Elevating the online experience

Ulton

Financial services firm, Ulton, has a reputation for being deeply client-focused. It’s a commitment that shows up in just about every touchpoint of the experience they provide—from how they answer the phone at the front desk, to how they collaborate across departments to get the best possible outcomes for their clients. This is the lifeblood of their brand, yet somehow, their website was anemic.

It functioned as a showcase of their services, rather than an intuitive entryway for their prospects. The content had outgrown the navigation structure and visually, the website hadn’t kept pace with the evolution of their brand.

Eager to inject life into their online presence, we worked with Ulton to design a platform that treats the prospect experience with the same level of care the firm brings to its client experience.

Working backwards to go forwards

Our work began with a deep-dive stakeholder workshop and a strategic review of their current information architecture. With the insights drawn from this process, we set to work recomposing their architecture and navigation roadmap to balance their prospects’ needs and the firm’s internal strategic objectives.

Working from the outside in, we reshaped the structure with intention and sequence at the helm. Pathways were simplified and content was reorganised to reflect how prospects actually think, rather than how services are structured internally.

A language of understated sophistication

Visually, the goal was to balance the polish of an esteemed financial services firm with the groundedness and humility that is so deeply embedded in Ulton’s DNA. Through restrained layouts and creative decisions that ladder up to an air of understated sophistication, the site is designed to feel confident but not clinical or corporate; professional but not distant; and approachable to the right crowd.

Design → Delivery

Following the UX and UI phases, and alongside the development of 129 pages of web copy, the site was handed over to Ulton’s development team for build. We remained involved throughout the process, working alongside the team as the site took shape.