sabrina k. chun

Challenge

• Long-term Capital Market Assumptions is a highly anticipated annual report for institutional investors.

• The 116-page report was repackaged in various versions: an executive summary, downloadable PDFs, and matrices.

• The landing page, organized by year, was a long list of links to the older PDFs, matrixes, and short reports.

• Twenty-three countries each had 7 pages: a main page, a video page, and five infographic pages. From a content hygiene standpoint, 161 pages were a lot of extraneous LTCMA content, especially for older pages that received little to no engagement.

Approach

• Designed a cleaner and more concise layout.

• I wanted to emphasize the “20th edition” narrative arc for the page reboot. This became a promotional campaign that had banners on the homepage and other pages.

• Along with the refreshed page, we rebranded the title from “Long-term Capital Market Return Assumptions” to a slightly shorter “Long-term Capital Market Assumptions.”

• Part of my responsibilities included pulling weekly Google Analytics reports (see below right screenshot). I needed to make a fully informed decision to combine or delete pages out of the 161.

  • For example, I combined 5 infographic subpages into a single page.