A quick observation of Charles Schwab's competitor's websites revealed that competitors are providing experiences that are not based on modern web best practices. Bringing fresh perspectives from a few non-finance related inspiration sites helped lay the foundation for our design which focused on clarity & simplicity, as well as, storytelling & education.
Financial Advisors need to be served various content types on the CSIM website. To solve this challenge, I needed to strike a balance not only between delivering access to Charles Schwab's products quickly and efficiently but to also provide just enough space on each page for key insights displayed within the interface.
With the new redesign, I have created the space with a simple hero banner to drive marketing strategy and brand positioning throughout the user journey. Combined with the product feature module, users can easily educate themselves on Charles Schwab's industry leading product offerings.
The information architecture restructures assured each product family earned its own page within the CSIM website. The creation of product family pages, as opposed to sending users directly to a product search, allows Financial Advisors to discover why they should choose Charles Schwab products, ultimately making it an easier sell for Financial Advisors to clients.
The previous CSIM website contained lots of valuable research articles that Financial Advisors need to deliver informed recommendations to their clients, but due to the current site design, accessing it was extremely difficult. The new design incorporates design cues from news sites like Flipboard and Washington Post to present what is now PDF articles, in a more natural reading format of HTML article pages.
Iterating on key design modules and wireframe layouts helped inform me on how users will interact with the content. I intentionally implemented long form scroll. I incorporated navigational elements to help orient users, giving the user a sense of ease when viewing a large quantity of information.