WEB DESIGN
USER EXPERIENCE
Mail Metro Media
UX/UI design
1 month
With the economy on the brink of bankruptcy from the effects of the global pandemic and lockdowns never seen before people are seeking advice on how to protect and grow their retirement money and investments.
Saint James’s Place saw this as an opportunity to target Daily Mail readers with free financial advice with the objective of turning them into customers.
We start our web design projects by trying to understand our client's problem.
People are unsure about the future and how to protect their retirement money from the economic problems of inflation.
‘How might St. James's Place provide free investment services to Daily Mail readers with the intention of turning them into fee paying customers.’
The purpose of the landing page is to encourage users to:
‘St. Jame's Place aimed at 8,000 to 10,000 requests for free guides with 600 meetings with financial advisors were provided as measurable targets.’
Design a single web page with two forms to allow users to request a free 16 page financial guide and to book a meeting with a financial adviser.
Responsive web page.
Website design optimised for mobile.
Section for video.
2 forms to capture user details.
Customer testimonials.
Information about the benefits of having a financial adviser.
FAQs to answer customer questions.
Highly visible calls to action.
Find out more about our web design process
With the primary audience defined as established investors and maturing families aged 55-75 we now considered user stories to determine what tasks people might want to accomplish when visiting the landing page.
User stories help to understand user needs, pain points, emotions and opportunities and how best to respond to them as website design features.
Example user stories:
From user stories we were able to summarise the needs of the user and the tasks they will need to perform:
Needs of the user from user stories
We are also aware of the cognitive emotions that users need to feel when visiting the web page and the web page design should reflect these:
Cognitive emotions
Seeking advice could bring peace of mind and financial happiness in a world of uncertainty and chaos.
For users to experience the cognitive emotions already listed the primary message would concentrate on Saint James’s Place’s unique value proposition as a trusted, valued and reputable company.
The supporting message highlights other benefits such as:
When starting the project’s visual design we look at the client’s brand.
After the brand visuals were determined we moved onto wireframe and mockup design.
Wireframes focus on:
Find out more about our web design process
The sum total of all the work up to this point. Mockups bring layout, typography and colours together whilst communicating the brand to the user.
The purpose of the landing page is to encourage users to request a financial guide.
Callouts (1 - 5):
1
Impactful hero image promotes message of confidence and financial freedom. Supporting title and lead text appeals to the users’ fears and needs and encourages them to read on and watch the video.
2
Tabs are above the fold and display the corresponding form content depending on whether the user is 1) Requesting a guide and/or 2) Booking a financial review. The icons reinforce the button text and provide a visual cue.
3
Text fields are clearly labelled for ease of completion and usability.
4
As the user completes the form they are reminded about SJP’s value proposition and about how happy their customers are with their services. Social proof engenders trust and empowers users to complete the form.
5
Supporting message highlights benefits and encourages a meeting with an adviser (Secondary goal). Icons branded and used as visual cues to support copy.
Callouts (6 - 9):
6
Reinforces trust and credibility of SJP.
7
Answers questions user may have before filling out forms at top of page.
8
Link to a customer success story on client’s website. I’m not a fan of this because the link takes the user away from the main objective which is to fill out the form.
9
Buttons take the user back to the top of the page and form entry. By this time it is hoped the user should be experiencing the cognitive emotions discussed earlier and will want to find out more about SJP.
The goal of sending 8,500 guides to was reached with 450 meetings with financial advisers.
The web page largely succeeded by demonstrating how St. James’s Place could help users achieve their long-term financial goals through a bespoke personal service.
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