The Fry Group offers tax-led financial, estate, and tax planning services, focusing on UK expatriates in the Middle East. They provide comprehensive advice on tax planning, including inheritance and capital gains tax, alongside financial planning services such as investment, retirement, and pension advice.
With a commitment to delivering personalised and comprehensive financial solutions, The Fry Group is dedicated to helping clients achieve their financial goals and secure their financial futures. Their focus on transparency, trust and tailored advice has made them a respected leader in the financial services industry.
I was asked to help Improve the usability and functionality of The Fry Group's client portal to provide a seamless experience for UK expatriates managing their financial, tax and estate planning. We needed to improve the websites function by discovering and tackling end user pain points so that we could generate better conversion rates and decrease user drop off.
Several key problems needed solving to enhance the user experience. First, the site’s complex navigation had to be simplified to enable UK expatriates in the Middle East to easily find relevant information on tax, financial and estate planning services. Increasing user engagement was crucial, requiring more interactive elements and clear calls-to-action that guided users through the site.
Improving the customer journey was essential, ensuring a seamless experience from initial visit to final consultation. Additionally, the presentation of detailed financial and tax information needed to be more digestible. We wanted to use clear visuals and straightforward language to help their clients make informed decisions. Finally, integrating personalised advice and support features would provide users with tailored insights, enhancing their overall experience and satisfaction with The Fry Group's services.
By doing visual research I was able to investigate and analyse different elements of competitor websites allowing me to make informed and enhanced design decisions. My aim was to understand visual trends, user preferences and cultural contexts, ensuring that design solutions were aesthetically appealing, functionally effective and resonated with the target audiences. Visual research also helped me to identify best practices, inspire creativity and support the development of cohesive and impactful visual identities.
Objective:
Task:
Instructions:
Feedback:
Test the accessibility and usefulness of client resources.
Download a financial planning brochure or guide.
“Download a brochure or guide on financial planning from the website.
”Downloading the financial planning brochure was easy. The link was clearly marked and the download process was quick. The brochure itself was very detailed and helpful.”
Objective:
Task:
Instructions:
Feedback:
Assess how easy it is for users to provide feedback or reviews.
Leave a feedback or review about a service you received.“You have just used The Fry Group’s services and want to leave feedback. Find where you can leave a review or feedback on the website.
”Leaving a review was a bit confusing. I expected to find a feedback form or review section on the ‘Contact Us’ page, but it wasn’t there. I had to go to the ‘Testimonials’ page, which wasn’t immediately obvious.”
Objective:
Task:
Instructions:
Feedback:
Evaluate the process of making an inquiry or booking a consultation.
Fill out a form to request a consultation with an advisor.
“You want to book a consultation with one of The Fry Group’s advisors. Complete the online form to request a consultation.
“Filling out the consultation request form was simple and intuitive. However, I would have appreciated a confirmation email immediately after submission to know that my request was received.”
Objective:
Task:
Instructions:
Feedback:
Evaluate how easily users can navigate the website.
Find the page that provides information about retirement planning services.
“You are interested in planning for your retirement. Locate the section of the website that provides detailed information on retirement planning services.
“Finding the retirement planning section was straightforward. The navigation menu is clear and well-organised, which made it easy to locate the relevant section quickly.”
Objective:
Task:
Instructions:
Feedback:
Determine if users can understand the range of services offered.
Identify and summarise the tax planning services provided by The Fry Group.
“You need tax planning services. Please find and summarise the tax planning services offered by The Fry Group.
”The tax planning services page was informative, but it took me a few clicks to get there. Maybe adding a direct link in the main menu could make it easier to find.”
The usability test for The Fry Group's website showed a generally positive user experience, with users finding the navigation intuitive and key sections like retirement planning and contact information easy to access. The process for downloading resources was straightforward, and the information provided was clear and professional. However, areas for improvement include better visibility for advisor credentials and a more intuitive feedback submission process. Users also suggested adding a search bar and providing confirmation emails for consultation requests. Implementing these changes would further enhance the user experience and ensure a seamless interaction with the website.
- The main navigation menu is user-friendly, but some information was a bit buried in submenus.
- The information provided was clear and detailed.
- I felt like I had a good understanding of the services offered after browsing the site.
- I would suggest adding a search bar to help quickly locate specific information.
- A bolder section for advisor credentials and an easier way to leave feedback.
At this stage, users first become aware of our financial planning platform through various marketing channels. We identified key touchpoints such as social media ads and referral programs that effectively attract potential users.
During the consideration phase, users evaluate whether our platform meets their financial planning needs. We focused on showcasing features like retirement planning tools and budget tracking, along with offering educational content to help users make informed decisions.
In the acquisition stage, users commit to our platform by signing up and beginning their journey. We streamlined the registration process and implemented intuitive onboarding tutorials to ensure users can easily access and understand key features.
Once users are actively using the platform, the service phase focuses on enhancing their experience. We emphasised the importance of personalised content, such as tailored financial advice and investment suggestions, to keep users engaged and satisfied.
In the loyalty stage, we aim to build long-term customer relationships. This includes providing ongoing support, regular updates, and incentives like progress tracking and periodic financial check-ups to encourage continued use and commitment to their financial goals.
Our team spent considerable time analysing feedback from usability testing, which included valuable user suggestions. Users expressed a strong desire for improved navigation options and more customisation features, particularly in areas like financial planning and retirement tracking. With this feedback in mind, we gained crucial insights into refining the user experience for these key areas. For example, users wanted easier access to their retirement progress and the ability to personalise financial goals. We brainstormed and grouped these ideas, ultimately developing a cohesive strategy to enhance both the web and app redesign.
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Users interacting with The Fry Group's website typically started by assessing its credibility, often arriving through search engines or referrals. They were initially drawn by the promise of expert financial advice and begun evaluating whether the services aligned with their specific needs, such as retirement planning or tax advice. However, some users experienced pain points during this stage, such as difficulty finding specific information or navigating complex content.
These issues led to frustration and hesitation in moving forward. Addressing these concerns by simplifying navigation and improving content accessibility was crucial. As users explored the site and considered engaging further, they often compared The Fry Group’s offerings with competitors, looking for unique benefits. When they decided to take the next step, some encountered barriers like cumbersome forms, unclear service descriptions, or concerns about costs and commitment. These pain points detered potential clients and this highlighted the need for a more streamlined user experience and clearer communication. Additionally, ongoing engagement features, such as client portals and financial tools had to be more user-friendly to encourage long-term loyalty.
Drawing, wireframing and prototyping allowed us to plan the structure of The Fry Group site ensuring that each page and feature aligned with the user needs and business objectives. By creating these, we were able to identify and address potential usability issues early in the design process, facilitating smoother navigation and a more intuitive user experience. This iterative approach also enabled stakeholders to provide valuable feedback, leading to a well-refined final product that effectively communicated The Fry Group's brand message and services.
New information cards with the date of publication informed users as to when the article was written. Having up to date published articles increased trust with end users.
Upgraded forms with clear labelling allowed people to get in touch. Users can send messages, request information for specific services and share information online.
Enhancing the search functionality and filtering options helped users quickly locate and engage with the most suitable financial planners. This improvement ensured users can efficiently find expert guidance tailored to their unique financial situations.
The project aimed to revamp The Fry Group's website to enhance user experience and better meet client needs. Collaborating closely with the design team, we focused on improving navigation, accessibility of information, and overall usability. The design process was iterative, involving regular feedback loops and user testing to ensure that changes aligned with user expectations and requirements.
Following the implementation of the new design, user feedback was overwhelmingly positive. Users appreciated the intuitive navigation and the ease of finding key information, such as retirement planning services and contact details. The new search functionality and streamlined feedback submission process significantly reduced the pain points identified in the initial usability tests. The addition of follow-up confirmation emails for consultation requests also increased user confidence. Overall, the redesign successfully addressed the main issues, resulting in a more seamless and satisfying user experience.