Transforming RIAA's digital ecosystem
Responsible Investment Australia (RIAA) champions a sustainable financial system, setting high standards for financial services to drive positive change for people and the planet. We believe that evolving financial systems is crucial to solving global challenges, and RIAA's role is essential in this transformation.
Harvey was engaged to significantly enhance RIAA's digital presence by integrating their main website with their certified products and adviser directory, previously known as Responsible Returns. The goal was to improve user experience, and streamline processes for both members and team, by addressing outdated content, tech infrastructure and design.
Create a high quality experience
RIAA's 10yr old website was stuck on an outdated Wordpress setup that was difficult to update, unreliable hosting and it was really hard to navigate. A separate Directory website, and event ticketing Website existed completely unintegrated. A modern, integrated platform was needed to really show off their diverse range of offerings, get more people involved, and bring their product directory all together in one spot.
Design & content overhaul Webflow
We started with uplift aligning the brand across all 3 sites, creating a cohesive design system. A comprehensive information architecture and content review on 1800+ pages to create an intuitive user journey. Ensuring RIAA could adapt the site to elevate the latest, most important information easily. We moved to Webflow; created a backend integration syncing product & member; and created member login utilising existing GlueUp CRM.
Significantly more engagement & reach
RIAA now has a unified, high-performing website that's far easier to manage, tells their story more clearly. Centralised website for users to access previously disparate information. 200% increase in traffic, 80% increase in organic traffic from 180% more keywords, load speed reduced by 75%, detailed analytics on health, security & performance. Ultimately improving engagement with more people interested in responsible investing.
A cohesive user journey, with clear hierarchy with access to the most important information
A cohesive design system applied to branded materials, templates & conference marketing
Highlights
Discovery to unpack the existing websites & brand
We kicked off with in-depth workshops to explore the complex landscape of responsible investments and RIAA's unique business offerings. We even learnt about the key distinctions like 'classifications' versus 'certifications'. We identified the strategic challenge of managing two distinct brands and websites, each catering to unique audiences. We also assessed current website performance, pinpointing what was working and what wasn't to set clear goals and desired outcomes for the project.
Visual identity refresh and component-based UI
For the design phase, we focused on a strategic brand uplift. We kept the existing fonts for consistency across print, while clarifying a quarter-circle and image design system. We defined a new refined palette utilising greens from their Responsible Returns website with RIAA’s orange and burgundy. The website design adopted a content-first approach which guided the creation of a comprehensive suite of sections / components and flexible sort / filter systems.
Clarifying complex content & streamlined uploads
RIAA's 1800 pages of information was complex, unstructured and inconsistent. Working closely with the team we created clearer hierarchy & more succinct copy - especially for their membership and certification offerings. All whilst meeting AFSL and compliance requirements. A big win was surfacing previously hidden information (like import reports, legal info, processes, how-tos) making the site more engaging & easier to use, for everyone including staff. We used Airtable to sort and review existing content and databases like their many blogs and resources, to them bulk upload to Webflow.
An integrated solution optimised for mobile & SEO
The build phase marked a significant shift for RIAA, moving from a fragmented WordPress setup to a unified, stable and secure Webflow platform. Custom APIs were developed to bring in membership & product data directly into Webflow. A flexible member-only content capability was added, using authentication with their existing CRM, and tagging to dynamically hide/concatenate content for members. An optimised structure, new metadata, redirects maximised up time and SEO rankings. Detailed tracking (i.e. videos, downloads, search filters, conversions) was setup including monthly reporting.
Intuitive, flexible member & product directory data sync from GlueUp & RIAA’s Custom Assessment Portal App
Figma art boards showing work in progress of design with team collaborators. We approach design using actual content (real headings, real event details and real images) as it allows us to consider actual use cases rather than hypothetical ones.
