Case Study:

Bridging the gap between a trusted financial brand and new audiences

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“The end result was a clear value prop that appeals to multiple user groups.”
— Keith Farley, Product | Analytics | Data, SharesPost

Redesigning an outdated website with key audiences in mind

SharesPost wanted to redesign their website to create a content-driven platform through which investors could buy and sell private stock. At the same time, they needed to introduce a new offering — cryptocurrency — to their target audience.

Wordland started working at the highest level by understanding the SharesPost brand and the key audiences they were trying to reach. Once a set of audiences and their needs had been established, we focused on restructuring the site’s information architecture to remove redundancies and any sources of confusion when it came to global navigation.

Establishing paywalls for stronger customer engagement

While determining how best to restructure the site, one of the main challenges to navigate was the issue of a paywall. How much content should be given away for free, and how much should be available only to registered users or accredited investors?

Wordland tackled this challenge by creating a strategy and member benefits grid for tiered content, along with determining calls to action for effectively funneling visitors through the site and asking them to sign up as accredited investors. This would provide access to paid, tiered areas.

Simplifying content for easier navigation

Another issue that needed to be addressed was the amount of content on the site. This was especially noticeable on the blog and articles page, which felt cluttered due to the volume of content and lack of an obvious hierarchy. Wordland worked with the SharesPost team to sort and tag all recent articles so they could be browsed without requiring readers to search for specific content.

The overall goal was to create a people-centered design for the new site. Together, SharesPost and Wordland worked together to create easy navigation and maintain a simplified structure. The new structure, combined with a combination of positioning and proof points to reassure visitors on every page of the site, ensures SharesPost is able to maintain their reputation as a credible, reliable marketplace.