Context

Invesco is the official ETF sponsor of the NCAA. The objective was to translate that sponsorship into a meaningful digital experience that resonated with younger audiences while maintaining brand trust and regulatory rigor.

Challenge

Financial products are difficult to explain without friction. The team needed a way to engage first-time investors, educate without oversimplifying, and guide qualified users toward investment actions.

Approach

We designed an immersive, modular microsite that framed investing through innovation in NCAA sports. Interactive sections mapped real-world sports technology to companies represented in QQQ, reinforcing relevance and credibility.

Engagement was intentionally balanced with clarity—using motion, interactivity, and game mechanics without distracting from the core investment message.

Segmentation & Funnel

The experience aligned with Invesco’s broader segmentation strategy, dynamically adapting content for new investors, individual investors, and financial professionals.

The primary funnel outcome guided users to the QQQ investment page, supported by a secondary email sign-up CTA to continue education and engagement beyond the microsite.

Execution Considerations

Given the visual richness of the experience, performance was a first-order design constraint. We optimized video behavior, scroll-based playback, and asset loading to protect speed, accessibility, and cross-device consistency.

Role

Product Designer - Experience Design

• Experience strategy and interaction design
• Shaped end-to-end user flows and interaction patterns supporting acquisition, education, and conversion.
• Owned front-end implementation of the site, translating designs into production code.
• Balanced rich motion and media with performance, accessibility, and load-time constraints.
• Collaborated cross-functionally with brand, marketing, legal, and engineering.
• Raised overall quality through critique, iteration, and shared design standards.

Outcome

• Delivered a differentiated education experience tied to a major NCAA sponsorship
• Increased engagement compared to traditional financial content
• Successfully funneled users to the QQQ investment page
• Established a scalable model for future brand-led education initiatives