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BlackRock: Raising the Bar for Industry Web Sites

by Sean

Innovation: It happened in 1996 when Motorola released the first clamshell phone, the StarTAC. It happened again in 2001 when Apple released its first iPod. In both cases, design was the source of innovation. Motorola didn't invent a better mobile phone; it just came up with a better design. The same is true of what Apple did with its version of the mp3 player.

At the kasina e-Business Executive Roundtable last week, BlackRock unveiled a new standard for innovation among advisor Web sites. During the meeting, BlackRock presented a case study of its recently-launched advisor Web site.

• Rapid Development: From start to finish, BlackRock developed and launched the Web site in less than 12 months, a remarkable feat made possible by the collaboration of a cross-functional project team consisting of nearly 100 FTEs.
• Web 2.0-esque Content and Design: Throughout the Web site, rounded fonts, color gradients, enlarged text, and effective use of white space give the site a Web 2.0 "look and feel." Popular usage dictates the positioning of certain types of content, which contributes to the effect.
• Integration with External Data Providers: Recognizing that advisors sell more than just BlackRock, it partnered with Morningstar to offer fund comparison tools and proposal generators that account for other firms' product offerings.
• Usability Testing and Promotion: Despite the tight timeline, BlackRock spent nearly five months testing the Web site with different audiences. Pre- and post-launch, BlackRock has conducted extensive promotional campaigns, involving Sales, Marketing, and e-Business.

As a result of its efforts, BlackRock's site debuted at 8 on kasina's list of 2007 Top 10 Web Sites for Financial Intermediaries. Like Motorola and Apple before it, BlackRock didn't invent the Web site for financial advisors. Nonetheless, BlackRock has raised the bar for design excellence and innovation. It is now incumbent upon the rest of the industry to respond.