Putting users at the heart: How AIC transformed Its website with deep audience insights

I helped the Association of Investment Companies (AIC) by providing user experience research, website strategy development, and content optimisation services.

The main focus was analysing how the AIC website was being used and what users needed from it. By engaging with various users, I gathered valuable insights that enabled me to create a strategic plan to improve the website’s structure, user journeys, and content architecture. The goal was to make the AIC website more intuitive, engaging, and effective for everyone who uses it.

Context

The Association of Investment Companies (AIC) realised that their website had become a bit of a mixed bag, trying to be everything to everyone and not really hitting the mark for anyone. As a trade body, AIC’s mission to support various investment company stakeholders was getting lost in a web interface that had become outdated and cluttered. The website had something for everyone, but users struggled to find the information they needed. Many ended up creating their own workarounds, saving bookmarks, and ignoring the purpose-built IFA portal.

Recognising the need for a more focused and strategic online presence, AIC decided to aim for a complete website overhaul. They wanted to refine the website’s look and functionality to resonate better with their diverse audience. The existing site was far from the professional and streamlined resource AIC aspired to provide. It was clear that a fundamental rethink of the site’s structure and content strategy was needed to elevate AIC’s online presence and genuinely support their users’ investment journeys.

Objectives

The goal was straightforward: make the AIC website more effective and engaging for its users. Together, we needed to accurately identify and understand the main user groups, assess how well the website was meeting their needs, and find the right balance and content for each group. Success would be measured by increased usability, improved user satisfaction, and a more defined role for the site within the investment community.

To achieve this, I conducted rigorous evaluations of user engagement. Knowing that the key to a successful website revamp lies in user insights, I emphasised direct feedback and data-driven decision-making. The focus was to understand what would make the AIC site a go-to resource that supports informed investment decisions and promotes the benefits of investment companies to a broad audience.

Strategy

The strategy for revitalising AIC’s website focused on deeply understanding user needs, preferences, and behaviours, while also keeping an eye on the competition. I conducted extensive stakeholder interviews, user surveys, and a thorough review of website analytics to get a clear picture of the site’s performance and user engagement. This mix of data and user insights was the foundation of my approach, ensuring that every recommendation was grounded in real evidence and tailored to AIC’s diverse audiences.

A big part of the strategy was treating internal stakeholders as website users too. This approach recognised their role in managing and improving the website’s performance. I worked closely with AIC throughout the process, diving deep into the existing structure and content of their website and exploring best practices in web design and user experience. This allowed me to pinpoint areas where AIC could set new standards for engagement and functionality.

My recommendations included architectural changes to simplify navigation and content strategies to enhance discoverability and relevance. Importantly, these changes made the website easier to manage for internal stakeholders, enabling them to improve its performance across various metrics. AIC was an active partner throughout this process, fostering innovation, learning, and a shared commitment to excellence.

Results

The user research led to a complete transformation of the website. The revamped site featured a cleaner, more professional design and a reorganised content structure that prioritised user needs. We introduced clearly defined user personas and targeted content pathways, marking a significant shift towards a more strategic, audience-aware online presence.

Beyond the visual and structural improvements, the project greatly impacted AIC’s internal processes and outlook on digital engagement. I recommended establishing a website working group to ensure ongoing attention to user feedback and continuous improvement. This strategic move towards a more dynamic and responsive web management model has positioned AIC to serve its community better, adapt to changing user behaviours, and stay relevant in a fast-evolving digital landscape.

Learnings

This project with AIC highlighted several key takeaways. First, effective web design and strategy require a deep understanding of user needs, preferences, and behaviours. Engaging with users directly, challenging assumptions, and being open to change based on real evidence is crucial.

Second, the project underscored the importance of flexibility and adaptability in digital projects. By encouraging and supporting a continuous learning and iteration culture, organisations can better navigate the complexities of online engagement and keep pace with user expectations. For AIC, the journey was not just about redesigning a website but about embracing a more user-centric approach to all its digital activities.