Research, Analysis, Design

Agency: Frog Design
Role: Lead UI, Lead Visual Design

Advent, a leading financial software company, asked us to redesign their website based off of unmet user needs. The original website was old and clunky and confused most customers which led to a drop off of online conversion. We started out really trying to understand where the website fell short and where the biggest source of lost revenue came from. I led key stakeholder interviews & user interviews to identify primary shortfalls and what was driving those. We analyzed data to figure out how to capitalize upon those shortfalls and reach out to bring those people into the fold. After a competitive and comparative trend analysis I made a list of necessary improvements for their site's UI and visual design. This included values such as simplification of navigation, user goals being met and an incomplete messaging of the Advent voice. 

From our key stakeholder workshop we gleaned very important information. First off, what was the most important information on the homepage? What do they perceive as the navigation main themes and how do different categories of information fit and under which theme? Secondly, we had participants create their own hero task flows as well as feature and action prioritization. This had the effect of really honing in and visualizing top priorities of the group that were latent and underrepresented before. By coming out with clear conclusions from these workshops, the other IxD and I were able to clear the path for framework that was both beneficial to the user and the Subject Matter Experts.

In addition to UI reconnaissance, I was the lead Visual Designer, holding the torch for brand cohesiveness (newly minted from Landor), and building an inspiring platform for one of the largest financial software companies in the country, if not world. Their new brand gave design freedom with an sophisticated and edgy new look, while also new complexity in executing the strategy online. I started to tell the story of Advent through austerity and architectural stoicism with open compositions and strong lined photography, all the while injecting a youthful vitality with playful lines and daring color blocks. The design was a hit for the Advent team, especially the CMO, who was overjoyed and ecstatic about how we had hit the mark on her new unique and customer focused website.