CASE STUDY
Old Mutual Capital Brings Consolidated View to Multiple Participants
“Molecular has played a key role in the success of our web consolidation project. The new site not only strengthens our brand, but complements our goal of providing superior service and support to financial advisors and their clients. Molecular’s quality of work, energy and creativity clearly sets them apart.” Tom McLain, Senior Vice President Director of Technology, Old Mutual Capital
In 2007, the Old Mutual Capital web site was awarded a STAR Award for Best Retail Home Page.
CHALLENGE Old Mutual Capital (OMCAP) maintained separate web sites for its customers: one for individual investors and another for the financial advisors who serve them. The sites differed considerably in terms of design, customer experience and back-end systems, and ran the risk of having duplicated content. OMCAP wanted to consolidate the sites into a single, unified channel that would provide rapid access to investment and product information while delivering specific content relevant to each audience. APPROACH Using an agile development process, Molecular developed an innovative and content-rich site that provides a single online point of entry into all of OMCAP’s investment products and services. The site, which provides separate portals for financial professionals and individual investors, supports the content and features specific to the needs of each audience while unifying the brand online. Innovative features include: • Scrolling ‘spotlights’ and rollover menus substantially increase the amount of content available on the home page. • The use of tabs enables customers to easily navigate through product information for a specific fund, and a printer-friendly link concatenates the information from all of the tabs for easy printing. • Crosshair rollovers facilitate product comparison by highlighting specific rows and columns in a data table, helping customers focus on one specific factor. • An innovative Pure Performance Monitor (PPM) tool aids financial professionals by enabling them to illustrate the historical returns of hypothetical investments in OMCAP’s asset allocation funds. The tool helps the investor understand the diversification within the funds and the contributions of distinct asset classes to the overall fund performance. BENEFITS • The new site clarifies the Old Mutual brand and provides financial advisors and individual investors with rapid access to investment and product information relevant to their needs. • The consolidation of information enables OMCAP to leverage a common technology platform, reduce maintenance overhead and achieve cost savings through the reuse of value-added content.
Developed in XML, the ‘spotlight’ scrolls to reveal additional featured content, and a rollover menu activates a list of sub-menu items that provide textual descriptions and links to related content.
To facilitate the comparison of products, the row and column that the customer is pointing at are highlighted, helping the customer focus on one specific factor in a data table.
Tabbed browsing enables customers to easily navigate through product information for a specific fund. In addition, a printerfriendly link concatenates the information from all of the tabs for easy printing.
The Pure Performance Monitor (PPM) uses actual portfolio performance, in conjunction with hypothetical account information, to present a scenario indicative of how an investment in one of the asset allocations funds would have performed.
Molecular, an Internet consulting firm, designs and builds digital solutions to help companies increase revenues and decrease operating costs. Since 1994, Molecular has directed successful Web initiatives for the nation’s top companies, including The Finish Line, Inc., Fidelity Investments, MFS Investment Management, Hewlett-Packard and Talbots. BOSTON
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CASE STUDY