Client: Goldman Sachs

Goldman Sachs, one of the premier investment banking and securities firms, has developed a secure online product, which offers a full range of financial services to its affluent private client base.

Client Challenge:
Goldman Sachs needed to define and evaluate a highly differentiated and robust site for wealthy investors. The company wanted to ensure that the site could be used easily and without training. In addition, Goldman Sachs needed to identify which content and web or financial tools were most valuable and useful for their clients.

The Westport Company Response:
Talking to very affluent individuals (both Goldman customers and prospects) in small groups across the US, we evaluated the value and appeal of the site.

In a series of usability tests on the prototype and on the live site, we provided detailed diagnostics on the site interface, including navigation, content organization, site architecture, nomenclature and graphic presentation.

As a result of our research, the development team was able to determine which functions and content were expected as baseline, which were highly valued differentiators and which were considered less important from the perspective of the wealthy investor. Goldman Sachs was also able to improve the site's navigation, scope of information, and look and feel.

Methodologies Used:
experience probes
diagnostic focus groups

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