Investment Strategy
Redesigning a best-in-class finance website for thousands of investors.
Company
Role
Year
Independent
Design Lead
2021
The Challenge
A website that didn't reflect its expertise.
Lyn Alden Investment Strategy is a trusted resource in the investment education and advice space.
The site's traffic at the time of design was daily visitations easily in the thousands , while the Twitter follower count boasted nearly 500,000 people. However, the website's design didn't match the clarity and credibility of its content.
The challenge was clear—redesign the website to be modern, content-driven, and user friendly while preserving the depth and clarify of the investment insights.
Cluttered Navigation
Although the site's content remained its main attraction, navigation to the array of content remained cluttered across screen types.
Unusable on Mobile
The responsiveness strategy for viewing the site on mobile didn't center the world-class content the site boasted, and neglected social media feeds.
Discovering Key Resources
In addition to its content, the site held a wealth of key investor resources—which were only found if a user spent time sorting thru various pages.
Existing Website & Mobile View
Design Approach
Redesigning Content Accessibility
I wanted the design to reflect the spirit and intention of its primary contributor, who built the successful investing platform on clarity and trust. Instead of overwhelming users with options, I focused on content hierarchy, intuitive navigation, and an immersive reading experience.
Reshaping content organization
To ensure clear and easy access to the many topical areas, I introduced a structured content layout that allowed users to explore the various investment strategies and subject matter effortlessly. This approach ensured that both new visitors and long time readers could quickly find the insights they needed, tailored to their situation.
Easily access the right content
Bridging the gap between social engagement & site experience
With Lyn's massive and devoted Twitter following, I integrated a live Twitter section directly on the homepage—seamlessly connecting social engagement with the investment content ecosystem.
Engaging with social media
Mobile first enhancements
Due to the sizable Twitter presence, the idea of channeling users to the site meant rolling out the red carpet for mobile viewers. The design called for a subscription option that stays with the users throughout their journey, ensuring easy and permanent access to premium content while maintaining a discrete presence.
Redesigned Mobile Homepage
Key Enhancements
A more intuitive user experience
Streamlined home page for immediate clarity
User research revealed that the homepage was a major friction point, with visitors struggling to understand where to start on their journey through the content. the redesigned homepage features a persistent top banner that remains in view as users scroll, providing a clear, anchored starting point for exploration.
Simplified navigation through a collapsible menu
Instead of a cluttered top bar, a navigation drawer consolidates all key sections into a single, tidy menu. This allows users to access the full site structure without cognitive overload.
Enhanced article pages with interactive learning elements
Finance and investment content often include complex terminology. To improve comprehension of these complex topics while focusing users on the site, I designed an inline glossary feature where users can hover over underlined key terms to see definitions or visual aids, such as a map of the Euro Area appearing when the term is mentioned.
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.
A blueprint for the future
The redesign didn't just modernize the look and feel of the website—it established a scalable design foundation that could evolve alongside Lyn's growing audience.
By prioritizing content clarity, seamless navigation, and interactive learning features, the redesigned platform ensures that thousands of investors can now access investment insights with ease, trust, and confidence.
+25%
time savings in accessing relevant investing guidance
User feedback reinforced success: "The new site is exactly what I would expect from a news or quality blog—it's professional."