We wanted to position the brand as a leader in the robo-adviser and SMSF space; we decided to utilise social proofing and persuasive copywriting to articulate the value of Six Park, and to convince users to try the product. Bio’s of the key Investment Advisory Board members and their credentials quickly drives home the expertise and experience behind the brand and investment decisions, while testimonials from real Six Park customers and logos of publications which have featured content on Six Park provide social proof and credibility.
Extensive collaboration between strategists and UX designers helped us understand and shape user flows from a range of different journeys; including detailed consideration of homepage impact and messaging, layout of content to lead users to key conversion actions, optimising copy, content and presentation of key messages, through to form optimisations.
Content and ease of understanding key, but sometimes complex, information was a key focus. Determining a progression through key messages, features and benefits resulted in tight copywriting, focus on key points, and a linear progression through key pages to encourage faster comprehension and completion of actions.
As users arrive on the Six Park site, they are prompted with a CTA to input their current annual income and age. At this stage, a user is still anonymous and no personal data other than their answer is stored. Following completion of this form, the user lands on the app.sixpark.com.au site, where a third party vendor hosts and manages the financial risk assessment process.