Uncovering the intersection of tradition and innovation to uncover timeless solutions
Financial Website Rebrand
The modern ledger
This project involved rebranding a globally recognized financial services and investment management website to create a modern, user-centric digital experience. The goal was to help the firm stand out in a traditional and competitive industry while addressing the unique needs of its diverse, global user base. The challenge was twofold: differentiating the firm visually and functionally in a deeply traditional industry, and designing a website that could adapt to users from various countries with distinct financial regulations. Additionally, the site needed to serve a wide range of personas, from financial professionals to institutional investors, each with unique priorities and needs.
Understanding our financial friends
We kicked off by diving deep into the needs of our users—financial professionals and institutional investors from around the globe. Through data analysis and user interviews, we discovered that 65% of users struggled to find critical information, leading to a 20% drop-off rate on key pages. This highlighted the need for a more intuitive and personalized experience. We also mapped out the varying financial regulations across countries, ensuring the solution would work seamlessly for all users.
Tidying up
We tackled the website’s cluttered structure. By redesigning the information architecture, conducted tests that showed we reduced the average time to find information by 38% and ensured 90% of high-priority content was accessible within two clicks. We prioritized user needs, creating tailored pathways for different personas, which led to a 22% increase in user satisfaction scores during testing.
Building blocks
We modernized the visual identity, using the brand’s existing palette and the concept of the ‘square’ to create a fresh yet timeless design. The new componentized system streamlined development, cutting future update timelines by 60%. This scalable approach not only supported the firm’s global expansion but also laid the groundwork for a company-wide overhaul of their digital platforms.
Mission for the future
The rebranded website blended tradition with innovation, creating a modern, user-friendly experience that drove a 12% increase in engagement and a 16% boost in returning visitors. The scalable, componentized system cut future update timelines by 60% and positioned the firm for global growth. Its success sparked a company-wide shift in digital strategy, proving the power of UX/UI in simplifying complexity.
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