😀 Intro
To increase the number of customers viewing our investment advisors, we needed to redesign the homepage and overall style of the Central Investment Advisors website. The results from our user study found that the current homepage looks dated, and it did not convince users of the benefits of the company because of a lack of information. The redesign addresses the issues gleaned from the user study and modernizes the imagery, color, and adds more information. Here I have shown the top 2 options I presented. The first is the final design going into production.
🤝 Role
User Researcher
UI Designer
🛠️ Tools
Adobe XD
Miro
📝 Addressing the Problem
Problems with the previous design from the study:
- The general design is outdated, not unique, or not personalized.
- Using a modern color scheme
- Using more modern imagery
- There should be more information to explore before asking users to find an advisor. Users felt they understand what the company does, but have no other information before being prompted to find an advisor.
- I am giving users information about how to choose an advisor and the steps to get started which will lead the user further toward being persuaded.
- Missing specific information to help users decide on the company. There's nothing selling them.
- Adding the "What we offer you", "online platform" "video", and "How to get started" sections will help persuade users by giving them more info and understanding of the product.
- Several users requested videos to help them understand more of what the business can do for them.
- Created a section for a video. This will add a more personal touch, where users can see real people talking about the product.
🎯 Business Goals
- Increase the number of contacts/interactions with our lenders
- Modernize the website
💻 Process
- Usability test and affinity diagram
- Competitor analysis
- Wireframe
- Prototype
- Test again - TBD
