Lazard Asset Management



Lazard Asset Management is a trusted advisor to Governments, Institutions, Public, and Private accounts globally. They operate with $179B assets under management across asset classes, specializing in global equity and emerging markets.


With a web presence and back office processes that hadn't been updated in several years, the LAM digital product team was looking to evolve it's digital strategy, create efficiencies across authorship experiences, and attract top talent to the firm. From a design perspective, they wanted to be both visually associated with and differentiated from the visual brand.



Following extensive user research and product strategy, the product branding involved: 

  • Partnering closely with client partners

  • Brand Research

  • Competitor Research

  • Affinity mapping among primary user types

  • Task Analysis

  • Wire Framing

  • Style Tiles

  • UI Design

  • Motion Prototype design across breakpoints



Sample Mobile Prototype

Sample Desktop Prototype


The creative direction and product branding component of the engagement shown here was 3 weeks in duration. It preceded a 1.5 year long design and development engagement that when complete, will have transformed the company through human-centered technology design. I was responsible for one IA focused UX designer that primarily outlined the wire frames, user flows, and task analysis; one User Researcher that was primarily responsible for integrating the segmentation data into the affinity mapping and task analysis; and one Mid-Level UI designer responsible for creating the motion prototype and fleshing out the UI design. My role was Lead Experience Designer. In addition to working with the talented and inspired creative team, I partnered with the client, presented materials, designed and sold the creative at a high-level, worked closely with the creative team to manage the discovery phase delivery.

Rachel Robbins