DESIGN IS PARADOXICAL
DESIGN IS COMPLEX
BECAUSE THE WORLD IS COMPLEX

Wealth Management for Retail Investors

Overview

Janus Henderson, a leading asset management firm, faced stagnation in assets under management (AUM) growth despite a dominant market presence. The challenge was to outpace competitors by elevating their digital engagement amongst model portfolio buyers. Our focus was on crafting a user-friendly digital interface and journey that catered to the nuanced needs of retail and intermediary clients.

With a substantial share in a $100 trillion market, Janus Henderson was not meeting its growth potential. Competitor success with digital portfolio management tools highlighted a critical opportunity for Janus Henderson to innovate its customer approach and enhance AUM growth.

Objectives

  1. Digital Platform Development: Create a comparative and explorative tool for model portfolios.
  2. Streamline Customer Experience: Reduce unnecessary contact points and create a frictionless digital journey.
  3. Data-Driven Decisions: Use customer data to refine marketing tactics and sales engagement strategies.

Methods

  1. Stakeholder Interviews: To align internal expectations and external needs.
  2. Competitive Analysis: To benchmark features that resonate with users in the asset management space.
  3. Customer Journey Mapping & Service Blueprinting: For a holistic view of the customer experience and operational dependencies.
  4. Heuristic Evaluation: To assess the current digital offerings against best practices.
  5. Product Roadmap Creation: Laying out a vision for incremental digital enhancements.
  6. Usability Testing: Ensuring the new tools meet the ease-of-use standards expected by customers.

Solutions

Digital Model Portfolio Tool

We designed an interactive and comprehensive tool that allows users to compare and explore model portfolios easily, encouraging deeper engagement and improved momenths-of-truth.

Digital-first Sales Experience

The implementation of a digital-first sales strategy included streamlining processes to create a seamless experience for clients, reducing the need for direct interaction and speeding up client onboarding and management.

Data Orchestration

By harnessing data orchestration, we gained insights into customer behaviors and preferences, which informed our marketing and sales strategies, ultimately improving conversion rates and AUM growth.

Outcome

The digital toolset and refined customer journey led to a measurable increase in user engagement and AUM. Janus Henderson's adoption of a digital-first model positioned the firm to better capture the growing retail and intermediary market.

(Illustrative example) We kicked off the project with a 4-week strategy engagement. Through stakeholder interviews, domain and market research, we provided recommendations and a hypothesis backlog.
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(Illustrative example) The service blueprint is created to communicate front-stage and back-stage orchestration. We added an additional layer of ‘support tools’—a suite of analytics—to maintain accountability across the journey.
The Data Sync plugin allowed the design team to manage content outside of Figma. By working with content owners, changes to contextual or sensitive data could be made synchronously by pushing the latest data to Figma.
(Illustrative example) Usability testing was conducted with unmoderated remote participants and triangulated with moderated 1:1 interviews. We provided key findings, UMUX (Usability Metric for User Experience) benchmark, and strategic recommendations.
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