COLUMBIA THREADNEEDLE INVESTMENTS
A Future-Proofed Website for a Global Investment Powerhouse
Objective
With 78 regional websites across 8 languages, Columbia Threadneedle Investments needed a modern, scalable, and user-centric digital presence. Their existing platform was outdated, disjointed, and difficult to navigate, leaving users struggling to find key investment insights, fund information, and asset class details.
The challenge was to streamline the experience, align with their global brand identity, and create a future-proofed design system that would evolve with their needs.
Investment Marketing and Innovation Awards 2021.
across all global markets.
leading to better engagement.
How we did it
Through extensive research and audience analysis, we uncovered key pain points: confusing navigation, fragmented customer journeys, and outdated content structures. Users weren’t finding what they needed, and the experience varied wildly across different regions.
We overhauled the UX and IA, creating a seamless content structure that better linked asset classes, fund pages, and insights. The new design system balanced modern aesthetics with functionality, ensuring a cohesive brand identity that aligned with the US market while working for diverse global audiences. Built with flexibility and scalability in mind, the system empowered Columbia Threadneedle’s teams to maintain and evolve their digital presence with ease.
The outcome was a more intuitive digital ecosystem that delivers a cohesive, user-first experience worldwide – proving itself more than just an upgrade, it was a well-structured, insight-driven platform with a competitive advantage.
