T.Rowe Price

Advancing the global fund experience for 28 markets

Role: UX Designer

Project type: Strategy, discovery & experience design

Timeline: 6 weeks

Sector: Financial services

Clients/Customers: B2B and B2B2C

T. Rowe Price is a global investment management firm operating in over 28 country markets across B2B and B2B2C channels. Their core digital experience supports internal teams across marketing and customer experience (CX), serving financial professionals in intermediary, institutional, and retail sectors.

As part of a broader initiative to enhance the investment product experience (IPEx), we were brought in to drive strategic improvements to the global homepage, the digital front door to hundreds of fund offerings, while also helping the internal design and CX teams evolve their ways of working.

Project at a glance

6-week strategy sprint

21 global stakeholder interviews

3 core persona journeys mapped

Strategy aligned to 28 regional markets

Goals

Aligning strategy, experience and collaboration

The challenge wasn’t just about refining the homepage. It was about defining how it could better serve complex user groups across regions and supporting TRP’s internal CX teams in creating a more collaborative, consistent design practice.

Our project had two clear aims:

  • Elevate the digital experience for investment professionals, making it easier to find relevant content, insights, and fund data across global markets.

  • Enable better cross-functional collaboration, aligning siloed teams around shared goals, user needs, and a more joined-up approach to design and strategy.

Discovery

Breaking down silos to build a unified vision

We conducted 21 in-depth stakeholder interviews and led collaborative workshops to uncover pain points, regional differences, and organisational disconnects. We spoke to product owners, regional marketing leads, and digital teams across APAC, EMEA, UK, and US.

These sessions revealed:

  • Friction between global consistency vs local content priorities.

  • Varying definitions of homepage success across departments.

  • Limited shared visibility of user needs and journeys.

  • Siloed team structures slowing down decision-making.

“Potential clients coming to the website with a particular find in mind or doing a thematic search… with a shortlist.”

VP Institutional RM, HK & Taiwan

Stakeholders perspectives

“Fund stories work really well… complements and supplements what you can find on 3rd-party search engines.”

DCIO Regional Sales Consultant

“It is critical for our market to have the voice of our portfolio manager.”

Head of Intermediary Sales, Australia

“Some FAs new to the space only want digital interactions, not personal… huge opportunity to self-serve.”

AVP, lead Manager, Intermediary Sales

“Insights… key for the client to decide… key for the connection.”

Head of Client Services, Mid-Europe

“Thought leadership… very important, can drive a lot of opportunities. Forward looking, linked to a product strategy… very powerful.”

VP Institutional RM, HK & Taiwan

Strategy

Mapping needs across markets and mindsets

We worked with the existing persona framework; Fund Selector, Institutional Investment Consultant, and CIO, and ran a card sort via Optimal Workshop to better understand content priorities.

We then mapped end-to-end journeys for each persona to identify opportunities, tie needs back to business goals, and lay the foundation for a more adaptive, user-centred homepage strategy.

Each user journey helped:

  • Pinpoint high-friction moments across the homepage experience.

  • Connect specific user needs to internal success metrics.

  • Drive alignment across product, marketing, and CX teams.

Insight

From generic homepage to audience-aware experience

The biggest opportunity wasn’t just in changing the layout, it was making the homepage smarter. Personalisation in B2B web experiences can drive substantial business impact, on average it boosts sales by up to 20%, with personalised calls-to-action lifting conversion rates by 42%.

Our strategy proposed a modular, persona-aware design, where content blocks could dynamically shift based on market, user type, or business objective.

We defined key experience principles and modular content patterns aligned to the three core personas, creating:

  • A task-driven experience for Fund Selectors.

  • Insight-rich storytelling for Institutional Consultants.

  • Strategic, high-level thinking for CIOs.

These findings were backed visually by journey mapping outputs and heatmaps that traced current user frustrations and future-state possibilities.

Outcome

A foundation for scalable, global UX

The work provided:

  • A clearly defined homepage strategy aligned to user needs and regional differences.

  • Modular content principles for localisation without fragmentation.

  • A shared language across teams to help guide future CX and design initiatives.

Beyond the artefacts, we helped shift internal mindsets, showing teams how to think cross-regionally, design collaboratively, and tie digital decisions back to both customer and commercial goals.