Statement of Investor Rights
The Challenge
Find a way to increase engagement with CFA Institute’s Statement of Investor Rights whitepaper in order to grow awareness of the value of the CFA Program amongst both investment professionals and the public hiring investment professionals.
The Outcome
A complete redesign of how the content was structured and built online. We also were able to tap into the power of LinkedIn to generate awareness across the vast networks finance professionals had to elevate the engagement with the document.
My Role
As the web designer who initiated the idea to create a standalone site for the Statement of Investor Rights, I started off by designing a one-page experience based on the analytics at my disposal combined with customer insights. Once the green light was given to pursue the project, my role morphed into Art Director who managed the local agency who designed and developed the initial experience. When functionality expanded and a larger agency was used, I remained in the role as Art Director, working with the New York-based agency in conjunction with its office in London, to create the final site.
In 2013, CFA Institute authored a list of ten rights that every investor should expect from their investment manager. When the content first came out, the goal was to highlight these rights amongst a vast content library of other investment articles and best practices. After a slow start, the engagement analytics showed there was a lot of room for improvement. Seeing these metrics and realizing the priority to make changes to this newly launched page on the CFA Institute website would be downplayed, I started mocking up a microsite as a side project to give the Statement of Investor Rights appropriate focus. After getting overwhelmingly positive feedback from leadership, I was put in charge of art directing a local agency to simplify the content to focus on the ten rights, eliminating the noise of other articles and best practices. In 2014, we launched the first iteration—the Minimum Loveable Product (MLP)—of the Statement of Investor Rights.
Before
After (MLP)
After seeing a huge spike in engagement, with thousands of investment managers endorsing the statement, CFA Institute opted to add additional functionality. This functionality included language support, the ability to endorse through LinkedIn, and others. With the site’s performance continuing to skyrocket, the decision was made to redesign it using a global ad agency to improve marketing efforts. I was again chosen to lead the art direction and launch a newly designed site in 2015.
