Responsive Website for Learnvest Editorial

Problem to solve

  • Learnvest’s editorial site was not optimised for mobile which was affecting the rankings within search engine results.
  • Although statistics informed us on high volumes when articles were promoted via other channels, there was very low recirculation i.e. users often did not continue to read other content

Discovery and research

Started with an audit
Reviewed the type of articles and the tone of voice, as well as understand the target audience. I also research sites of our competitors or with similar content, and a comparative analysis of other editorial sites.
View PDF – Audit of LV Content

Existing design had a navigation which was not self-explanatory and three types of article pages which was resolved into one for consistency

Existing sitemap
Sitemap of the navigation and categories – tags were also used but not included in sitemap.

Proposed Strategy

Started with an overall goal for the editorial content site so that is tied to the company’s mission statement



Resolving the Information Architecture
Consolidated the categories to allow only 6 to reside in the primary navigation, and 4 other “hidden” categories which will be surfaced by leveraging the use of tags and modules within the site to help recirculate content of interest to the user. i.e. top articles, most popular and sorting by content type (e.g. video, quizzes and checklists)

Navigation items were informed by SEO research (by external company) and card sorting by the research team helped allocate which categories to promote.

Design Solution

Overview

Article and Video
Articles and videos were tackled first to ensure they were optimised for mobile to improve rankings within search engine results.

Main focus in the design of the article page was to improve the readability without distractions and reduce the paradox of choice for the user when deciding what content to view next.

Home and Category landing page
To resolve the discussions between stakeholders on the goal of the editorial site, two directions were created to decide what type of product we wanted to provide for our audience. Direction 1 is a knowledge base of all personal finance needs, where as direction 2 is a guided approach to introduce the Learnvest methodology to financial planning.

A combination of the two design directions were used for the home and category landing pages

Search results
Pages with a list of results had similar template for consistency e.g. search results, content with a specific tag, a special collection/topic, and content by contributor

Resources landing page
A page to review all the interactive media such as tools & calculators, quizzes, slideshows and checklists

Slideshows

Design for an Estate Planning Tool

Opportunity for predictive planning to create estate plans

Where the existing estate planning tools used by Financial Planners provide outputs for a client to review what could happen to their estate if they died today, data scientists within Learnvest were able to create an algorithm to predict what could happen if they died any time in the future.

By layering on the prediction of what year they’re likely to die, the estate plan can become more of a realistic outlook of how much the client’s beneficiaries can receive.

Existing

Current tool used by Financial Planners:

Output of the tool consisted of a flow chart and tables of data:

Prototype

Created by data scientists to validate the algorithm and calculations, the data provided was used to inform what functionality and outputs were available.

I separated the sections on different pages within the final design to prevent from overwhelming the user, as well as to create a step by step process for the Financial Planner to go through.

Sketches

Overall flow

Clickable prototype

Created a prototype to share with Advanced Financial Planners to observe and gather feedback on the design

Final Wireframes (after many iterations)

Landing page for returning users will have previous scenarios saved for quicker access:

Inputs for the distribution strategy with collapsible sections when they are irrelevant to the client:

Main output of the calculations is the summary of the client’s total estate. More details can be shown in a full screen modal:

Quick navigation at the top allows users to click between other scenarios, as well as the ability to compare the scenarios: