Client: FutureFunds
Client Overview: FutureFunds Financial Planning was founded in the early 2000s with a singular mission: to empower and guide young professionals in achieving financial success and security. Their company is committed to helping the next generation make informed financial decisions that will shape their future. Problem: After UserCentrix conducted user interviews on the initial wireframes, it was determined that the design did not meet the audience’s needs, nor did it meet the needs of the company. My Task: Redesign the landing page to appeal to young adults aspiring to save money for their futures.
This is the initial wireframe sketch from the novice designer. They had some good ideas, but the content was not organized in a way that made sense. First, above the fold, we should have a hero image/banner and a brief introduction to what the brand offers, followed by the brand’s mission statement. This way, users immediately understand the purpose and goals of the brand. Next should be the services that are offered, followed by the ROI calculator, scheduler, blog post cards, and lastly, testimonials.
We need to increase white space between elements and reduce the amount of information presented at one time. This will reduce cognitive load and reduce distractions.
We need to apply proper use of headers and subheaders so users will understand what they are looking at. For example, one user reported that they did not understand what the cards are for below the company introduction. These need to be clearly identified to prevent confusion.