mobile redesign for Novus Partners
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Overview
Novus Partners is a financial technology company that provides research and software to hedge funds and other financial allocators. While their product is primarily used on desktop, it was important for them to have a usable mobile site that was easy to navigate for both existing and potential clients.
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Because their software is used on desktop, they had poured a lot of effort into making a stunning desktop site. However, like many companies, they neglected to make the design of their mobile site as seamless as the desktop site. They realized the impact this had on their rankings and decided to implement a change.
PROJECT PROCESS & DETAILS
UX RESEARCH
The project began with learning about the users of the company's website and understanding their needs. While I was not able to conduct research with these users, I was able to review feedback that had been received by the client success team. I was also able to work closely with the product and marketing teams to gain insight into how users were using the website and product.
During this time, Google had recently updated the emphasis they placed on mobile site usability, so I began the project by researching what mobile practices Google was seeking. This included features like large, easy-to-click targets and buttons, straightforward menus, and simplified forms. This helped to guide design objectives for the mobile site and prompted a UX review. Because the Novus industry is so niche, I focused my research on Google case studies, as well as competitor strategies. This research helped me to make design decisions that would be best for the company, its industry, and its users.
The Insight
Expand the mobile navigation menu into multiple screens in order to take away the messiness of dropdown menus on a mobile site, as well as expand the menu to full screen for larger tap targets.
Navigation Screens
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Home Page Screens
DESIGN
In addition to the updated navigation menu, the content on each page was slimmed down and made to be more concise in order to eliminate scrolling through text on the mobile site and instead get straight to the point for a smaller screen. This was a particularly important aspect for the company's blog, podcast, and insights pages, as research content was an important facet of their marketing strategy.
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These designs were reviewed and revised with the product and marketing team, who measured the designs against the feedback they had received from clients and users of the site. The pages were tested internally with the sales team to ensure ease of use and flow.
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