I began by gathering as much information possible. Doing research and completing a content audit to understand the current user flow and how that aligned with the business objectives.
Activities done to help solve problem:
User Research, Personas, Content Audit
Helped with finding pages with similar content. This helped reduce the amount of pages which also reduced the amount of clicks to achieve certain tasks. This also revealed that critical information that users were expecting was also missing.
The menu’s and sub categories were now aligned in a way that makes more sense.
I created user flows to reduce the amount of clicks involved during the signup process, which demonstrated the steps taken for the user to achieve the main objective, buying metals.
Since the app had changed so much based on research and user testings. The wireframing process helped me to guide how the new user interface was going to work.
Create a stronger and modern Brand Identity.
We needed an entirely new brand identity which would align with the rest of the Anthem Vault product. For this I created a global brand guideline which sets the stage for the company's expansion from consumer/retail into B2B/institutional.
Design the web pages
With the new brand guideline I was now ready to start designing the landing pages and use a modern web 2.0 feel.
Design App’s Dashboard
I was able to create the full high fidelity prototype. This was then presented to the company’s product manager and team members for more internal testings to help guide and find areas which needed improvements.
Created user friendly illustrations to help better communicate concepts.