I had worked on this site for some time so was pretty familiar with what individual components we'd need to build out. This was largely a visual design exercise so started at the full page level to first get alignment with stakeholders on overall design approach.

We wanted the site to be more modular for greater flexibility and efficiency in building out new pages and page content. Once final designs were approved, I worked closely with the engineers to determine how to best build out each module/component to provide both flexibility and consistency.

One key objective with the redesign was to call more attention to the financial advisors. For existing clients this meant presenting their advisor more prominently throughout the marketing site. Working with product owners we identified a number of pages where we could surface the users own advisors, along with various messages that helped to encourage the advisor/client relationship.

For new clients, we wanted to to better promote our advisors. To help support this we created a component that used geo location to pull photos (if available) of advisors near them as well as prominent calls to action to view additional advisors.

Another objective was to better promote our social channels. To help support this effort I added a section in the footer to prominently present our various channels, and added click to share quotes throughout the site.