USA Financial Exchange is one of the latest product offerings by Ada-based USA Financial. As a leader in software and other resources for Financial Advisors, Exchange is a software platform and investment platform giving investors unprecedented control over multiple investment vehicles in one account.

This project began with an in-depth competitive analysis and brand recommendations (mood board creation) to begin to flesh out the look and feel. Next interactive wireframes were developed to allow all stakeholders, and especially the project managers in the marketing department, an arena in which to see in the browser the essential elements and layout of each page. Next, design compositions were created using the initial discovery documents and refined wireframes as guides.

Finally, I worked to implement the site with a custom WordPress theme based on a Bootstrap-component template builder. Essential animations in the site are SVG graphics animated with JavaScript code, which I coded from scratch to make extremely light-weight, smoothly performing animations.

Overall the USA Financial Exchange website is a compelling mix of established internet technology, sharp, contemporary design, and the latest in SVG web graphics and JavaScript animation. I’m working on an article for my Medium channel about everything this project taught me about Scalable Vector Graphics. From their being purely XML-based to how easily they play with CSS, the learning I was able to do while building this site was a real highlight of the project.