Revolutionising a data product that maps the investment sphere

We redefined, rebranded and redesigned a financial data product to unlock revenue streams and increase customer acquisitions. Fundmap provides refreshingly simple ways for customers to stay on top of the fast-moving, financial world.

Integrating and revolutionising a financial services data product

The acquired product had a good customer base but was difficult to use, clunky and the data model needed a complete overhaul. We collaborated with stakeholders and specialists on a journey to transform the legacy product, redefining its positioning and redesigning its interface architecture to boldly open up new ways of experiencing the data, boosted the functional capabilities and presented the product with a fresh, uniquely recognisable brand that stands out within its field.

Due to the tight turnaround, we defined a feasible roadmap with product owners and technical teams to first tackle the product’s architecture and interface so development could kick off early on, and then created the wider brand. This was a delicate balance and our Playback Method was useful in helping us overcome the traditional waterfall silos.

The essentially new product – Fundmap – embeds seamlessly into different customer’s workflows and is armed with a highly responsive, scalable architecture: a smart grid framework, a customisable alert system, search and filtering mechanisms, and a range of adaptable export features. Fundmap now delivers exciting new opportunities for both the business and their customers to expand their respective business horizons.

Defining Fundmap for both owners and users

It was imperative that utility and adaptability were core to the product, and the interface had to deliver on this core need no matter the users location or context. We worked with product owners, sales and marketing and customer services, through a series of iterative workshops to define the core product value, uncover all the product features, tiers and explored new potential revenue streams. We thoroughly researched data products, both direct and indirect competitors to paint a picture of the market. Once we had agreed on the product’s scope and vision, we set about designing its interface.

Core to this process was the ongoing engagement of customers across the US and UK to understand the product’s user base, their different use cases, behaviours and respective needs. As we developed the interface we held iterative customer consultation sessions.

With this agile way of working were able to evolve the experience and look and feel of the product to match its users’ needs, culminating in a highly functional typographic approach, meaningful colour coding system, and purposeful, recognisable icons.

Telling Fundmap’s story

Being a digital-only product, Fundmap needed a powerful identity with a strong story that would make it stand out in the marketplace. As we were opening up and defining the interface, we were also envisioning a narrative to reflect the products purpose and transmit its value within brand.

We started by co-defining the name, researching keywords, assessing domain names, and benchmarking competitors’ messaging strategies; based on the name we agreed on, we explored ways to capture the essence of Fundmap in the logo, settling on a representative emblem (connective dots) that can be deployed independently as well as with the full logotype. The graphical illustration styles tell the brand’s conceptual story, and 3D and motion graphics aptly convey Fundmap’s exciting dynamicity and connectivity – around the world, around the clock.

We engaged in workshops with the marketing department to identify key benefits and the right messaging and positioning statements to reflect Fundmap’s value, staying true to our creative direction. Fundmap’s visual and verbal language now duly reflects the product’s connective purpose, illustrating the value of the interactions and connections it draws with the brand language itself illustrating how the product works.

Adapting, evolving, improving

Since launch, we’ve continued to enhance Fundmap, assessing its usage, adding new, advanced features and refining user flows as the data point grew. With the guidelines and briefings we provided, the internal design teams continue deploying Fundmap’s brand language as the product evolves. Fundmap is built to adapt to a fast-changing business environment, and we at Playfields are always ready to push it to new horizons.