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Building a Mobile First UX strategy in Asset Management


Designing and implementing a ‘Mobile First’ strategy should be a given. So, if any asset manager isn’t taking steps to consider their mobile users, they can expect a negative impact on their digital brand footprint from a drop off in either user engagement or search engine indexing, or both…

Building an achievable ‘Mobile First’ strategy comes down to a number of key actionable tactics as well as benchmarking against the business goals and UX functionality that serves users. Marketers should apply this as a method of prioritising the website experience for mobile.


Mobile First is a design strategy that says that when you build a website experience, your responsive design should start prototyping from the smallest screen first and then work up to larger screens. Essentially, it’s about delivering the right user experience to the right device.


The reason that this makes sense in terms of process, is that with such limited space on small screens, designers must prioritise the most important functionality and components of their website, namely content. For asset managers this typically relates to how fund data and documents are wrapped in insight and commentary which drive the conversation towards conversion.


Identifying the key UX components that will be challenged by a smaller screen size is an extensive exercise. You must audit all the assets and address them in priority order to ensure the experience is frictionless.


Mobile First UX also needs to take into consideration why is the user on their mobile. Are they travelling? Do they need access to data, documents and content outside of normal desktop working hours? Etc…


Typically, we see asset managers, address the following UX components as the key areas for deep analyse and validation when building out a mobile design system:


  • Investor modal – that identify the user type, country and language and drive their unique experience
  • Navigation – the ease of use on mobile is paramount, you may choose to suppress more complex sections of your website navigation with mega menus for example
  • Fund Centre – identify the key tasks you want the user to be able to complete e.g. find a fund, a factsheet, daily NAV etc.
  • Literature – Make downloading or viewing docs seamless
  • Insights – Consider how a filtering or taxonomy will help users find their specific points of interest quickly
  • Call to actions – whether it’s an enquiry or proactively gating content to profile users through marketing automation, your call to actions on mobile need to be shorter and more compressed than they are on a desktop


When you are building out your Mobile First UX the approach should come down to six key actionable tactics:


  1. Review your current user device statistics for both your own website and wider industry. This will validate the potential need to move quickly, and learnings from your analytics can be applied to the holistic UX
  2. Establish a UX strategy for what your user type personas want to do when they are on a mobile device and how simplistic that experience needs to be
  3. Consider which parts of the desktop experience may need to be suppressed to enable the mobile experience to work efficiently
  4. Analyse your current content strategy – does it provide the framework for mobile style content?
  5. Identify the technology parameters you will need to work within when executing the mobile UX strategy within your content management system
  6. Consider Google as it makes mobile indexing one of its primary focuses -look at Google’s  Accelerated Mobile Pages  (AMP) project – this will come to the forefront of search in the future. Make sure to serve structured mark-up for both the desktop and mobile version. You can find the tool here to see what AMP means for Google


In short, simplify the UX experience: elaborate a defined strategy to create frictionless mobile browsing that will provide well-signposted choices leading to mobile optimised content and data experiences.

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