Streamlining the path to conversion for the leading broker
Web
UX Research & Web Design
The Context
Recently awarded the Best Multi-Asset Broker, ACY Securities focuses on helping investors gain more in-depth and comprehensive understanding of essential market trends.
The Opportunity
Research, strategise and design an all-new website that streamlines the user journey and optimises the path to client acquisition, through effective brand storytelling and elevated online presence.
The Process
Here are some of the most used methods in my discovery to design process to gain clear understanding of users’ motivation and behavior, in turn creating a tailored experience for the user and a valuable product.
Web Design
Usability Testing
Brand Elevation
Data Analysis
Design Workshops
Business Interviews
Key research insights
Taking the lean approach in research, which involved data analysis, business interviews and market research. We identified several key insights about our customers.
Show, don’t Tell
Investment is a great commitment. customers want to experience the products and services before deciding on opening accounts
Detailed Information
ACY’s current website are cluttered and contained outdated sections. These should be reviewed to match ACY’s high-end brand
Simplified Navigation
Users struggled to discover and navigate to key information that assists them in decision making, leading to the high drop off rate.
Reduced Cognitive load and improved scannability
The old website was plagued by high bounce rate and low average time on site. Upon auditing as well as speaking with stakeholders, it was clear that new content that is concise and useful, was needed to engage visitors and help them navigate the website.
We ensured the new content follows the following principal:
· Clear headings
· Concise and useful
· Bullet points or numbered lists
· Use graphics
· Less fancy marketing jargon
Delivering a connected omnichannel experience
ACY Securities is known for offering ultra-low-cost trading, rock-solid execution, technologically superior account management and premium market analysis.
The company needed to engage prospect clients through a broad range of platforms and avenues, for which I led various design projects to drive business goals.
Below is my UI showcase of notable projects for ACY Securities.
