Principal AM
Problem statement: Principal had a series of websites that were disjointed, disconnected from brand and lacked the utility desired by their target demographic.
Role: Lead Experience Designer
Agency: Wunderman Thompson
Client: Principal Asset Management
Experience Design
Letting interaction guide the user flow
My role on this project was to come up with a way to balance sophisticated design with intuitive and usable interfaces. I spent a lot of time in the research phase, zeroing in on the key actions that financial advisors take on similar web experiences. After many protoypes, I landed on a flow that let users quickly search for familiar products. I paired that with contextual cueing that helped new visitors explore the funds easily
Joe Spencer
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