Client

Industry

Finance | B2C

Services

Product Design

Visual Design

Platform

Web App

My Role

Product Designer (UI/UX)

Timeline

Jan - Oct 2022

Overview

Morningstar Australia provides investment research and ratings for stocks, funds, ETFs & LICs, news and tools for investors and financial professionals. Morningstar empowers Investors' success through their Analyst research by asking tough questions and providing Independent opinions.

In this project, we revamped the user experience and redesigned the UI, a milestone for the business to redesign the website since it launched in Australia.

My Role

I'm the UI/UX Designer for this project. I collaborated with the UX Designer, product managers and developers throughout this project.

Problems

Since the business launched in Australia, the main website has not been changed. Here are the key problems with the core experience.

1. Lack of Clarity: Users Struggle to Understand Morningstar's Value Proposition

Users find it difficult to grasp the core purpose and benefits of Morningstar's services, leading to confusion and hesitancy in utilizing the platform.
Many users are unaware of how Morningstar can help them with their financial goals, resulting in missed opportunities to make informed investment decisions.

2. Information Overload

Morningstar users frequently express feeling overwhelmed by the sheer volume of financial data and analytics available, causing frustration and disengagement.
The excessive amount of information can deter users from fully exploring the platform's offerings, prompting the need for a more user-friendly and digestible data presentation approach.

3. Valuable Pages Remain Unseen Due to Poor Accessibility & SEO

Certain sections of the website receive minimal page views, largely because they are buried deep within the site's structure and are not readily accessible through the main navigation.
The lack of visibility for these pages hampers their ability to reach their target audience, resulting in missed opportunities for engagement and conversion.

Defining the problem

'How might we redesign a better experience for users to make an informed investment decision to achieve their financial goals"

Goals

Business Goals

Strengthen the value proposition of core APAC financial products
We want to highlight our core APAC financial product offerings. We aim to empower investor success by providing accessible, high-quality research data, all while enhancing business discoverability and strengthening value proposition, ultimately benefiting the business's online presence and growth.

Optimizing the Home Page: A Gateway to Drive Leads, Engagement, and SEO
We want to drive traffic, engagement, and conversions, ultimately benefiting the business's online presence and growth. Develop a compelling user journey that encourages B2C trial and target B2B prospects through personalisation content and strategy through our website.

Communicate Morningstar's value proposition & brand personality
To give clearer messaging. Throughout the years, our products have scaled beyond professional Adviser services.

User Goals

Distinguishing User Experiences - Free vs. Paid
Unpaid/Free users should have a different experience, offering access exclusively to free content, limited tools, and curated editorial resources, ensuring a clear differentiation between free and paid/premium user experiences.

Enhancing the Website Experience for Seamless Navigation
Create a delightful and improved website experience, where users can effortlessly navigate and quickly access information and pages with ease, ensuring a user-friendly and efficient browsing journey.

The Process

Our journey began with a deep dive into the current user experience, gathering insights, and identifying pain points. We conducted stakeholder interviews and our users to uncover pain points and insights. This investigative phase allowed us to align business objectives with user needs by carefully mapping each user persona's path through the website, all while considering their unique success metrics.

We tracked page analytics to identify key performance indicators, including highly frequented pages and features, as well as areas exhibiting a high bounce rate. For this, we relied on tools such as Hotjar.

Here are some screenshots of our collaborative FigJam and early sketches of the home page.