Case Study: UX Audit

Brief

Analytics showed that while homepage traffic was high, user engagement was very low, with most users not browsing content or engaging in links out of frustration that it didn't speak immediately to their needs.

My strategic approach framed holistic user goals needed to simultaneously act upon with a homepage layout adjustment. The intent was to gracefully adjust homepage content to not alienate existing users, while also improving messaging and guidance so that users could learn more and engage with the firm's website in more depth.

Integrating an improvement on User Experience via brand messaging & value proposition, conversion, and way-finding allowed users to better instill interest in surfacing content and increased engagement by ~10%.

Client

Financial services firm with ~$1.6T in assets under management, 8M clients

Role

Creative Director (Sole UX contributor)

Location

St. Louis and Remote