The problem
ARM, with over 30 years in the industry, offers wealth creation opportunities through a unique blend of traditional asset management and other investment services. They have a suite of products under their belt: investments, pensions, stocks, and trustees.
In a new digital era, the business was falling behind and needed to act fast.
Dormant accounts due to lack of awareness of full product offerings
Revenue driven by only one of five available products
Customers distributed worldwide using outdated digital channels
The goal
The goal was to improve customer engagement, acquisition, retention, and increase conversion while improving brand outlook.
Approach
ARM prioritized an omnichannel experience. This meant a deep dive into competitor solutions, understanding the user segmentation, the relationship between offerings, and creating a unified point of entry and purchase to promote all products and open up new sources of revenue generation.
Aligning on the information architecture
One Dashboard for all
Now users could see their products across loans in one platform, with access to insights and related products based on their financial risk profile, improving engagement and cross-selling on the platform. Easy access to key insights lets users navigate seamlessly right from the dashboard.
Analyse your products
Now users could get deeper insights on their products, with detailed information showing progress over time.
Improving interest
Information is provided on products not yet purchased by the customer, with detailed descriptions, insights, current trends, and the option to purchase other products.
Auto invest
Users can now choose to auto-reinvest assets from their investments.
Client profiling
This was introduced to better tailor the customer’s investment experience and deliver more profitable returns on investment.
Responsibilities
- Led analysis of customer drop-off patterns across integration flows, identifying friction points and translating findings into actionable design improvements
- Planned and facilitated usability testing sessions, synthesising insights to validate design direction
- Partnered closely with product management and engineering to continuously assess, prioritise, and evolve the customer experience
- Owned end-to-end prototyping and iterative redesign across all product verticals
- Translated PRDs into high-fidelity designs that balanced customer needs with business objectives
Conclusion
Unifying four distinct financial products into a single platform required careful navigation of competing user mental models. The key insight was that an omnichannel experience isn't just about putting everything in one place — it's about designing a coherent information architecture that lets users move fluidly between investments, pensions, stocks, and trustees without cognitive overload. The results validated the approach: a 12% lift in cross-product adoption and over N5 billion in revenue generated through the unified platform.