journeys and serving the right content to the right person at the right time.

CONTENT PLANNING: Using research to inform messaging

Listening to how customers really speak about the sector and using that insight to guide them through services that can sound confusing.

More about OUR SERVICES

WEBSITE STRUCTURE AND USER JOURNEYS

Armed with a solid content plan, we designed bespoke journeys based on what our customers had told us in the research.

We wanted each customer to learn a little bit more about First Wealth with each click. So each image, blog article, PDF and video were dynamically serve so customers only saw relevant content.

Although website traffic was driven direct into specific persona-based journeys, we still needed to create content for every scenario.

WHEN USER JOURNEYS DON’T GO TO PLAN

Our data showed website visitors dropping in and out where and when you least expect.

So we made sure that customer could clearly and quickly navigate the site if they landed straight on the homepage.

Or if customers entered the site through a shared blog article, they needed to be able to explore the rest of the site intuitively.

VISUAL DESIGN

Armed with wireframes, full content and a sitemap, we are able to brief the visual designer to bring the site to life.

Visual design isn’t ‘colouring in the wireframes’.

The designer made decisions about HOW they interpreted the wireframes which adds another layer of value into the process.

Working from full content and wireframes speeds up the process- helping the designer make good decisions based on customer data.

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