UX & UI refresh
Client: Close Brothers Asset Management
Role: UX & UI
Close Brothers Asset Management (CBAM) provide financial planning, investment services and investment management to professionals ranging from high-net-worth individuals to financial advisers.
It had a been a while since the original site was built which meant they didn’t have enough flexibility to create pages they needed as the business evolved. They were very keen to have a new site with a much more user-centric focus to help clients get the information they needed, and get in touch with the right people the first time.
My team and I worked closely with them to scope out requirements, ensuring each template was fit for purpose and built up a toolkit of flexible components and features to be used across the site.
A key challenge was to be able to speak to their multiple audiences in a clear and effective way without diluting the user experience for each of those audiences. We devised a solution using audience tabs above the primary navigation and implementing a prominent service selector tool on the homepage.
Results
While we’ve seen an increase in the number of visits to the website and the number of repeat visits (up 10%), the most significant results have been a reduction in time visitors are spending finding the right information or to process applications. The overall visitor time has been reduced by 3Launched in early 2019, CBAM now have a fully responsive and user-focused website. Using the Umbraco CMS, they have a suite of flexible and fit-for-purpose components that will allow them to continue to build up their site as the business expands.