ETF Website Redesign
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Who Is ETF?
ETF is the world’s leading independent authority on exchange-traded funds. Their mission is to empower investors to build better portfolios. They do this by providing education, news, analysis and data analytics on ETFs. Their four main business lines are their website, data analytics tools, print magazines, and events.
My RoleI partnered with our Head of Growth and Development Team to redesign the website from the ground up. I oversaw all aspects of design from brainstorming wireframes, developing the visual design, providing design specs to development, through website launch.
• Professional advisors and strategists that are ETF veterans
• Retail investors & advisors new to ETFs
• Institutional investors
The original ETF website was designed as a source for news and analysis of exchange-traded funds. However, over time the business grew to include a data analytics product, an events business, and a print magazine. Each one of these new businesses lived within its own micro-site making it difficult for users to discover content, and complicated for ETF to promote content site wide. The visual design had also become dated and the site was not mobile friendly.
The main goal of the website redesign was to focus on content integration across all of the business lines (website news & analysis, data analytics tools, print magazines, and events). We wanted to improve content discovery, while also increasing impressions, event attendance, and magazine subscriptions. In addition, we wanted to update the visual design, improve readability, and create a mobile friendly website.
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