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    • FUTURE
    Sinnvestors

    [ servicepage ]
    deka investment
    desktop,mobile
    2020

    Purpose-Driven Investing
    through a clear, modern, and trustworthy Landing Service Page.

    Situation/ Team

    Task

    Action

    Result

    DEKA Invest Landingpage iniative for a better Customer facing UX Design

    • As a multi-specialist in brand advertising and customer experience, the german agency Scholz and Friends developes creative solutions for marketing service pages for diverse domains, for about 40 years. I supported the product design team to Design the Customer Journey and UI Fine Design Screens for B2C.
    • Deka Investment is promoting its "Sinnvestieren" concept — a blend of financial investment and meaningful, sustainable impact — to position itself as a forward-thinking, responsible asset manager. Aawareness and engagement as focus among key demographics.
    • Deka Landingpage: The current digital presence for "Sinnvestieren" lacks a focused, high-converting touchpoint to educate, inspire, and convert target users (especially younger, sustainability-conscious investors). As a result, there is insufficient traffic, low engagement, and poor conversion rates from awareness to action.

    Business Problem: in need for a target re-positioning, to enhance CRO engagement metrics.

    • The current digital presence for "Sinnvestieren" lacks a focused, high-converting touchpoint to educate, inspire, and convert target users (especially younger, sustainability-conscious investors). As a result, there is insufficient traffic, low engagement, and poor conversion rates from awareness to action.
    • We want that our taregt users feel well informed to go through the steps of Conversion - with the goal opening a depot. It should be clear to them, what the benefits of early investments are.
    • This hits the 3 elements: What: Sustainable investment products. Who: Investors seeking returns with meaning. Why unique: Combination of financial performance, ESG focus, and Sparkassen trust.

    Defining the Value Proposition Statement for DEKA Sinnvestieren

    • "With Deka Sinnvestieren, you invest your money in a way that not only seeks attractive returns but also supports sustainable, responsible companies and projects. Backed by the expertise of Deka and the security of the Sparkassen network, you can grow your wealth while contributing to a better future."
    • Since sinnvestieren is positioned as sustainable and meaningful investment through Sparkasse/Deka, the statement should highlight purpose + financial benefit + trust.
    • Deka Landingpage: The current digital presence for "Sinnvestieren" lacks a focused, high-converting touchpoint to educate, inspire, and convert target users (especially younger, sustainability-conscious investors). As a result, there is insufficient traffic, low engagement, and poor conversion rates from awareness to action.

    Without a compelling and optimized landing page, Deka is loosing CRO opportunities

    We state a Clear Value Proposition Headline Claim – Above the Fold,

    • Why: First-time visitors (like Lara) must instantly grasp what Sinnvestieren means and why it matters. The challenge: create a dedicated service page that effectively translates the abstract concept of “investing with purpose” into a compelling, user-centered digital experience.
    • What to Do: Use a clear, benefit-driven headline (e.g., “Invest with Meaning: Grow Your Money and Your Impact.”) Add a 1-sentence subheadline with emotional and rational benefits. Goal: Minimize friction and maximize conversion.
    • Place a primary CTA immediately visible (e.g., “Discover Your Investment Impact”). The user completes a desired action. Examples: watching the educational Videos, signing up for a newsletter, booking an appointment.

    Adjustments of the Header Sections for Desktop/Mobile,

    • Since sinnvestieren is positioned as sustainable and meaningful investment through Sparkasse/Deka, the statement should highlight purpose + financial benefit + trust.
    • Interactive elements, impact visuals, and concise educational content helped demystify sustainable investing, while trust signals and calls to action supported conversion.
    • The final page strikes a balance between Deka’s institutional credibility and a human-first, optimistic tone—encouraging users to take financial steps that make sense and make a difference.

    Deka Invest "Sinnvestieren" landing page optimisation, based on the user personas and goals.

    • Why: Different personas have different goals and knowledge levels. We focus on 3 Persona Types, to guide further design decisions.
    • What to Do: Add a simple quiz or selector (e.g., “What type of Sinnvestor are you?”) to guide users to tailored content.Segment content: beginner-friendly guides vs. advanced ESG metrics.
    • Warm, human-centric visual language in line with Deka's brand colours. Iconography and illustration to simplify complex topics. Subtle transitions and animations to enhance user engagement

    Style Guide and Design System development to scale the project and iterate faster.

    After a few iterations and testing, we created the right Layout and Visual messaging that succesfully performed in explaining the products value proposition.

    Investing with DEKA - ESG selection suistainability criteria.

    Deka has created a separate website at "sinnvestoren.de." In addition to videos and short texts explaining what a "Sinnvestor" is and the benefits of "Sinnvesting," the website also contains the selection criteria for Deka's sustainability funds.

    Accordingly, Deka is guided by the 17 Sustainable Development Goals (SDGs) pursued by the UN (including high-quality education; decent work and economic growth; peace, justice, and strong institutions) and up to 250 ESG criteria (E = Environmental, S = Social, G = Governance).

    Key Takeaways

    • [+] A well organised project collaboartion, with lots of feedback sessions, to align the requested concept adjustments, with data proofed insights from the UX research Teammember.
    • 1. Translating Abstract Concept into Tangible UX:
      Successfully transformed a complex and value-driven investment philosophy (Sinnvestieren) into a clear, engaging, and easy-to-navigate service page that users could understand and act on.
    • 2. Strong User Engagement Through Purpose-Driven Design:
      Achieved a 68% increase in average time on page and 64% scroll depth engagement, indicating a high level of user interest and interaction with the content.
    • 3. Conversion-Centered Content Architecture:
      Improved click-through rate to sustainable product pages by 39%, showing that the new structure and CTAs effectively guided users toward conversion.
    • 4. Mobile-First Optimization that Delivered Results:
      Boosted mobile micro-conversions by 43%, reflecting successful responsive design, simplified flows, and effective on-the-go engagement.
    • 5. Human-Centered Storytelling Enhanced Trust and Accessibility:
      Used illustrations, relatable language, and modular storytelling to make financial topics emotionally resonant—while achieving a 98/100 accessibility score.
    • 6. Positioned Deka as a Thought Leader in Sustainable Finance:
      Boosted mobile micro-conversions by 43%, reflecting successful responsive design, simplified flows, and effective on-the-go engagement.
    • 7. Built a Scalable and Testable Design System:
      Used illustrations, relatable language, and modular storytelling to make financial topics emotionally resonant—while achieving a 98/100 accessibility score.

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