Guidant Financial Site Redesign
Redesign and improve performance and pipeline, working with marketing to perform a content overhaul and increase focus on signups for client services.
CLIENT
Guidant Financial
ROLE
Wireframing
Prototyping
User Interface
Development
Visual Design
Process
Training and documentation
TOOLS
Illustrator
Photoshop
Wordpress
HTML / CSS / jQuery
KEY RESULTS
Reduced lead time to customer connections by over 80%
Further releases planned to increase speed, reduce order fulfillment times
OVERVIEW
Since 2003, Guidant Financial helps clients use their retirement funds to realize their dreams of small business ownership. Guidant's staff is made up of experts who help people finance small businesses and franchises through a full suite of funding solutions, which include SBA loans; unsecured loans; portfolio loans; and equipment leasing, plus 401(k) business financing (also known as Rollovers for Business Start-ups or ROBS).
CHALLENGE & GOALS
The website, GuidantFinancial.com, required a performant redesign aligned with a significant content overhaul, and increased focus on signups to Guidant Financial's client services. The look and feel would need to align both to an audience near or at retirement age, and to sites in the financial sphere.
The original Guidant Financial site before the redesign.
REQUIREMENTS & METRICS
Working closely with the Guidant Financial marketing and development teams, key features and technological needs for the site were identified:
- Reduce overall site load times
- Prominent focus on signups and calls-to-action to drive engagement
- A case study library
- A robust learning center to help users learn more about client services and surface key blog content
- Ease-of-use for site updates
After identifying site requirements, initial wireframes were developed for the homepage while subpage content was determined.
Selected homepage wireframes.
PALETTE AND TYPOGRAPHY
From provided content, the homepage was approached with several palette combinations, photography and typography treatments to extend and evolve the brand.
Selected initial palette, photography and typography explorations.
Honed initial palette, photography and typography explorations.
APPROVED COMPOSITES
Approved composites were moved into development in Wordpress.
Near-final selected pages, with approval for initial buildout.
DEVELOPMENT AND MIGRATION
The initial release of the app has been successful and has reduced lead time to customer connections by over 80%. Further iterative releases are planned to increase speed and optimization and reduce order fulfillment times.
RESULT
The site launched and received favorable reviews, and has received a steady increase in traffic since launch. Increased site speed has reduced falloff. Additional site metrics were installed to iterate and hone user journeys.
Selected Works
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