To the UK’s leading parent-friendly financial services company, the phasing-out of the Government’s Child Trust Fund and the introduction of the Junior ISA meant large-scale changes both internally and externally. Clearleft were approached to help guide the organisation’s digital presence through this change.
Beginning work in January 2011, the initial focus for our team was divided between stakeholder and customer research. Following an initial kick-off workshop, the Clearleft team conducted several days of research with internal stakeholders as well as contextual inquiry with a range of representative customers. Building empathy for the user base was key to the entire team developing a truly user-centered approach. The resulting personas were to become key to design decisions throughout the project’s lifecycle.
Research in hand, we then organised and facilitated a day-longcollaborative design workshop with all major stakeholders in attendance. The purpose of the workshop was two-fold. Firstly, to communicate the findings from our research. And secondly to engage the entire project team in a round of idea generation. By the end of the day the team had reached consensus on both the high level strategic goals for the project and also generated a broad range of solutions for tackling the problems at hand.
Following the research and discovery phase, our UX team began work on the new information architecture for the site. Coupled with an entirely new and refreshed visual concept the team were soon in a position to begin detailed design. Building on the new site structure, we used wireframes to focus on the more challenging aspects around communicating financial information in a clear, simple and jargon-free manner.
As the fundamentals of the structure matured, we began exploring the site’s visual language. Our visual concept focused on combining a clean and simple interface with a strong visual hierarchy, allowing users to process information in a methodical, easy-to-consume format.
True to our philosophy of building products that last, the front-end development component of the project was approached in a modular fashion. Rather than handing over ‘pages’, our team focused on delivering a library of adaptable components that allowed the in-house development team at Family Investments to not only integrate with their Content Management System but also create new pages without having to reinvent the wheel.