ATB Wealth
ATB Investor Services (ATBIS) transformed to take on a new identity with the creation of ATB Wealth in 2018. As a way to inform customers about the transition, a microsite was created within ATB Financial’s web ecosystem to serve as a digital showcase of the products and services that Wealth has to offer.
ATB Financial
2018
At the time, users were able to navigate the microsite to provide high-level overviews of the products and services that ATB Wealth had to offer, ranging from general services to client-specific options. The microsite also provided calls-to-action for users to explore various other Wealth/ATBIS products already within the ecosystem, such as ATB Prosper and various newsletters.
The website took inspiration from and was built with pre-existing design files and components relating to ATB Financial’s in-development design ecosystem, which at the time did not feature on ATB Financial’s existing website. This was done in combination with ATB Wealth’s newly developed visual identity, already being utilized within various forms of mixed media (from print to digital advertising).
Homepage of the ATB Wealth microsite
The main carousel featured on the homepage of ATB Wealth
Multiple campaigns were also created utilizing persona-based research that interacted with the website. One instance saw the development of a custom segmentation tool—positioned as a brief user questionnaire—that users were able to complete based around their customer needs and goals. Upon completion, users were then directed to a tailored page with products and services that were hyper-relevant to their needs.
Example of a question featured in the segmentation tool
Example of segmented slider format used within the tool
Example of tailored articles a user may find upon completion of the segmentation tool
An example of the lead generation form a user may find upon questionnaire completion, which may vary depending on user results
The Wealth microsite was publicly accessible from September 2018 to October 2019, when it was replaced with its current form as a section of ATB Financial’s current website.
Creative direction was provided by Nick Oelke. Web app development was provided by Darcy Chan and Eric Newby from Punchcard Systems, in partnership with ATB Financial.