QUESTRADE
WEBSITE DESIGN - RESPONSIVE WEB
2018 - 2019
SUMMARY
Questrade is Canada’s first online trading platform that allows investor to buy and sell stocks, bonds, mutual funds and other investment products through its online platform.
PROBLEM + OPPORTUNITY
Problem
After effectively establishing the brand's strategic direction through communication, questrade.com saw a substantial increase in new traffic. However, a notable decline in conversion rates was also observed. Our challenge was to investigate the reasons behind the conversion decrease and revamp the marketing website to enhance persuasion and increase conversions.
Opportunity
This initiative focused on analyzing consumer behaviors and transforming the web property's design from industry-centric to customer-centric. It allowed for a complete reimagination of the aesthetics, messaging, and the chance to improve the effectiveness of the website in boosting lead generation and conversions.
SOLUTION
In order to engage, persuade, and convert our target audience effectively, conducting a thorough research initiative was crucial. This exercise helped to validate or rediscover audience mindsets and needs, discover unidentified segments, grasp customer journeys, and define the pivotal 'role of the web'.
Role of web
The main objective of the website was to cultivate confidence in taking action, shifting the focus from products to customers. Research indicated that the optimal customer experience involved implementing strategies to instill confidence in new investors as they start trading independently, while also offering easy access to expert guidance for those who require less assistance.
To nurture confidence in our customers to act
Human, Empathetic, Rationale, Integrity, Ease + Simplicity
Carried out during both the definition and design phases, focusing on the Information Architecture (IA).
To nurture confidence in our customers to act
UX DECISIONS
DESIGN
IMPACT
Conversion
Conversion increased by 42% in 2018
Search volume
Non-branded search volume increased by 8%
Qualified Leads
Qualified leads increased by 16%
2019 Bronze Effie
The website played a key role in securing the 2019 Bronze Effie Award in the Finance & Insurance category.
User Flows
Created three user flows for SDI New Customers, Managed New Customers, and SDI Experience Customers to identify opportunities for improving each user's journey and enhancing their overall experience.
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Content planning
To carefully gather and categorize all relevant information from the existing website, a content matrix was devised. This matrix allowed us to collaboratively reevaluate all existing content and identify any information gaps that were opportunities to enhance the role of web
Wireframes
The wireframes played a pivotal role in ensuring precision and gaining stakeholder buy-in regarding page and content strategy. They served as a crucial "measure twice, cut once" step in the fast-paced design process, allowing for careful planning and minimizing the need for rework.
APPENDIX
Information Architecture
The website featured a diverse array of content, including marketing pages, educational resources, and useful tools. Recognizing the importance of establishing a strong foundation for the website's structure, it was equally vital to embrace an iterative approach to seamlessly incorporate new content and contexts.
As a result, the Information Architecture (IA) presented a nuanced and evolving challenge that was continuously refined over the project's duration.