Redesigning the UX/UI of Caplo Advisory's website to make financial planning easy.
Overview/Brief
Our main goal was to redesign Caplo Advisory's website to align with the new company branding to improve brand recognition and increase conversions.
Outcome
This project is continuously being updated. View what's live here.
I led our team to shift our site toward a more seemless, straight-forward, and efficient website design for high-earning entrepreneurs and Baby Boomers. I also elevated the visual direction, introducing a light and refined color palette to better appeal to both luxury and general audiences while differentiating from competitors.
Problem
Caplo Advisory’s previous website felt outdated, targeted the wrong audience, and had a confusing user journey for their needs.
SKILLS
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UX/UI design
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Web design
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Copywriting
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Brand strategy
Role
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Management Lead
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UI Designer
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Graphic Designer
Old Website Design
New Website Design
Process
For this project, I collaborated with both a copywriter and a website builder, leading as a creative project manager to ensure the website was built correctly.
For the UX and UI, I developed a creative brief, wireframe, and website mockup for the builder to follow.
Creating User Personas
We want to offer an elevated yet approachable feel. The design and tone should reflect a sense of expertise and aspiration, where the brand is highly knowledgeable and clients feel they are part of something ambitious and forward-thinking. It should motivate them to achieve their financial goals with confidence.
I provided our website builder two user persona's cultivated from our creative team's research. The research data came from our business client survey's and national data reports. Finally, we utalized Chat-GPT to help find patterns in the market's problems and needs to create these personas.
Scope
The website needed to be simple and easy to use for our users to feel comfortable throughout the entire process of navigating our website. We needed to make sure our website didn't add overwhelming information or navigation to an already complicated process of finding a financial advisor.
During our intitial online launch, we designed and planned 5 different pages for our site. Eventually, our website grew to include home page, individual pages for our four core services, a process page, and about the team page. This totals for 7 pages to be lean and responsive on all devices. Our baby boomers primarely used desktop, while our HENRY prospects used mobile phone.
Wireframe
I created a wireframe designed to guide site visitors through a seamless journey from taking an online quiz to contacting the company if they’re interested in our services.
The wireframe focused on intuitive navigation, clear calls to action, and a streamlined flow that keeps users engaged while making it easy to complete the quiz and take the next step. This strategic design helps maximize lead generation by fostering a user experience that feels effortless and inviting.
Design Process
Accessibility and usability were central to the redesign. We implemented WCAG informed standards and modern UX principles to create a more intuitive and inclusive experience. As a result, the updated site has driven higher engagement and reduced bounce rates.
The website redesign also informed a broader brand refresh, using insights and visual exploration from this work to strengthen Caplo Advisory’s overall brand system.
Final Result
Wireframe
I created a wireframe designed to guide site visitors through a seamless journey from taking an online quiz to contacting the company if they’re interested in our services.
The wireframe focused on intuitive navigation, clear calls to action, and a streamlined flow that keeps users engaged while making it easy to complete the quiz and take the next step. This strategic design helps maximize lead generation by fostering a user experience that feels effortless and inviting.