WealthyPlanet’s website struggled to connect with its core audience—middle-aged parents aiming to secure their financial future. Users found the platform confusing, lacked trust in its tools, and were overwhelmed by financial jargon, which hindered engagement.
I led the end-to-end redesign of the website, creating a user-friendly, intuitive platform. After the redesign, users reported higher confidence in navigating their financial planning journey, leading to increased sign-ups and greater trust in WealthyPlanet's services.
Role
UX and UI Designer,
Worked with developers and leadership.
Timeline
September - December 2024
Tasks
Product design, Usability testing, Storytelling, User research, XF collaboration
Tools
Figma, Figjam
The Problem
WealthyPlanet's website needed a redesign to resonate with its core audience —middle-aged adults with young children who prioritize securing their retirement. The existing website lacked clarity, engaging content, and essential functionality, such as interactive financial tools and user-friendly navigation. This made it challenging for users to trust the platform, explore its offerings, and engage with its financial planning tools effectively.
My Role
As the lead product designer, I was responsible for the end-to-end design process, including user research, wireframing, prototyping, and collaborating with developers for implementation.
The Goal
To create a user-centric, intuitive website that helps families easily navigate their financial planning journey, instilling confidence and trust in WealthyPlanet's services.
Research & Understanding the Users
To ensure the redesign was user-focused, I identified a core persona that represented the target audience:
Process
- ∙ Analyzed market research provided by WealthyPlanet, which detailed Canadians' top financial worries, including retirement savings, debt management, and education costs.
- ∙ Mapped out the end-to-end user journey, identifying friction points such as overwhelming interfaces, confusing terminology, and unclear next steps on previous website.
- ∙ Conducted competitive analysis to understand industry best practices and how competitors address similar user needs.
Insights
- ∙ Canadians often feel stressed and unprepared for financial planning, with many struggling to prioritize their goals. For employers, employee retention is a big challenge due to worries of job instability or low pay.
- ∙ Simplified language and tools were critical to reducing intimidation and building user trust.
- ∙ Users valued visual and interactive tools over text-heavy explanations to better understand their financial progress and options.
The Challenge
How might we design a website that simplifies financial planning and builds trust with middle-aged parents seeking financial security for their family’s future?
Design Process
Ideation
Initial thoughts on how to design the landing page, experimenting with color, type, light/dark mode, low and medium fidelity prototypes
Looking into competitor sites, viewing examples of other landing pages I thought had good design
Initial Journey map for the user going through the landing page
Usability Testing
Based on some medium fidelity prototypes, I conducted usability testing among 7 stakeholders to better understand what I can improve on my designs.
Key Feedback from Stakeholders
Knowing how the steps work should be expanded out, embedding chatbot onto the site
Matching the brand colors and colors of the app - needed to create and implement a design system.
Using language to convey information to B2B2C stakeholders.
Final Design
Here is a snippet of some design highlights from the landing page.
Key Design Changes
Human centered design. Ensured all elements of the website was accessible, used simple language and was easy to navigate.
Established a robust and scalable design system, and ensured the website redesign was consistent with existing design of the app.
Addition of more pages, such as About, Contact, Product and more.
Collaboration and Implementation
Stakeholders
Worked closely with leadership to ensure alignment with brand identity and user needs.Developers
Partnered with 8 developers to implement a responsive design using modern web technologies.Launch
Conducted a smooth handoff by providing detailed documentation and assets.Results
Engagement
Increased user sign-ups by 270% in the first month post-launch.Trust
Received positive feedback on usability and approachability in follow-up surveys.Retention
Users reported spending 20% more time on the website due to engaging tools and visuals.Conclusion and Learnings
Re-designing WealthyPlanet’s website was more than a design project—it was about creating a tool that empowers families to take control of their financial future. By focusing on the needs of Sarah and others like her, the redesign fostered trust, engagement, and meaningful action, ultimately bringing WealthyPlanet closer to its mission of helping families achieve financial wellness.
Empathy Drives Design Decisions
Understanding Sarah’s frustrations with financial jargon and her need for clarity highlighted the importance of designing for empathy. It taught me that truly user-centric designs start with a deep understanding of the user’s daily struggles and motivations.
The Power of Visual Storytelling
Warm colors, friendly images, and relatable copy reduced users' intimidation, showing me how design aesthetics and tone can significantly influence user trust and comfort.
User Feedback as a Compass
Usability testing revealed insights that weren't initially obvious, such as the strong preference for a step-by-step guide and a financial tracker. Iterative testing reinforced the need to remain agile and responsive to user feedback.
WealthyPlanet’s website struggled to connect with its core audience—middle-aged parents aiming to secure their financial future. Users found the platform confusing, lacked trust in its tools, and were overwhelmed by financial jargon, which hindered engagement.
I led the end-to-end redesign of the website, creating a user-friendly, intuitive platform. After the redesign, users reported higher confidence in navigating their financial planning journey, leading to increased sign-ups and greater trust in WealthyPlanet's services.
Role
UX and UI Designer,
Worked with developers and leadership.
Timeline
September - December 2024
Tasks
Product design, Usability testing, Storytelling, User research, XF collaboration
Tools
Figma, Figjam
The Problem
WealthyPlanet's website needed a redesign to resonate with its core audience —middle-aged adults with young children who prioritize securing their retirement. The existing website lacked clarity, engaging content, and essential functionality, such as interactive financial tools and user-friendly navigation. This made it challenging for users to trust the platform, explore its offerings, and engage with its financial planning tools effectively.
My Role
As the lead product designer, I was responsible for the end-to-end design process, including user research, wireframing, prototyping, and collaborating with developers for implementation.
The Goal
To create a user-centric, intuitive website that helps families easily navigate their financial planning journey, instilling confidence and trust in WealthyPlanet's services.
Research & Understanding the Users
To ensure the redesign was user-focused, I identified a core persona that represented the target audience:
Process
- ∙ Analyzed market research provided by WealthyPlanet, which detailed Canadians' top financial worries, including retirement savings, debt management, and education costs.
- ∙ Mapped out the end-to-end user journey, identifying friction points such as overwhelming interfaces, confusing terminology, and unclear next steps on previous website.
- ∙ Conducted competitive analysis to understand industry best practices and how competitors address similar user needs.
Insights
- ∙ Canadians often feel stressed and unprepared for financial planning, with many struggling to prioritize their goals. For employers, employee retention is a big challenge due to worries of job instability or low pay.
- ∙ Simplified language and tools were critical to reducing intimidation and building user trust.
- ∙ Users valued visual and interactive tools over text-heavy explanations to better understand their financial progress and options.
The Challenge
How might we design a website that simplifies financial planning and builds trust with middle-aged parents seeking financial security for their family’s future?
Design Process
Ideation
Initial thoughts on how to design the landing page, experimenting with color, type, light/dark mode, low and medium fidelity prototypes
Looking into competitor sites, viewing examples of other landing pages I thought had good design
Initial Journey map for the user going through the landing page
Usability Testing
Based on some medium fidelity prototypes, I conducted usability testing among 7 stakeholders to better understand what I can improve on my designs.
Key Feedback from Stakeholders
Knowing how the steps work should be expanded out, embedding chatbot onto the site
Matching the brand colors and colors of the app - needed to create and implement a design system.
Using language to convey information to B2B2C stakeholders.
Final Design
Here is a snippet of some design highlights from the landing page.
Key Design Changes
Human centered design. Ensured all elements of the website was accessible, used simple language and was easy to navigate.
Established a robust and scalable design system, and ensured the website redesign was consistent with existing design of the app.
Addition of more pages, such as About, Contact, Product and more.
Collaboration and Implementation
Stakeholders
Worked closely with leadership to ensure alignment with brand identity and user needs.Developers
Partnered with 8 developers to implement a responsive design using modern web technologies.Launch
Conducted a smooth handoff by providing detailed documentation and assets.Results
Engagement
Increased user sign-ups by 270% in the first month post-launch.Trust
Received positive feedback on usability and approachability in follow-up surveys.Retention
Users reported spending 20% more time on the website due to engaging tools and visuals.Conclusion and Learnings
Re-designing WealthyPlanet’s website was more than a design project—it was about creating a tool that empowers families to take control of their financial future. By focusing on the needs of Sarah and others like her, the redesign fostered trust, engagement, and meaningful action, ultimately bringing WealthyPlanet closer to its mission of helping families achieve financial wellness.
Empathy Drives Design Decisions
Understanding Sarah’s frustrations with financial jargon and her need for clarity highlighted the importance of designing for empathy. It taught me that truly user-centric designs start with a deep understanding of the user’s daily struggles and motivations.
The Power of Visual Storytelling
Warm colors, friendly images, and relatable copy reduced users' intimidation, showing me how design aesthetics and tone can significantly influence user trust and comfort.
User Feedback as a Compass
Usability testing revealed insights that weren't initially obvious, such as the strong preference for a step-by-step guide and a financial tracker. Iterative testing reinforced the need to remain agile and responsive to user feedback.