The UK is the centre of the hedge fund industry in Europe, managing over four fifths of all hedge fund investments for the continent. Seeking to tap into the complex psychology of traders, Thomson Reuters asked Parker Design to create a financial website design that would promote the performance benefits of Eikon, its analytics software.
Hedge fund managers typically fall into one of two trading categories: systematic and discretionary. While systematic traders tend to value algorithmic models and historical data to inform their investment decisions, discretionary traders are guided by their instincts and knowledge of the market.
To incorporate these two very different trading styles into the financial website design, we built upon the concept of “Man versus Machine” and developed two distinct user experiences online to demonstrate Eikon’s performance benefits. In order to encourage immediate engagement, our team split the home screen between the two options with high-quality graphics and pushed visitors towards the hedge fund content that suited their preferred trading style.
Based on their selection, traders could scroll through a unique infographic with insights and interactive content that spiralled out as they moved through the site. The financial website design also offered in-depth product information to highlight Eikon’s key features and encourage traders to participate in a free trial.
By using a parallax web design, our creative and digital teams were able to develop an interactive experience for viewers that helped trigger increased engagement among their target audience and promote the product features that best fit their investment needs and preferences.
The site also offered high-level or in-depth information, depending on what users wanted and coordinated visual components with the existing company to reinforce the client’s status as a financial industry thought leader and innovator.
Thomson Reuters received extremely positive internal and external feedback regarding the financial website design and is currently including it as the centrepiece of an integrated marketing campaign for its range of financial and risk solutions software.