The purpose of this project was to refresh our digital experience and elevate a new and client-centric brand that spoke to our approach to investing, our culture and the client experience, and more closely align to our parent company.
In an effort to increase our brand recognition, the firm aimed to present itself in a consistent and compelling way, and we focused on doing that through a new set of redesigned assets, templates and components.
Similar to the replatform project, all global web properties were in scope, with the US site alone having 3500+ pages to rebrand. All of our templates, components and modules needed to be updated to reflect the new brand direction.
The project was comprised of several workstreams to address the full conversion of all websites, and to ensure they were all following the proper style guide and template adaptation. UX design and business requirements, content strategy, QA and testing were highly important aspects of this project and areas in which I focused the most. Some of my responsibilities included testing components from a user experience and functional standpoint, content review and migration testing to ensure the current content mapped to the new format and design, UAT testing of components and content in our lower environments to ensure everything was working correctly, bug and defect reporting, and faciliation of legal and compliance sign off on almost everything that included a marketing material change.
We worked in an AGILE environment with daily Scrum calls with global digital marketing, IT and developers, discussing QA and testing efforts, sprint and project scheduling, and project management.
