Credit Suisse Asset Management

One clear online brand

The brief
As with many other large corporate organisations, CSAM’s online presence has grown organically over recent years through the individual efforts of country site owners. While this approach has created valuable country-targeted content and functionality, it was beginning to dilute the brand and create a disjointed user experience. CSAM asked Rufus Leonard to rationalise and redefine the online presence, taking into consideration content, functionality, structure and navigation and the overall brand. 

Our approach
Rufus Leonard audited and analysed CSAM’s global portal and all of its 14 country sites, set against the benchmarks of its own, and the world’s best sites. We developed global research programmes for qualitative and quantitative user research and usability testing across the CSAM regions, and hosted workshops with site owners and stakeholders from around the world. We also ran online surveys in six different languages to solicit the ideas and opinions of CSAM online customers. This allowed us to formulate comprehensive business and user requirements which drove the complete redesign of CSAM’s web presence. It also led to the creation of a set of detailed build guidelines, templates and a complete image library for use in all CSAM regions.

The value
The new site has created greater cost efficiencies for CSAM and better ways of managing its brand online. The integration of online and offline marketing initiatives has created a greater awareness of the brand worldwide and allowed global web teams to share best practices. For CSAM customers, the benefits are a stronger global brand and clearer online visual identity, along with improved navigation between sites, improved content and functionality.

http://www.csam.com