INVESTING FOR THE INEXPERIENCED
tZero Advisors matches customers with true stock investments that fit their goals with just one low flat fee. Their service comes from using time-tested investment factors and utilizes a dynamic weighting approach which enhances their model’s effectiveness along with continuous adjustments for changing market conditions. They use technology to bring intelligent and affordable investing to everyone.
THE CHALLENGE
The challenge was to revitalize their website and their brand to target a broader and younger audience. Big changes were needed in their lengthy onboarding process, the overall usability of their website interface, and ultimately the website’s narrative that communicates who they are, what they do, and what benefits customers can expect from them.
Project Kick-off and Demo
PROJECT KICK-OFF AND DEMO
The client gave a demo of the current design of their product and the team lead discussions on goals and ideas to understand more about why the client wants their product reviewed.
Diving Deep
A big part of the redesign is about diving as deep as we could in the application and understand the business as the project budget allowed.
Conducting a Mini Heuristic
We conducted a mini-heuristic of the site to present what we think should be done and align ourselves to your goals as a company. This has helped us get a clearer picture of what had to be done.
Mapping the User’s Journey
We created a visual of a user’s typical journey from discovering the service up until the conversion steps. This helped us find opportunities to improve the experience.
Heavy Ideation
As we began to understand more about the product and the users, and the problem at hand, a ton of ideation work was done to try and find solutions for the project.
Information Architecture
As ideations got more and more concrete, we reviewed these together and formed a more formal visual of the new flows and structures we were going to make.
Content theme flows
The structures touched on not just the interaction, but also content flows, and over-all content themes. These were essential in our goal to remake the narrative.
Sketching
The easiest way for us to communicate ideas to clients is create rapid sketches of ideas.
Wireframes and clickable prototype
The biggest bulk of our design work was dedicated to the development of the wireframes. These were essential for us to get the content and the experience right, before introducing style and branding into the mix.
Developing Copy
We’ve also developed copy for our new narrative.
Illustrations
Multiple illustrations were created to supplement the new narrative and also to give tZERO Advisors a more unique visual style.
PROJECT HIGHLIGHTS
Here are some highlights from the project.
New Narrative
One of the biggest changes we introduced with improving the experience is the overall site narrative. This change helps us prepare the user for what’s to come when they finally decide to go through with the onboarding.
Helping the Users Make Decisions
Another big change is surfacing more information to help the users make decisions. The more we present them, the more they are equipped and confident in engaging with your service.
Value Per Action
We also improved the experience by giving value to each action the user is doing. From big changes like having big rewards for doing chunks of a form, to small rewards like interface changes and visual states to create an experience that makes the user feel more accomplished as they progress through the site.
Keeping the User in the App
We’ve also revised the onboarding process to ensure that the user stays in the application. Going outside of the application make tZERO lose their connection with their potential client and potentially abandoning the sign up process, this new flow makes sure the client finishes all the requirements to ensure conversion.
The Subtle Link to Overstock
Finally, a big idea that we’ve created was to incorporate Overstock.com (tZERO’s sister company) in a very subtle way, in the background, without calling out to it. We maintained the security and familiarity of the Overstock site, and transferred it to the new experience of tZERO Advisors.
HAND OFF
80+ Clickable Wireframes
Wireframes were handed off in InVision with tour points and notes for important information we need to relay per screen.
40 Visually Designed Screens
These screens will also be submitted through InVision for viewing and for special notes, but will also be exported to Zeplin for development information.
100+ Custom Components
All designs have been broken down into section-based components and elements for generating B2B versions of the site. These components are stripped down to their bare essentials and are customizable and swappable as needed.
Style and Interaction Guides
A simple style guide for future reference and some interaction guides for specific states will be included in the hand-off to provide more information for development
InVision Tour Points
We are including more information on our InVision projects to help developers understand the interactions needed throughout the screens.
Sketch Handoff
Styles, color pallets, symbols, layout configurations, and organized layer systems have been insured for easy hand-off to other designers who will be working with the file.
Zeplin
We’ll export all visual design key screens to Zeplin so you can access all the necessary information needed to build the screens to spec.
Other Documents
Other documentation such as Project Updates, copy decks, copy guides, Information Architecture docs, etc will be submitted along with all the other assets.
Future Recommendations
We ended with strong recommendations about possible directions the client can take for the future.
