Supporting insight-driven user-centred transformation in abrdn
A Legacy Reimagined
In 2021, Standard Life Aberdeen rebranded as abrdn, aiming to leverage their rich heritage to enhance customer investment experiences. Recognising the need for innovation, abrdn partnered with User Vision to place customer insights at the core of their digital transformation.
Our Approach: Insight-Driven Transformation
User Vision employed a comprehensive strategy to drive change across abrdn's digital platforms, focusing on customer-centric design and usability for diverse audiences.
Strategic Collaboration: Building a Research Foundation
We collaborated with abrdn's digital and UX teams to establish a centralised research repository and develop metrics for user experience evaluation.
Research and Testing: Understanding Customer Needs
We helped feed insight and evidence into the design of the products and services, through robust user research and extensive user testing. We helped abrdn to identify user needs and behaviour, understand their users’ Top Tasks, and bring customer awareness into the project teams through the development of Personas and Customer Journey Maps
Accessibility: Ensuring Inclusive Financial Services
To support abrdn's commitment to providing accessible financial services to all customers, we audited the key services to ensure that they met WCAG guidelines for web accessibility. In addition, we provided bespoke and accredited UX and accessibility training workshops to core internal teams, and empathy workshops to the wider business, ensuring that accessibility became a central element of their user-centred design (UCD) process.
Results: A Trusted Partnership and Enhanced Experience
The User Vision team have become a trusted partner over several years, working hand-in-hand with the abrdn team across a range of projects to bring the relevant skills and expertise, as well as an objective and user-focused perspective to the work.
As a result, abrdn have made significant improvements in their customer experience, reinforcing their expertise in the financial services sector after a significant rebrand. The valuable insights into their customer behaviour, gained through the extensive research, informs the ongoing design and optimisation of abrdn's products and services, delivering a strong and customer-centric experience. Our insights continue to inform the optimisation of abrdn's offerings, ensuring a customer-centric approach.
Conclusion: Why Choose User Vision?
Partner with User Vision to transform your business through strategic insights and user-centered design. Contact us today to discover how we can enhance your customer experience.
Get in Touch: Ready to revolutionize your customer experience? Contact User Vision to learn how our insights can transform your business.