Project Overview
The company's website serves three user groups: advisors, institutions, and individuals. The institutional site, already redesigned but smaller in scope than the advisor site, provided a foundation for the advisor content. The goal was to build on the institutional redesign by leveraging existing components while being mindful of the number of new components proposed.
Functionality and Features
Usability and Visual Design
Performance and Efficiency
Functionality and Features
Core Features: The redesign transitioned from a two-column layout to a full-width column, optimizing the hierarchy of information on each page. I strategically reallocated call-to-actions from the right-hand column to the new single-column layout.
Interactive Elements: Enhanced site accessibility and link integration by converting the site to a single-page application. This change allows product owners to easily contribute and update content while improving loading times.
Enhancements: Based on user feedback and content needs, I refined various components. For example, I improved the "advisor latest insights" page by moving filtering to filter chips and simplifying article cards by removing extraneous details such as author, read time, and topic tags.
Usability and Visual Design
Navigation: I improved navigation by adding breadcrumbs to child pages, which enhanced user movement within sections and provided clearer direction between them.
Design Consistency: I introduced alternating banded sections to increase page scannability, standardized section headers to uniform h2 designations, and enhanced data visualization for a clear presentation of the company’s offerings.
Brand Alignment: I maintained design consistency with the company’s system, ensuring uniformity in color palette, typefaces, button styles, and headings.
Performance and Efficiency
Loading Times: I tackled lengthy load times on the fund literature page by implementing a tabbed navigation system, which reduced load times from 12-15 seconds to 4-7 seconds.
Resource Management: I transitioned content management to Bloomreach, facilitating quicker updates and allowing the design team to create ready-to-use components. This shift reduced the workload for designers, developers, and product owners and enabled a greater focus on enhancements.