The Royce Funds
What Makes These Small Caps Tick
For 40 years, Royce & Associates, investment adviser to The Royce Funds, has used a disciplined, value-oriented approach to select micro-cap and small-cap companies. Behavior partnered with Royce to rethink its online presence to better reflect its unique value proposition and culture.
Behavior developed a user experience strategy around the organization’s differentiating identity, which included three key identifiers: it’s Thought Leadership, People, and Products. In addition, three main user goals were identified: Find, Contact, and Monitor. This became the primary organizing principle for the website and allowed for streamlining content and navigation across the site.
It’s all about the people
Royce’s active management philosophy resulted in loyal clients/customers who followed individual managers over the funds themselves. As such, Behavior created a holistic space to showcase Royce individuals and their years of experience, years at Royce, thought leadership, funds and insights all in one central place. Behavior also recommended new, more informal photography to better reflect the people behind the funds.
…and the thinking
Royce’s history of thought leadership is concisely reflected in the primary navigation. Timely commentary, insights and topical expertise are made available, continually demonstrating Royce’s subject matter expertise. The editorial position for the entire site was to “talk up” to clients/customers. The website was positioned as a publishing platform for Royce insights.
Product pages feature an at-a-glance summary of each fund, including quick stats and iconography, investment objectives, approach, management team, and insights—allowing for information browsing. For further deep-diving into content, detailed performance, risk, composition, distribution, fees and expenses are aggregated together within clearly distinguishable groupings.
At any screen-size
Behavior’s responsive solution focuses on an elegant translation between desktop, tablet and mobile platform. The design is optimized for scannability and an online reading experience geared for both short and long-form content.
The Royce Funds
- UX repositioned to reflect company culture and brand attributes
- Content strategy cross promotes organization’s key differentiators
- Surfaced the people and thought leadership behind product offerings
- Implemented visual system for differentiating products
- Centralized fund data and information
- Robust responsive design solution for content and data rich site
Royce Funds' site ranks atop the firms covered in the Around the Industry Series— Corporate Insight