Baillie Gifford: Main website redesign
Simplifying a complex multi-audience, multi-jurisdiction website while prioritising features and balancing regulatory constraints.
Relevance within regulation
The website serves audiences across different countries and regulatory environments. People needed relevant content and investment information without being exposed to material inappropriate for their jurisdiction.
Jointly prioritising the product with product managers
I led UX direction and jointly owned feature priorities with product managers. I influenced the wider roadmap through customer and experience evidence, working with stakeholders to balance audience needs, regulatory constraints and business goals. Product roadmap ownership remained with the product management function.
Clearer pathways to relevant content
The redesign introduced a clearer jurisdictional experience, additional self-service touchpoints, document downloads, campaign-ready content groupings and more direct access to relevant investment strategies for suitable audiences.
More purposeful journeys
The work created a clearer, more structured experience for users and more useful capabilities for internal teams. I cannot publish supporting internal analytics or artefacts from Baillie Gifford. This case study therefore focuses on my responsibilities, the publicly visible experience and the decisions I helped shape, rather than unverified numerical claims.