Zacks.com has given me several opportunities to work on the UX design of certain sections of their website. Overall, there are a lot of trouble areas they are working through, but these 2 dealt with entire pages that get the most traffic on the website. Below are two different sections that I worked on.
Zacks.com Commentary Page
original commentary page
Commentary pages are a large source of traffic on Zacks.com, featuring information for buying or selling stocks, as well as top picks for different industries. Before, they were messy and difficult to visually navigate, with way too many things going on at once. A lack of grid structure was partially to blame for this, as well as an overabundance of content.
I set about sketching and wireframing something with a bit more structure. One goal was to include a larger image and headline at the top, as the previous commentary pages had no main image, and a small headline. I also eliminated some of the clutter from the top, so you get to the article quicker.
Design-wise, I wanted it to be more simple, and less overwhelming. The lack of any color except mostly grey adds to the lack of hierarchy in the original page, so I added a bit more in.
Zacks.com Stock Quote info page
Original quote stock page
Another page I did some UX work on are the quote pages. This is one of the most high-traffic areas of the website, as users are constantly checking the ticker ups and downs, as well as the Zacks Rank stats, the companies signature information. My biggest concern with this page was how cluttered it was. It seemed like so much information could be condensed, or at least organized better. I also found the top section, with initial ticker stats, to be a bit confusing.
Zacks Premium Buy Page test
Original Page Design
New page design
I designed a test for a new version of an order form page for one of our services. The goal was to increase sign-ups, as well as test annual versus monthly sign-up rates. I suggested moving the button to sign up higher on the page, as it isn’t visible above the fold in the original order form design. In my version, it’s not only visible above the fold in desktop, but also in mobile. My new design increased orders by 30% in a 2 week test.
Other versions are being tested as well, including showing all sign-up options initially, as well as including research verification.