Brief

Note: This is a snapshot of the project. For more details, please schedule an interview.

Starlight uses its website as a marketing and branding tool to attract new investors. It also contains tools to 1. see information about funds performance and 2. view articles and insights from Starlight’s leadership and 3. investor education The client requested a branding refresh, citing that the site looked outdated, and asked make some general UX improvements to the site

Original design

Competitive set assessment

Benchmarking

Looking at competitors

I also looked at websites that were trending in the design world, or had won awards

Primary Research

Surveying customers on their behaviours using the site

1. Demographic questions

- How would you describe your investment profile? (Beginner, Intermediate, Experienced)

- What kind of investor are you? (RRSP & TSFA, Stocks & ETFs, Dividends)

2. Behaviour around web usage

- How often do you visit Starlight’s website? (Daily, weekly, monthly, rarely)

- What’s the main reason you visit the site? (Research funds/products, check index performance, read leadership insights/articles)

Persona

HMW

Wireframes

Early concepts

Refined concepts

Outcome, constraints

• - Redtape around branding and client communication
• - Some suggestions were more client-driven rather than backed by data

Recommendations

Analytics review: Use a tool like Google analytics or Hotjar to identify where users are clicking more, or clicking away

A/B testing with variations on different layouts