Invesco, LLC Information Architecture and Content Strategy Analysis
I aimed to refine the information architecture and content strategy of the Invesco website to enhance user navigation, accessibility, and overall user satisfaction. This project was completed as an in-class project for the Human-Computer Interaction M.S. program at DePaul University.
Background
Invesco, LLC is designed to help users achieve financial independence by providing access to investment services, educational resources, and financial planning tools. However, users struggle with navigating the site due to a complex structure and inefficient content organization, leading to frustration and difficulty in finding important information. Additionally, they serve as a property management company, Invesco Real Estate, LLC. This facet of the company is often lost amongst their other services.
The project focused on examining how users interact with essential tasks such as scheduling advisor meetings, reading newsletters, accessing financial education, and locating contact details. The goal was to identify structural and content-related issues and propose strategic improvements to streamline user interactions and enhance overall site usability. We also proposed housing their rental services on a separate mobile platform.
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Goals
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Assess and resolve structural issues within the Invesco website’s information architecture.
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Align content strategy with user needs and preferences for financial services and educational materials.
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Optimize task flows to facilitate seamless user interactions on the site.
Objectives
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Identify structural pain points in scheduling meetings, accessing newsletters, and finding educational content.
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Evaluate the effectiveness of the current content organization and site structure.
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Gather user feedback to guide the development of a more intuitive content and navigation strategy.
Preparation and Execution
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Developed tools for data collection including questionnaires and interview guides.
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Established usability testing environments and recruited a diverse participant group.
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Conducted user surveys to gather broad feedback on site navigation and content accessibility.
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Held detailed interviews to delve into user experiences and specific pain points.
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Performed usability testing on existing and proposed site structures and content layouts.
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Gathered qualitative insights from user interviews and usability testing sessions.
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Collected quantitative data from surveys and behavioral analysis tools.
Methodology
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Analyzed existing content to identify gaps, redundancies, and structural inefficiencies.
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Used card sorting and surveys to understand user categorization and prioritization of content.
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Observed user navigation to pinpoint structural and content-related challenges.
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Validated design improvements through iterative usability testing.
Participant Details
Recruitment:
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Participants were selected from Invesco’s client base, including current and potential users with varying levels of financial service familiarity.
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Demographics:
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Age Range: 22 to 68
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Occupation: Students, professionals, retirees
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Tech-Savviness: Ranges from highly experienced to novice
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Number of Participants: 20
RESEARCH PROCESS
Key Findings
Insights
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Users faced challenges in locating relevant financial education and navigating the website’s complex structure.
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The process of booking advisor meetings was cumbersome, involving unclear steps and excessive clicks.
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The site’s visual hierarchy made it difficult to prioritize and locate key information.
Pain Points
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Ineffective navigation with frequent dead ends.
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Difficulty in accessing educational content and advisor booking options.
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Overwhelming information without clear prioritization.
Opportunities
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Simplify the site’s information architecture to enhance navigation and emphasize critical tasks and content.
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Improve the visual hierarchy to aid in content discoverability.
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Create more intuitive pathways for key actions such as meeting bookings and accessing financial resources.
Conclusion
The research provided valuable insights into user challenges and content-related issues on the Invesco website. By addressing structural inefficiencies and aligning the content strategy with user needs, the redesigned site aims to enhance user satisfaction and accessibility. Future steps include monitoring post-implementation feedback and conducting additional user research to further refine the website.
Challenges:
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Balancing diverse user needs with the inherent complexity of financial services.
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Navigating technical constraints during the implementation of design and content changes.
Learnings:
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Gained insights into the impact of varying user familiarity with financial concepts on their site experience.
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Emphasized the importance of iterative design and ongoing user feedback in creating effective solutions.
Design Implications:
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Proposed a revised site structure with streamlined navigation and prioritized content areas.
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Introduced clearer call-to-action buttons and simplified task flows for improved user interactions.
Iterations:
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Developed wireframes and prototypes based on user feedback and usability test results.
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Adjusted designs to simplify booking processes and enhance content categorization.
Reflection
This project underscored the critical role of information architecture and content strategy in optimizing user experience. It reinforced the value of user-centered design and iterative improvements in creating effective, user-friendly web solutions.​
Context & Background
I’ve moved often, so I understand how stressful apartment searching can be. Homerr was born from that frustration—a prototype for a mobile app that helps renters filter, schedule, and favorite listings effortlessly. Our focus was usability and accessibility, ensuring that users of varying abilities could complete essential housing tasks with ease.
My Role & Collaboration
I served as the prototype designer and co-researcher, creating the app interface in Axure and supporting the usability evaluation. Our four-person team split responsibilities across design, data collection, and analysis. I also helped write the evaluation script and led participant communication.
Timeline
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Weeks 1–2: Prototype creation
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Week 3: Two user testing sessions
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Week 4: Analysis and design iteration
Research Goals & Methodology
We aimed to understand how users navigate the apartment search process and identify pain points in filtering, scheduling, and saving properties.
“We wanted to learn how people make apartment decisions online to create a tool that feels efficient, inclusive, and intuitive.”
We conducted two usability sessions over Zoom, with participants using their own devices. Tasks included filtering by budget and amenities and scheduling an apartment tour.
Analysis & Outcomes
Findings revealed:
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Color contrast issues affected visibility for colorblind users.
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Date selection was confusing, causing minor delays.
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Filters needed reorganization for quicker navigation.
I redesigned the interface with stronger color contrast, simplified date pickers, and grouped filters logically. Satisfaction scores improved from 3/5 to mostly 4s and 5s across participants.
Impact
This project reinforced the importance of accessibility from the start. Our evaluation process showed how small UI adjustments can significantly improve user experience—especially for users with specific visual needs.
Reflection
Designing and testing Homerr reminded me that inclusion isn’t a feature; it’s a foundation. It strengthened my conviction to advocate for accessibility as a core part of every design decision.
00​ Introduction
Background
Goals
Objectives
01​ Research Process
Preparation/Execution
Methodology
Participant Details
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02 Key Findings
Insights
Pain Points
Opportunities
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03 Conclusion
Challenges
Impact
Reflection