Redefining investor experience behavior for a shifting user demographic

Case Study

Redefining investor experience for a shifting user demographic

With improved data visualization and introduction of a radically different visual language that instilled confidence, user adoption to the giving process was made faster and more intuitive.

OUR CLIENT

To address a changing customer demographic, a large U.S. charitable organization specializing in donor advisory funds needed to rethink its digital investment process to deepen the relationship and encourage investment with existing donors, increasing stakeholder participation and facilitation through collaborative tools.

THE CHALLENGE

Engaging investment platform needed to increase donations

The organization required an engaging investment platform that provided an intuitive experience and drove higher contributions while striking a chord with the growing millennial consumer base. As the organization’s digital experience partner, UST identified this experience shift and designed and implemented a fresh digital experience that induced maximum charitable impact, especially among young donors.

The organization required the redesign of donor accounts with a comprehensive view of the charities supported and additional insights on causes that helped define their philanthropic missions. Since most stakeholders preferred to be guided by financial advisors for contribution strategies and fund management, a separate consolidated view was needed for these advisors where multiple accounts handled could be viewed for better advisory planning. The aim was to bring an element of assurance by streamlining all possible inputs for increasing donor confidence in making charitable giving decisions.

THE TRANSFORMATION

Digital experience increased ease of use and user adoption

By mapping the customer journey and identifying the emotional drivers behind investment strategies, UST designed a digital experience that ensured higher contributions through new donor accounts engaging young philanthropists with easy, hassle-free, and seamless interactions. With improved data visualization and introduction of a radically different visual language that instilled confidence, user adoption to the giving process was made faster and more intuitive. Along with the design revamp, a pressing need was to build the digital experience on a sound content management platform.

UST carried out a CMS migration to Drupal 8, administering the required ease of use, robustness, security, and scalability for a new-generation investment experience. With several new components created and integration techniques implemented, especially with Drupal APIs, users could now perform functions previously resource dependent.

A data-driven experience for long-term strategic charitable giving was created by integrating Google Analytics and GTM to best capture user insights and continuously evolve the experience based on real-time data. This end-to-end customer journey analysis enabled an all-encompassing view of the customer activity that helped capture the philanthropic characteristics of the donor enabling a customized, guided donation process.

THE IMPACT

A transparent and intuitive investment experience provided easy and seamless interactions

Key benefits of the solution included:

RESOURCES

https://www.ust.com

https://www.ust.com/en/evolve