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Content planning

Global website system redesign

The project

Redesign retail and wholesale websites for financial advisor, analyst, and investor audiences. Modernize the approach, make it responsive, and bring all of the international sites into one CMS with fewer items to manage. The design system must be flexible enough to work for 20+ countries and adapt to different audience focus, varying amounts of content in the native language(s), and local legal requirements for display of financial information.

My role

Lead UX Designer in a small, lean team that was a mix of design studio creatives and executive client stakeholders.

A modernized approach

The results

A redesign that integrates financial product details, thought leadership, and localized content into one flexible system.

What I did

  • UX lead for a 9-month project with multiple tracks
  • IA & template system for a global network of sites
  • Customer profiles / personas
  • Redesigned, visualized & prototyped complex financial information
  • Collaborated with client stakeholders throughout the process

Building trust through transparency

Below are artifacts from various workshops and working sessions. The challenges of consensus-building with an international group of stakeholders necessitated a lean and open process that included frequent collaborations, check-ins, and working sessions with cross-disciplinary teams.

Pencils before pixels

I always start with sketches because it allows me to explore directions quickly and share them with others for feedback and further ideation.

These sketches depict different information architecture concepts, navigation approaches, international entry points, and rich interactions for key content types.

Storytelling with data

Funds are the core information on the sites and required special attention.

I explored different ways the complex, dense data could more visually tell a story about the fund—in summary, expanded, and full detail formats.

Hierarchies of information were established through user and subject matter expert interviews, then I applied a “progressive disclosure” approach to visualize and prioritize data. Quick previews support further analysis without leaving the page, and detail pages placed the most important data first, with deeper details a click or tap away.

Designing a system of connected, flexible content

Before wireframing detailed pages, I created a system of modularized, connected content to display related information responsively on any device. Worksheets were collaboratively filled out to establish page goals and content priorities for key pages.

The system met needs across international sites with a system that allows each country to select that patterns that work best for its unique audience priorities and content needs. Low-fidelity wireframes outlined the key patterns and options for country-level content and were used to gain early buy-in to the approach.

Validating and bringing it all together

Completed the system with navigation models, international role and language personalization selectors, and investment thought leadership that weaves throughout the product information.

I wrote a test plan, another team member pulled the designs together into a prototype, and together we conducted guerrilla user testing online to validate our designs and hypotheses. The design was very well-received in testing and it moved forward with minor adjustments.

The visual system

The final results created by the studio’s fantastic Visual Design team—I collaborated with our Art Director on the component system for this project.

The final result