CASE STUDY
Bringing Capital Group's New ESG Initiative to Life
Client
Capital Group, a financial services company with over $2 trillion in assets under management.
Solution
Create an experience that resonates with user values, builds trust, and facilitates informed decision-making.
Problem
How might we connect CG with impact-oriented users who value ESG (environmental, social, and governance) investing?
My Role
UX and UI design in collaboration with the senior UX designer Christina Foy, art director Andrew Oliver, and account director Mathieu Khaled.
Delivery Overview
Building trust through clear communication
We partnered with Capital Group stakeholders to showcase the research, analysis, and due diligence processes underpinning the portfolio.
Highlighting the metrics through visualization
User skepticism about ESG was a pain point, so we sought to clearly inform users about the concrete basis of the framework.
A walk-through of the redesigned ESG homepage before copy was implemented and video licensing was finalized.
Presented complex financial services information in series of digestible chunks.
Utilized imagery to communicate sustainability and a sense of connectedness.
Research, Iteration, and Delivery
Context + Competitive Analysis
2020 was a banner year for ESG. In January, Nasdaq President and CEO Adena Friedman said it was "increasingly looking like it may be the ‘tipping point’ year for ESG investing.” Her point of view was echoed by the annual Davos Manifesto: "Performance must be measured not only on the return to shareholders, but also on how it achieves its environmental, social and good governance objectives."
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In June, Capital Group appointed Jessica Ground as Global Head of ESG at the company, and further sought to underscore the strategic importance of ESG to the company.
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Following Jakob's Law, I researched competitors to understand the conventions our users would be with.
We found that our focus on motion design and video could increase emotional engagement compared to competitors.
We pursued data visualization as a prominent means of communication in order to signify financial abstraction more clearly.
Delivery
We worked cross-functionally with key Capital Group stakeholders across product and engineering to iterate and deliver the final designs. We regularly met throughout the design process in order to align on smoothest possible translation to code.
See the live site here.
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