Investment Strategy
Transforming a trusted financial platform to a modern, content-first experience studied by thousands of investors.
Company
Role
Year
Independent
Design Lead
2021
The Challenge
A website that undersold brand positioning
Lyn Alden Investment Strategy is one of the most respected & trusted voice in the finance and macroeconomic space. With a reputation for delivering thoughtful, accessible investments insights to a global audience, it's no surprise the site drew thousands of visitors each day alongside a Twitter following around 500,000.
However, the digital experience didn't reflect the authority or clarify of its content. The existing site, built on a WordPress template, witnessed visitors struggle to navigate content & locate timely insights.
The goal was clear—elevate the site's design to match the quality of the brand—a content forward platform that maintained analytical depth while delivering a clean, intuitive user experience across devices.
Cluttered Navigation
Navigation across the site & screen types remained an obstacle to users who desired to access world-class investing content.
Unusable on Mobile
The responsive design on mobile neglected the world-class content the site boasted, & failed to highlight social media feeds.
Discovering Key Resources
The site holds a wealth of key investor resources & tools, but most of the content was buried within a complicated navigational structure.
Existing Website & Mobile View
Design Approach
Transforming clarity & trust to a modern experience
The redesign began with the core principle that the digital experience should reflect the same clarity & credibility that made the site so widely respected. Rather than overwhelming users with structural complexity, I focused on content hierarchy, intuitive navigation, & a frictionless experience.
The initial effort around organizing the impressive archive investment insights & topical essays into a clear informational hierarchy. I introduced a structured category focused layout that allow new & returning readers to easily explore content by theme—ensuring users could quickly find material that match their interests.
Easily access the right content
With nearly a half-million followers on Twitter, much of the engaged audience encountered Lyn's work via social media. To bridge the gap between site & social media, I embedded a live feed section on the homepage—creating dynamic content loop that connected social discovery with meaningful engagement.
Given the volume of users driven by social media traffic, I approached the redesign with a mobile-first strategy. A key enhancement was to make it easier to convert readers to subscribers without disrupting the content experience.
Engaging with social media & Redesigned mobile homepage
Key Enhancements
Elevating usability & enhancing depth
User research revealed the homepage to be a pain point as visitors weren't sure where to begin. The redesigned layout with a sticky top banner provided users a clear, consistent starting point to explore the site's breadth of content.
The previous top bar was dense and overwhelming—I replaced it with a navigation drawer that organizes content into a clean, collapsible structure. This reduced visual clutter & enhance site navigation without cognitive overload.
To support the audience's understanding of complex financial concepts, I implemented an inline glossary feature. This enabled users to hover over underlined key terms to view definitions & visual aids embedded in the site.
With subscription central to the business model, I redesigned the checkout flow to feel more guided & adaptive. Users can self-select a plan aligned to their investing goals, helping to convert casual readers into long-term subscribers.
A smarter, more user friendly checkout flow
Subscription is a core part of the business model, but the previous checkout experience was rigid and lacked some personalization. The new subscription flow guides users through choosing the right plan for their investing journey, making the decision process more intuitive and reducing friction.
Streamlined Navigation
The redesigned homepage features a persistent top banner and tab navigation, providing a clear anchor point for exploration.
Clarity on Mobile Design
A collapsible hamburger menu placed on the left side of the screen allows users to view content while navigating easily to other pages.
Interactive Learning Elements
Facilitating users' ability to understand and digest complex financial topics with an inline glossary is key to leveling up the learning process.
Results
The redesign elevated the visual design as well was redefining how the content is delivered, explore, and understood. By prioritizing clarity, usability, and credibility, the new site created a foundation that supports a growing audience & strengthens the brand's authority in a crowded investment landscape.
+25%
time savings in accessing relevant investing guidance
"The new site is exactly what I would expect from a news or quality blog—it's professional."