PGIM - Prudential Investment Website Design

PGIM (Prudential Global Investment Management) is Prudential's asset management and investment business. It is a global brand which combines Prudential's eight investment businesses.

https://www.pgim.com/

My Role

Lead UX Designer

Process

Based on competitive analysis and marketing analysis, I work directly with the CMO of PGIM to re-designed the whole PGIM website. In this redesign project, I worked closely with visual designers, marketers and developers. The process I followed was:

Look

Credibility
Trustworthy
Branding

Feel

Interaction
Reaction

Usability

Functionality
Individuality
Predictability

Challenge

Building relationships with stakeholders

Before I redesigned PGIM, our department did a MVP website for PGIMs business which didn't perform as well as expected. I stepped in to lead the UX process and present my research to Stakeholders. Eventually, I built up trust and a great relationship with the PGIM business owners to help them understand and persuade them to support the UX integration into this project, as well as UX research.

Build one brand for eight businesses

PGIM is a global brand for Prudential's eight investment and asset management businesses. PGIM is the front door and the global brand for all eight business. The most important KPI is to showcase PGIM's assets and business variety.

Design without secondary navigation

For development reason, there's could not be a secondary navigation option when I designed the website. I worked as an Information Architect to help define the website structure and the experience.

Wireframes

The website had to follow the design systems which was limited by our existing components. I was able to use the components to show the numbers and the business strengths.