Fundx

Overview

FundX funds provide a simple way to manage your financial investment. However, their website did not communicate that simplicity. Their need for a redesign was to visually engage the user with their data and unify the branding between their three websites.

My Role

The Problem

Informing clients and potential clients on investment activities and related articles can be challenging when users are not visually engaged in the information reported.

Challenge

Goals

High Level Goals
Fundx homepage

Discovery

Run the numbers

We started with a questionnaire to understanding Fundx’s goals for the project. We identified the stakeholders, team members working on the project, and the final decision-maker. With the FundX team, we went over their background and their company goals for the website.

What are your assets?

Coming into the kick-off meeting, I always like to have prepared content inventory and analysis at a high level, which helps me assess the website’s quality and quantity. Plus, it is a quick way to identify content problems and present quick solutions.
For example, FundX had secondary and primary pages with low traffic and a high bounce rate. Through the continent inventory paired with google analytics data, I identified that the low traffic pages’ content was not updated, causing people to leave the page or site, which hurts its SEO. The information from the audit and inventory will help map out the budget and project’s scope. 

Define

First UX Workshop

For this project, I created one to two-hour workshops of various UX exercises with the FundX team of three to four people.
Our first workshop reviewed the content inventory and audit again, focusing on the content in detail, updating, adding, or removing the content.

Content Inventory

Fundx Content Inventory
In the second half of the workshop, we created personas to identify their target audience, needs, and goals. It took some time to build these personas with the FundX team and identify each persona and their goals and frustration, but we created five personas and narrowed it down to three target personas.

Personas

What is their journey?

Journey Mapping
Journey Mapping

Challenge

The personas were a little challenging task for the FundX team because they had a broad idea of the users coming to their website but establishing each persona’s goals and need what a new experience.

Learned

Working on the personas with the FundX team was a learning experience because I had to figure out an effective way to communicate the importance of creating personas and its value in the other UX exercises.

Conclusion

Creating the personas was an excellent exercise for the FundX team. After that exercise, I feel that they left the meeting with empathy and an enlightened understanding of their users’ needs and goals.

Iterate & Create

Creating the structure of the design

After removing old or irrelevant pages from the Content Inventory in the discovery phase, uncovering user’s pain points, and problem-solving opportunities in the define phase, we created a revised simple site map layout that helped define our redesign scope and strategy.

Card Sorting

original Site Map

old site map

Re-structured site map

Validate

Are we going in the right direction?

The project was on a fixed budget, so we did user-testing within the company using the wireframes and the persona scenarios 

WireFrames

I am tab #1 content. Click edit button to change this text. One morning, when Gregor Samsa woke from troubled dreams, he found himself transformed in his bed into a horrible vermin.
I am tab #2 content. Click edit button to change this text. A collection of textile samples lay spread out on the table – Samsa was a travelling salesman.
I am tab #3 content. Click edit button to change this text. Drops of rain could be heard hitting the pane, which made him feel quite sad. How about if I sleep a little bit longer and forget all this nonsense.
I am tab #3 content. Click edit button to change this text. Drops of rain could be heard hitting the pane, which made him feel quite sad. How about if I sleep a little bit longer and forget all this nonsense.
Problem

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Solution

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Google Chrome Browser Dark
Problem

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.

Solution

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.

Google Chrome Browser Dark
Problem

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.

Solution

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.

Google Chrome Browser Dark
Problem

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.

Solution

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.

Google Chrome Browser Dark

Design

Wireframe solutions

Original Site Design

Wireframe solution