User experience design
We discovered the wants and needs three core user groups and mapped out their journeys. We learned which content was vital and what was nice to have. This process enabled us to develop a sitemap that’s easy to follow no matter the user or task.
Finding AFIC’s performance data is the single task shared by all. We placed it prominently in the primary navigation and displayed key stats on the homepage. We gave each audience a section that meets their needs, differentiated by colour.
The design revitalised the AFIC brand for a ‘barefoot’ audience. We emphasised existing brand elements like colour and typography for striking impact. We brought the idea of growth to life through the scrolling parallax effect – a rising chevron symbolising an upwards movement in knowledge and wealth.
The site is devoid of financial jargon to make the user journey pain free. Bold headings and succinct copy get to the point quickly. Once we instil users with the knowledge they need to invest, we help them get started.
Users can’t invest in AFIC directly. They must go through an online broker platform or stockbroker. We surfaced impartial broker information from the ASX website to streamline the journey from awareness to purchase.
We created operational efficiencies with a dynamic PDF generator, saving the AFIC team time on what was manual reporting. Data captured from the website can be added to a pre-designed template becoming an instant but editable report.