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Behavior-Driven Finance News UX Optimization
A Real Case Study
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OVERVIEW
This project focused on completely redesigning a financial news platform to enhance UX/UI and increase user engagement. Using Hotjar insights, we analyzed user behaviors to address pain points and create a more intuitive navigation. Collaborating closely with marketing, developers, content writers, and product managers, we delivered a streamlined interface tailored to investors, traders, and finance novices. The goal was to simplify access to financial information while boosting traffic and improving conversions.
ROLE
Product designer & Team lead
PROBLEM
The main challenge of the platform was its inability to retain user attention. Most users didn’t scroll beyond the first section of the homepage and spent very little time on the site overall. This lack of engagement hindered the platform’s ability to effectively deliver financial insights, impacting both user satisfaction and key metrics like traffic and conversions.
GOALS
The project aimed to boost user engagement, improve navigation, and enhance the overall experience. Using Hotjar insights the primary goals were to:
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Increase user engagement by improving the navigation and visual appeal of the platform.
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Enhance the conversion funnel by making key actions, such as signing up for premium services and newsletters, more accessible.
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Encourage users to explore the site further by creating an engaging and intuitive design that promotes scrolling and interaction.
Solution and Execution
To address the identified issues, we undertook a complete UX/UI redesign, focusing on improving navigation, increasing user engagement, and driving conversions. We structured our approach around four main pillars.
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User-Centered Design and Improved Accessibility
We redefined key elements of the site for smoother navigation. The search bar, a crucial element for users, was enlarged and made more prominent, ensuring easier access to information. The glossary was repositioned at the top of the page, allowing users to quickly access financial terms without having to search. These changes helped users navigate the site more efficiently and engage better with the content.
Before
Wireframe
New design
Dynamic Layout and Enhanced Visual Hierarchy
The homepage was entirely revamped to capture visitors' attention as soon as they landed. We used a design with two distinct grids: a large central grid for the main content and a smaller grid to the right for secondary elements. This overlapping content approach created a dynamic effect, encouraging users to scroll and explore more deeply. The goal was to keep users engaged by offering rich, ever-evolving content on every visit.
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Reworked Navigation Menu and Fluid Categories
The navigation menu was completely rethought to provide a clearer, more structured experience. We simplified navigation by offering well-defined categories, each leading to specific sub-sections (e.g. financial news, market trends, industry analysis). This system made it easier for users to quickly find relevant content, while also providing an overview of popular articles, analyses, and financial reports. The menu was designed to keep users immersed in the content, with direct links to key sections.
Before
New design
Optimized Calls to Action and Conversions
To drive conversions, we strategically placed visible calls to action throughout the site. Premium sign-up buttons and newsletter subscription links were added in key locations, particularly in the sidebar and at the bottom of articles. This placement allowed us to capture users' attention without being intrusive, encouraging deeper engagement with the platform as they navigated. Sign-up areas were also seamlessly integrated into the user journey, making the subscription process easier.
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Conclusion
This UX/UI redesign not only improved the website's navigation and accessibility but also boosted user engagement. By offering a more intuitive interface, better-organized content, and visible calls to action, we significantly enhanced the user experience. As a result, the site saw an increase in user time spent on the platform and a higher conversion rate, fulfilling the initial goals of the marketing team.
