Website Re-design
CMC Markets is a global digital trading and investing platform with an annual revenue exceeding $600 million. However, their current Australian website presents challenges: complex navigation, overwhelming information, and a lack of differentiation between brands and product offerings. While it effectively served existing clients, its potential to educate and engage diverse traders remained untapped.
In the realm of trading, clarity is the compass. We embarked on a journey to revamp the website, proposing an information architecture based on Google Analytics, conducting competitive analysis, and usability testing. The work delivered high-fidelity designs focusing on content hierarchy, consistency, and branding alignment, creating seamless experiences for new and existing users.
As core member of the 4 person project team my responsibilities included assisting in Information architecture workshops and review, existing website audit and redesign of new website based on research findings.
Mobile first approach,
Desktop
Fianance Website Re-
design IA
2022
The current CMC website experience suffers from several key issues:
Our journey to transformation involved several key stages:
Undertaking a information architecture reform demanded meticulous analysis and a deep understanding of page content, user journeys coupled with the need to navigate differing stakeholder opinions. This conquered by IA audits, sitemaps creations, external workshops.
Finance is complicated, concepts are hard to grasp, and uses highly specific vocabulary coupled with business marketing terminology and offerings, our challenge was to make all content valuable and easy to understand for all personas.
Lowering friction points, simplifying key journeys by redesigning IA for intuitive navigation
Breakdown
the overview? keep reading!
In order to comprehend the user experience challenges, we conducted IA workshops, did thorough website audits and competitive analysis with other competing brands. During this process, navigation emerged as a primary concern, prompting our team to delve deeper into enhancing the overall user journey.
CMC wanted the website to be beneficial and helpful for both experience traders but also a website to assist the learning of new traders.
This approach was shaped by a comprehensive review of Google Analytics data, where we analysed click-through rates of pages on the current site. Additionally, we conducted IA workshops to understand emerging business needs and held multiple IA review sessions, refining our approach through each feedback session.
Below is a snippet of the finalised IA sitemap after multiple review sessions and usability testing on users.
We conducted usability tests with participants embodying all three personas. Despite receiving predominantly positive feedback, valuable insights were shared, emphasising the importance of refining navigation, enhancing UI elements for clearer differentiation, and improving the clarity of terminology and feature distinctions.
The prototype mirrors authentic site interactions. We prototyped hamburger navigation, table interactions and refined copy for improved clarity.
In revolutionising the navigation, redesigning and conducting usability tests on 20 selected pages, we've established a gold standard, shaping the future of user experience across the entire CMC website.