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Century American Century, the fourth largest mutual fund company, wanted to improve their old site and create a 1 to 1 marketing site. I worked as the lead designer with a wonderful design team*. After simplifying and expanding the site architecture, I established a consistent navigation and and interface throughout the site and across different business units. The site was built on a component architecture so that navigational changes can be made easily and American Century can maintain the site in their content management system. The templates are designed to accomodate different content, secondary and tertiary brands, and to allow for target messages to the users when appropriate. One of the features I added was a comparison tool for both mutual funds and services allowing users to better navigate complex financial waters. This screen shows a comparison between an Individual Account and a Roth IRA. One of the more challenging features of the site was the OnePIN setup which allowed users to view all their accounts. Unfortunately the burden is on the user to complete this very complex task. To simplify things, we used a convention of "action boxes" to draw the users attention to the main direction or action that needed to happen on that screen. The numbered steps on the side gave a context to the action. The first user test was a disaster and the feature had to be completely redesigned. Our approach was to only request one action on the part of the user on each screen. It made for a more lengthy but simplier process.
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