Future Funds
The Challenge:
Redesign an existing financial services website by identifying usability issues in the original layout and applying user feedback to create a clearer, more approachable experience. The goal was to improve navigation, reduce visual clutter, and help users feel more confident when exploring services or scheduling an appointment.
Key Problems
User feedback revealed that the original design felt overwhelming and difficult to navigate. Users struggled to quickly understand what the company offered, and important actions like scheduling a consultation were not clearly emphasized. Several buttons lacked descriptive labels, and longer forms made the process feel stressful instead of supportive.
“There’s a lot happening on the page, and I’m not really sure where I’m supposed to look first.”
- User One
“I’m not totally sure what the company does right away. I have to scroll to figure it out.”
- User Two
''The scheduling form feels like a lot to fill out, and I’m not sure what I actually need to complete.''
- User Three
Desktop Layout - Before
The original layout relied on dense content blocks and lacked strong visual hierarchy, causing important information and calls to action to compete for attention. Without clear section separation, users had difficulty identifying where to start and what step to take next. The design also focused primarily on desktop structure, making responsiveness and mobile usability a key area for improvement in the redesign.
Design Direction
Based on user feedback, the redesign focused on improving visual hierarchy, increasing spacing between sections, and organizing content in a more intuitive flow. The goal was to guide users through the page in a natural sequence: understanding the brand, exploring services, and then finally taking action. Consistency in button placement and labeling was also prioritized to make navigation feel predictable and reassuring.
Early layout revisions focused on restructuring the landing page, testimonials, and financial calculator sections. The goal was to simplify how information is presented and create clearer separation between content groups so users could scan the page more easily. Each section was redesigned to reduce visual clutter, improve hierarchy, and make key actions more obvious before moving into detailed content.
Desktop Layout - After
The updated design introduces clearer section breaks, simplified forms, and stronger call-to-action placement to reduce friction throughout the experience. Information is grouped more intentionally, helping users understand services before being asked to make decisions. Mobile layouts prioritize vertical flow and touch-friendly spacing, ensuring that key features remain accessible and easy to use on smaller screens.
Mobile Layout - After
Usability Test
After completing the redesign, a usability testing plan was created to evaluate how users interact with key features such as service navigation, the financial calculator, and appointment scheduling. The goal was to identify any remaining friction points and gather feedback to guide future refinements. This step reinforced the importance of validating design decisions and continuing to improve the experience based on real user behavior.