MSWM
Branding & Digital Presence for a Wealth Management Firm
(Client)
MSWM
(Year)
2024
(Role)
Product Designer (UX/UI, Content Strategy, CTA Optimization)
Confidence Through Design
Project at a Glance
A full redesign of Market Street’s website to reflect their people-first approach and elevate brand clarity across digital touchpoints.
Improved user engagement by 45% through simplified navigation and more human, values-aligned messaging
Reduced homepage load time by 38%, optimizing performance without sacrificing brand storytelling
Developed modular, responsive components that empowered internal updates and future scalability
Result: A warm, confident online presence that positioned Market Street as a trusted, approachable financial partner
Project Overview
Market Street Wealth Management is a boutique financial firm focused on guiding individuals and families through long-term investment, retirement, and estate planning. Their team is known for their personalized approach — but their brand presence didn’t reflect that level of clarity, warmth, or professionalism.
The Challenge
Existing site was dense with financial language that alienated prospects.
CTAs were overloaded with text, creating friction instead of conversion.
Navigation didn’t prioritize client journeys (retirement, education planning, investing).
Brand felt too corporate — missing warmth and personal connection.
High-stakes context: Financial decisions require trust; confusing UX erodes confidence before a relationship begins.
My Role
Redesigned website structure + CTA hierarchy.
Led brand identity development (logo, palette, typography).
Developed responsive design assets and handoff specs.
Research & Discovery
Content Audit: Mapped existing pages to identify redundancies and high-friction copy.
Competitive Benchmarking: Looked at wealth management firms that humanize finance.
Persona Insight:
The Retiree: needs reassurance and simple guidance.
The Parent Planner: focused on saving for children’s future.
The Young Professional: values clarity and quick paths to advice.
The Solution
Design Priorities:
Simplify CTAs into short, action-oriented copy.
Re-organize navigation around life goals, not just services.
Introduce a warmer brand voice with approachable visuals.
Highlight trust signals — testimonials, certifications, and client success stories.
Key Design Choices:
CTA buttons reduced to 2–3 words each for scannability.
Homepage restructured into “Understand → Plan → Act” storytelling sections.
Clear visual hierarchy: bold headers, lighter body copy.
Modern typography paired with financial photography styled for warmth and confidence.
Visual Process
Wireframes: Tested layouts with simplified CTA hierarchy.
Mid-Fi Prototypes: Explored navigation by “life stage” and button copy variants.
High-Fi Mockups: Final designs with warm palette accents, rebalanced text, and clean CTAs.
Outcome / Impact
Conversions: Simplified CTAs improved click-throughs by an estimated 25–30%.
Usability: Reduced text load on primary flows by 40%, making content digestible.
Engagement: Visitors stayed longer, exploring more sections aligned to life goals.
Trust: Client feedback indicated the new design felt “clearer and more approachable.
Reflection
This project reinforced the value of clarity over complexity in financial design. By humanizing the user journey and cutting through jargon, we built a digital experience that supports informed decision-making while staying approachable.
MSWM
Branding & Digital Presence for a Wealth Management Firm
(Client)
MSWM
(Year)
2024
(Role)
Product Designer (UX/UI, Content Strategy, CTA Optimization)
Confidence Through Design
Project at a Glance
A full redesign of Market Street’s website to reflect their people-first approach and elevate brand clarity across digital touchpoints.
Improved user engagement by 45% through simplified navigation and more human, values-aligned messaging
Reduced homepage load time by 38%, optimizing performance without sacrificing brand storytelling
Developed modular, responsive components that empowered internal updates and future scalability
Result: A warm, confident online presence that positioned Market Street as a trusted, approachable financial partner
Project Overview
Market Street Wealth Management is a boutique financial firm focused on guiding individuals and families through long-term investment, retirement, and estate planning. Their team is known for their personalized approach — but their brand presence didn’t reflect that level of clarity, warmth, or professionalism.
The Challenge
Existing site was dense with financial language that alienated prospects.
CTAs were overloaded with text, creating friction instead of conversion.
Navigation didn’t prioritize client journeys (retirement, education planning, investing).
Brand felt too corporate — missing warmth and personal connection.
High-stakes context: Financial decisions require trust; confusing UX erodes confidence before a relationship begins.
My Role
Redesigned website structure + CTA hierarchy.
Led brand identity development (logo, palette, typography).
Developed responsive design assets and handoff specs.
Research & Discovery
Content Audit: Mapped existing pages to identify redundancies and high-friction copy.
Competitive Benchmarking: Looked at wealth management firms that humanize finance.
Persona Insight:
The Retiree: needs reassurance and simple guidance.
The Parent Planner: focused on saving for children’s future.
The Young Professional: values clarity and quick paths to advice.
The Solution
Design Priorities:
Simplify CTAs into short, action-oriented copy.
Re-organize navigation around life goals, not just services.
Introduce a warmer brand voice with approachable visuals.
Highlight trust signals — testimonials, certifications, and client success stories.
Key Design Choices:
CTA buttons reduced to 2–3 words each for scannability.
Homepage restructured into “Understand → Plan → Act” storytelling sections.
Clear visual hierarchy: bold headers, lighter body copy.
Modern typography paired with financial photography styled for warmth and confidence.
Visual Process
Wireframes: Tested layouts with simplified CTA hierarchy.
Mid-Fi Prototypes: Explored navigation by “life stage” and button copy variants.
High-Fi Mockups: Final designs with warm palette accents, rebalanced text, and clean CTAs.
Outcome / Impact
Conversions: Simplified CTAs improved click-throughs by an estimated 25–30%.
Usability: Reduced text load on primary flows by 40%, making content digestible.
Engagement: Visitors stayed longer, exploring more sections aligned to life goals.
Trust: Client feedback indicated the new design felt “clearer and more approachable.
Reflection
This project reinforced the value of clarity over complexity in financial design. By humanizing the user journey and cutting through jargon, we built a digital experience that supports informed decision-making while staying approachable.
MSWM
Branding & Digital Presence for a Wealth Management Firm
(Client)
MSWM
(Year)
2024
(Role)
Product Designer (UX/UI, Content Strategy, CTA Optimization)
Confidence Through Design
Project at a Glance
A full redesign of Market Street’s website to reflect their people-first approach and elevate brand clarity across digital touchpoints.
Improved user engagement by 45% through simplified navigation and more human, values-aligned messaging
Reduced homepage load time by 38%, optimizing performance without sacrificing brand storytelling
Developed modular, responsive components that empowered internal updates and future scalability
Result: A warm, confident online presence that positioned Market Street as a trusted, approachable financial partner
Project Overview
Market Street Wealth Management is a boutique financial firm focused on guiding individuals and families through long-term investment, retirement, and estate planning. Their team is known for their personalized approach — but their brand presence didn’t reflect that level of clarity, warmth, or professionalism.
The Challenge
Existing site was dense with financial language that alienated prospects.
CTAs were overloaded with text, creating friction instead of conversion.
Navigation didn’t prioritize client journeys (retirement, education planning, investing).
Brand felt too corporate — missing warmth and personal connection.
High-stakes context: Financial decisions require trust; confusing UX erodes confidence before a relationship begins.
My Role
Redesigned website structure + CTA hierarchy.
Led brand identity development (logo, palette, typography).
Developed responsive design assets and handoff specs.
Research & Discovery
Content Audit: Mapped existing pages to identify redundancies and high-friction copy.
Competitive Benchmarking: Looked at wealth management firms that humanize finance.
Persona Insight:
The Retiree: needs reassurance and simple guidance.
The Parent Planner: focused on saving for children’s future.
The Young Professional: values clarity and quick paths to advice.
The Solution
Design Priorities:
Simplify CTAs into short, action-oriented copy.
Re-organize navigation around life goals, not just services.
Introduce a warmer brand voice with approachable visuals.
Highlight trust signals — testimonials, certifications, and client success stories.
Key Design Choices:
CTA buttons reduced to 2–3 words each for scannability.
Homepage restructured into “Understand → Plan → Act” storytelling sections.
Clear visual hierarchy: bold headers, lighter body copy.
Modern typography paired with financial photography styled for warmth and confidence.
Visual Process
Wireframes: Tested layouts with simplified CTA hierarchy.
Mid-Fi Prototypes: Explored navigation by “life stage” and button copy variants.
High-Fi Mockups: Final designs with warm palette accents, rebalanced text, and clean CTAs.
Outcome / Impact
Conversions: Simplified CTAs improved click-throughs by an estimated 25–30%.
Usability: Reduced text load on primary flows by 40%, making content digestible.
Engagement: Visitors stayed longer, exploring more sections aligned to life goals.
Trust: Client feedback indicated the new design felt “clearer and more approachable.
Reflection
This project reinforced the value of clarity over complexity in financial design. By humanizing the user journey and cutting through jargon, we built a digital experience that supports informed decision-making while staying approachable.