Sumitomo Mitsui DS Asset Management Company

Design and development of a new website for the newly merged SMDAM UK, making information-heavy pages user-friendly and accessible on mobile, while developing a CMS that facilitated frequently updating website information. We developed a website that fulfilled the UX requirements and served as a leader in design for other regions.

Sumitomo Mitsui DS Asset Management is an asset management companies with branches in London, Tokyo and Hong Kong, incorporating new techniques to provide top-tier asset management services.


Following the merger between Daiwa SB Investments and Sumitomo Mitsui Asset Management Company into Sumitomo Mitsui DS Asset Management, the company needed a brand new website for the UK region. The new website needed to provide a positive outlook on SMDAM, reflecting the brand’s values and Japanese cultural heritage while inspiring awareness, interest, desire and action.

SMDAM wanted the website to encourage exploration through an enjoyable user experience, including intuitive navigation, speedy document downloads, mobile responsiveness, and easier access to information.


The Webstars team underwent a ‘mini discovery session’ with the client to better understand how customers use the website, as well as explore the requirements from the business and admin side. One of the challenges in the UX phase was making the data-heavy tables on the website digestible and easily viewable on mobile for users. On the admin side, data-rich information was being updated daily and as such needed to be user-friendly in terms of CMS.

As the company’s Japanese background was a point of interest, we looked at imagery for the website design alongside the client to make sure we were conveying this heritage while not falling into cliches or stereotypes; at the same time, it was crucial to work within the brand guidelines, delivering a product that encompassed SMDAM’s values.


  • UX and Wireframes
  • Design

  • Front-end and back-end development


  • WordPress CMS

  • Legal disclosure pop-up

  • Landing page

  • Improved site search

  • Mobile responsive site

  • PDF upload function


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