Global website system redesign
Lead UX Designer of a lean team that was a mix of design studio creatives and executive client stakeholders. Redesigned global websites to integrate product details, thought leadership, and localized content into one flexible and responsive system. I also visualized financial products and consulted on content strategy.
My role
UX lead at a design studio for a 9-month project with multiple tracks
IA & template system redesign and content strategy consultation for a global network of sites
Key customer profiles
Redesigned, visualized & prototyped complex financial information
Collaborated with client stakeholders throughout the process
Collaborated with Art Director to create final design system
A modernized approach
I redesigned retail and wholesale websites for financial advisor, analyst, and investor audiences. The modernized approach was responsive, and had to 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.
Examples of the final design and website system in action
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 (and often virtual) collaborations, check-ins, and working sessions with cross-disciplinary teams.
Gathered research on audiences with the team for project discovery
Client workshops to create design principles and sketch ideal customer journeys
Synthesized findings from analysis of international content patterns
Created profiles with data and insights from internal and client team research
Pencils before pixels
After project kickoff and discovery, I facilitated ideation and sketching sessions to explore directions quickly and riff with others. These sketches depict different information architecture concepts, navigation approaches, international entry points, page content hierarchy, 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.
Information hierarchies 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.
Fund summary cards for quick analysis
Intermediate analysis previews
Fund product page
Validating and bringing it all together
I 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, worked with another team member pulled the designs together into a prototype, and together we conducted user testing with our researcher on wireframes, and later high fidelity designs —our hypotheses were validated, and made minor adjustments based upon research insights.
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