The 116-page report was repackaged in various versions: an executive summary, downloadable PDFs, and matrices.
The landing page, organized by year, was a long list of links to the older PDFs, matrixes, and short reports.
Twenty-three countries each had 7 pages: a main page, a video page, and five infographic pages. From a content hygiene standpoint, 161 pages were a lot of extraneous LTCMA content, especially for older pages that received little to no engagement.
PARTNERS:
Global Markets and Insight Strategy product teams
Design
Analytics
APPROACH AND RESULTS:
Designed a cleaner and more concise layout.
I wanted to emphasize the “20th edition” narrative for the page reboot. This became a promotional campaign that had banners on the homepage and other pages.
Along with the refreshed page, we rebranded the title from “Long-term Capital Market Return Assumptions” to a slightly shorter “Long-term Capital Market Assumptions.”
Part of my responsibilities included pulling weekly Google Analytics reports (see below right screenshot). I needed to make a fully informed decision to combine or delete pages out of the 161.
For example, I combined 5 infographic subpages into a single page (see below left screenshot).
Overall, it was a massive effort of page cleanup and redesign work, but it paid off in a major way. Institutional investors loved the simplistic new look, especially the new infographic page. The product owners were gratified by the record-breaking triple number jump in activity and engagement.
