Designing a Content-Oriented Portal for NN Investment Partners
NN Investment Partners TFI S.A.
Highlighting this financial services company's new identity took more than just a rebrand
Following the separation from ING Group of insurance and investment activities under a distinct NN Group, on 21 July this year, ING Investment Funds transformed into NN Funds.
At the same time the TFI ING brand changed into NN Investment Partners TFI. The transformation took place in all markets in which the NN financial group operates. This in turn required changes in visual identification, which also included the Internet website. The task of designing and implementation of the new website was assigned to e-point.
Our job involved combining technology, UX and design with the aim to:
- Create a responsive website adapted for browsing on all types of devices
- Incorporate new brand visualisation
- Facilitate user navigation through the website thanks to new information architecture
- Optimise the purchase process, especially for new clients who never invested in funds
- It has been three years since we launched the new website and online fund sales via the ING TFI24 Internet platform (now NN TFI24), during which our Clients' approach to investments has changed significantly. Now it is the Internet where they first search for information about investments and compare the performance of funds. By changing the website we also wanted to accentuate the transformation of ING TFI into NN Investment Partners TFI - says Małgorzata Barska, the CEO of NN Investment Partners TFI.
Analysis of Statistics
Users get used to the outline of portals and the way to navigate around them. The aim of the new information architecture is to improve the experience for portal users. That is why we always start with the analysis of the statistics of the existing website. This allows us to learn for example which pages are most often visited by users, and at which point their transactions are cancelled. Then we use that information to design a new website so that the most popular pages are easier to reach and the number of steps in the processes is limited.
We studied the way the website users navigated around it, what information they searched for and when. That is how we learnt that nearly half of all visitors concentrated on the subpage showing the performance of funds.
New Information Architecture
We have designed the new information architecture in such a way that the listing of shares is presented as clearly as possible. Typically, investment fund clients are busy and browse the listings when they have time - and usually on their smartphones. That is why it was important to create a website designed for browsing on any device, and responsive websites make it possible.
We also concentrated on the possibility to reach listings with just one click. The new website displays each fund in a separate tab.
"A growing number of Internet users access mobile sites and browse their content on smartphones and tablets. Therefore, the new NN Investment Partners TFI website has been redesigned with the use of Responsive Web Design technology."