American Funds Investor Prototype

What do you do when investors read less than 1% of your market commentary articles? And investors used your financial planning tools 10 times more often than they were reading your planning articles?

Capital Group had always sold its award-winning American Funds through financial advisors, but now many investors want to take more control over their financial futures, so the company needed to create content that helps them do just that. Problem was, investors didn’t see CG as a go-to resource for planning content.

I researched content opportunities. Created a new information architecture and goal-oriented labels. Recommended a new reading level, brand voice, and personalization. Helped the design team create simpler navigation and article page templates. Drew up a plan to reuse and migrate content to the new templates.

The result? A simple, friendly website prototype investors loved.