JPMorgan Mutual Funds

“Make product breadth and depth a differentiating advantage”

Among the many challenges J.P.Morgan Funds faced, a top priority was to reorganize their massive fund offering into something that users could understand.

In it’s previous incarnation users were forced to scroll through hundreds of funds with little to no guidance as to how they may fit into an investment strategy. For the redesign we created a fund explorer that used a few simple mechanics that allowed for sorting and winnowing the offering. One of these tools we used were Morningstar boxes, a popular tool used by advisers and investors. They allowed us to show users that J.P.Morgan had multiple products that fit the need of any investment goal. This visualization helped limit the choices that more traditional lists provided.