01
Problem
Investors scan for specific data points, not long content.
Artemis, a boutique asset manager with a strong reputation among professional investors, had a website that behaved like a marketing site rather than a product.
Fund data was updated by hand, the site was hard to scale, and it didn't match how professional investors actually work. Inconsistent data also chips away at trust, which is a bad look for a fund manager.
02
Approach
Design for the real workflow. Discover, evaluate, validate: find the right fund, compare performance and risk, then download documents and share with clients. Every page was mapped to one of those steps.
Fund pages as hubs. Funds, performance and documents come first, in structured, scannable sections.
Automated data. I worked with engineering to connect fund data and document updates automatically, so nobody retypes a number.
03
System
Reusable components. A modular content system lets the internal team build new pages on their own, without breaking consistency. A reusable component system for flexible pages, with data that updates itself.
04
Outcome
I redesigned it into a data-led platform: fund pages as information hubs, automated fund data and documents, and a reusable component system so the team can publish new pages without waiting for design or development.
05
Results
- Fund pages built from the same shared system, so most of the work was reuse, not reinvention. The system now serves five UK asset managers.
- Faster access to fund data for advisers
- Less manual content work for the Artemis team
- New pages without design or development support
06
What I learned
Clarity beats creativity when the content is financial data. Strong systems matter more than individual screens. And scale is much cheaper to plan on day one than to bolt on in month six.
More screens
More screens
Senior Product Designer · London
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