Agency/ Client: BYND/ Undisclosed Project: SpreadBetting Website & Account
Date: December 2018
Skills: Competitor and heuristic site review, stakeholder and customer interviews, customer usability testing, user journeys, process flow, sitemap, page description diagram, sketching, wireframes, Figma prototype
Project Overview: The re-design of a marketing website and customer account section, following a re-brand for a Spread Betting company. The project had very tight deadlines, and included, within a two month period, research, UX review and competitor analysis, IA, primary category page design, template and component design.
Challenges: Designing pages - the narrative, hierarchy, template and components - without content or an idea of content strategy, as well as working with legacy technology, and an undocumented API, not previously used by the client’s developers.
Goals: Re-design the marketing website, with a focus shift from expert spread betters switching from other providers, to attracting novice users who would be open to learning the skills of betting on the stock markets.
Process: I began by trying to understand a very complex and niche product, conducted a UX expert review and competitor analysis, wrote a short survey, and conducted customer & stakeholder interviews. I created very simple pen portraits, based on potential customers’ experience with the product and wider subject area, and basic User Journeys for each one. I looked at the existing taxonomy/ Information architecture, and created a brand new IA framework (without an official content strategy) and sitemap. This was to be able to develop a page by page narrative to inform the content hierarchy, based on explaining the concept of Spread Betting to each persona, expanding this to include supporting pages, such as “About us”. I then looked at existing content, with a gap analysis, and began a Page Description Diagram to aid the copywriter in writing content to fill out and refine each of the main landing pages.
I then re-designed the sign up process to eliminate any unnecessary steps, and allow users to very quickly sign up for a simple account type. This meant a wider audience could be served premium, and more relevant, content to increase their knowledge of SpreadBetting, before committing to the full live account opening process. Users were always offered a primary and secondary action at each step, and could then choose to enter the full live journey, with prior knowledge of what would be required.
I also looked at the account dashboard layout, as well as basic templates and components that could be re-used across the site.









