FidemDD Website Redesign
Trust in Financial Services
Lead UX Designer
3 Months
Figma, Miro, Google Sites, Google Analytics
Project Overview
FidemDD is a financial advisory firm based in Santo Domingo, Dominican Republic, offering services in auditing, taxes, consulting, and financial advisory. Despite their strong reputation, FidemDD lacked an online presence, relying solely on word-of-mouth referrals due to local marketing restrictions. Recognizing the need to expand their reach and attract new clients, FidemDD sought to establish a professional, user-friendly website that complied with regulations.
The Problem
Business Challenges
- Lack of Online Presence: In today's digital landscape, not having a website significantly limited FidemDD's visibility and accessibility.
- Regulatory Constraints: Local regulations prohibited traditional marketing, making digital channels crucial yet challenging.
- Competitive Disadvantage: Competitors with established websites had an edge in attracting clients with convenient online services.
Impact on Potential Clients
- Accessibility Issues: Clients found it difficult to discover and engage with FidemDD.
- Trust Barrier: Establishing credibility was difficult without a professional digital footprint.
- Preference for Digital Solutions: Modern clients favored firms with an online presence for ease of access to information.
Key Metrics Before Launch
2-3
Client Inquiries/Month
(100% word-of-mouth)
Local Only
Market Reach
(Santo Domingo region)
None
Online Visibility
(no website or social)
90%
Competitors Online
(had active websites)
Project Goals
Primary Goals
- Establish a Digital Presence: Develop a bilingual, professional website to represent FidemDD's services.
- Attract New Clients: Expand the client base beyond word-of-mouth, targeting both local and international clients.
- Comply with Regulations: Ensure the website adhered to marketing restrictions, avoiding prohibited promotional activities.
Secondary Goals
- Enhance Credibility: Build trust through a professional digital presence showcasing expertise.
- Maintain Control Over Client Interactions: Use direct contact methods (phone/email) without online forms or automated scheduling.
- Leverage Social Media: Use platforms like Instagram to promote the business within regulatory limits.
User Research & Insights
Research Approach
- Stakeholder Interviews: To understand business objectives, constraints, and expectations.
- User Interviews: Engaged with 8 small to medium business owners who were potential clients.
- Competitive Analysis: Evaluated 5 competitor websites to identify industry standards and opportunities.
- Surveys: Distributed online surveys to gather broader insights on user preferences.
The Firm Owner (Anonymized)
FidemDD Financial Services
- Goal: Establish a compliant website to attract clients.
- Pain Points: Limited marketing options, reliance on word-of-mouth.
- Impact on Design: Regulatory compliance, direct contact emphasis, resource-efficient solutions.
Lissa Thompson – Entrepreneur
Age: 32, Location: Seattle, USA
- Goal: Access clear online information, efficient communication.
- Pain Points: Difficulty finding trustworthy advisors, dislikes phone calls.
Juan Pérez – Local Small Business Owner
Age: 45, Location: Santo Domingo, Dominican Republic
- Goal: Professional financial advice in Spanish, personal interaction.
- Pain Points: Unfamiliar with digital services, time constraints.
Elena García – Aspiring Entrepreneur
Age: 29, Location: Punta Cana, Dominican Republic
- Goal: Clear online information to start her business, avoid unnecessary calls.
- Pain Points: Overwhelmed by requirements, difficulty finding trustworthy information.
Michael Lee – International Investor
Age: 50, Location: New York City, USA
- Goal: Find reputable local firm with international expertise, English communication.
- Pain Points: Language barriers, regulatory uncertainty.
Key Insights
85%
of users prefer firms with an informative and accessible website
78%
value seeing detailed service descriptions and company background
65%
prefer to initiate contact via email rather than phone
Competitor Analysis
Competitors offered contact forms, detailed services, and client testimonials. Most had multilingual support.
Journey Maps
We created detailed journey maps for each of our primary personas to visualize their experience from awareness to retention, mapping their emotional highs and lows to identify key opportunities for intervention.
Common Themes Across Personas
- Need for trustworthy, professional financial services
- Preference for clear, accessible online information
- Desire for responsive and personalized communication
Key Pain Points to Address
- Difficulty finding credible advisors online
- Hesitation with initial contact methods (e.g., phone calls)
- Need for assurance regarding expertise and credibility
Lissa Thompson – Entrepreneur
Juan Pérez – Small Business Owner
Elena García – Aspiring Entrepreneur
Michael Lee – International Investor
Design Solutions Implemented
Enhanced Website Content
- Detailed service descriptions and team bios
- Bilingual content catering to both local and international users
Trust-Building Elements
- Display of certifications, affiliations, and client testimonials
- Inclusion of case studies and resources
Accessible Contact Options
- Prominent display of contact information
- Offering email as a primary contact method
- Clear expectations for response times
Additional Opportunities
- Develop client portals for ongoing engagement
- Create blogs or guides to establish thought leadership
- Utilize SEO strategies for improved visibility
Design Process & Ideation
Understanding Constraints
- Regulatory Limits: Marketing restrictions required careful crafting of non-promotional content.
- Stakeholder Requirements: No online forms; clients must contact via phone or email only.
- User Expectations: Desired online engagement, detailed information, and easy contact methods.
Information Architecture
Created a sitemap to organize content and ensure intuitive navigation, highlighting essential services. We structured the site to be simple and direct, catering to users who need quick reassurance and contact information.
Sketches & Crazy 8s
Initial brainstorming used "Crazy 8s" to rapidly explore layout ideas, focusing on how to present complex financial services in an approachable way.
Design Decisions
- Trust Elements: Included professional photos and bios of the team, prominently displayed certifications and affiliations.
- Service Clarity: Created detailed service pages with straightforward descriptions. Avoided promotional tone to comply with regulations.
- Bilingual Content: Provided in both Spanish and English with a visible language toggle for seamless switching.
- Responsive Design: Optimized for mobile devices, ensuring smooth navigation across all screen sizes.
Wireframes & Prototyping
Low-Fidelity Wireframes
Digital wireframes helped define the content hierarchy for Service pages, ensuring clear value propositions and call-to-actions without visual distractions.
Mid-Fi Iterations & Wireflows
Moving to higher fidelity, we refined the "Service with Advisor" vs "No Advisor" flows to verify the navigation logic.
Usability Testing & Iterations
Testing Methodology
- Participants: 10 users matching our target personas (5 local, 5 international).
- Process: Conducted remote usability tests using screen-sharing tools, asking participants to complete specific tasks (e.g., finding a service, locating contact info).
Feedback & Iterations
✓ Positive Feedback
Users found the website professional and trustworthy; navigation was intuitive.
↑ Improvements Made
Added a 'Services Overview' page for quick comparisons and enhanced the visibility of the language toggle.
📱 Mobile Optimization
Improved mobile responsiveness to ensure smooth layouts on all devices.
The Final Solution
The final design balances professional authority with approachability, featuring a bilingual interface, clear service breakdowns, and prominent contact options.
Key Features
- User-Friendly Navigation: Clear menu structure with sticky header
- Detailed Service Pages: Comprehensive descriptions and case studies
- Trust Elements: Team bios, certifications, and testimonials
- Bilingual Content: Seamless language switching (EN/ES)
- Responsive Design: Mobile-friendly layouts across devices
- Direct Contact Options: Prominent phone and email display
Service Page: Business Consulting
Service Page: Accounting
Outcome & Results
Key Success Metrics (3 Months Post-Launch)
150%
Increase in Client Inquiries
(2-3 to 7-8/mo)
1,200
Website Visits
Per Month
3 min
Average Session
Duration
40%
Reduced
Bounce Rate
25%
International
Inquiries
Business Impact
Market Reach
Expanded from Santo Domingo to national and international clients
Client Conversion
20% of inquiries converted into clients
Revenue Growth
Projected 15% increase based on new client acquisitions
Client Testimonial
"Working with Emiliano was a transformative experience for FidemDD. The new website reflects our professionalism and has significantly expanded our reach. Emiliano's attention to regulatory constraints and our needs resulted in a solution that exceeded our expectations."
Conclusion
Project Impact
The FidemDD digital transformation bridged the gap between the firm and potential clients by establishing a professional online presence. By balancing user-centered design with regulatory compliance, the website enhanced credibility, expanded market reach, and drove business growth.
Key Learnings
- Balancing Needs: Effective solutions are possible within constraints by prioritizing both user and stakeholder needs.
- Data-Driven Decisions: User research and feedback guided successful design choices.
- Adaptability: Iteration based on testing feedback led to improved user experience.
Next Steps
- Ongoing Monitoring: Use Google Analytics to track user behavior and engagement.
- SEO Optimization: Improve search engine rankings for key financial services.
- Content Updates: Regularly update the website with relevant financial insights and articles.
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