AXA Fund Centre
Project type
Product DesignAgency
PattrnYear
2021 – 2022Skills
Project Definition User Testing User Experience User InterfaceThe AXA IM Fund Centre is the core part of the AXA IM business, enabling institutional, professional and retail users to explore and purchase funds. At Pattrn we were tasked with redesigning it in time for the implementation of a new technology backend.
We ran extensive stakeholder interviews across the 16 global markets and interviewed users to understand their requirements, delights and frustrations with the AXA IM and competitor experiences.
I led a team of 2 designers through the end to end process of research, user and stakeholder interviews, requirements gathering, scoping, wireframing, testing, design and delivery to the development partner.
UX Audit
To begin, we conducted a UX review of the current fund centre to understand what was working well and what could be improved. Recommendations from this audit were taken into each sprint and applied to relevant templates and modules.
Competitor Audit
We conducted a comprehensive competitor audit to understand the common functionality that users would be expecting. Any key features that we were missing were added to the backlog for validation with users and the business.
User Interviews
As the product was already live, we were able to use it as the basis for user interviews. We wrote unmoderated testing scripts and used Lookback to speak with people who regularly use fund centres for work. Feedback was affinity mapped and became the basis for UI/UX updates, the features backlog and discussions with the developers.
Wireframes
We created a full set of wireframes using existing design language. These were used as the basis for conversations with the stakeholders and the development team. This helped confirm functionality with stakeholders and enabled technical specifications to be written.
Design
Over 3 months I oversaw 2 designers and contributed feature designs myself. We worked through a long list of responsive features and page designs to produce a much improved fund centre, ready for development.
Documentation
Pages were documented extensively at the page and feature level, allowing us to discuss with and hand over to the development partner. This also helped them write their technical requirements.
Brand & Design System
In parallel to designing the product, we also created a design system as a guide for future design and to assist in development. We detailed colours, responsive typography, grids, spacers, icons, buttons and input fields.
