Bc refreshes and improves Yieldbroker website for better performance

yb-logo

 

 

Yieldbroker is one of Australia’s most trusted providers of electronic trading solutions within the financial industry.

Yieldbroker has been dynamically connecting markets in Australia and New Zealand for unrivalled trading efficiency, liquidity and coverage since 1999. The platform brings together banks, portfolio managers, treasuries and risk managers in a reliable and trusted trading environment.

Having recently had their website designed and built by another agency, Yieldbroker was struggling with some key pages which didn’t represent the brand sufficiently and were not consistent with the rest of the site.  They felt such pages were damaging their credibility and in addition to the brand misalignment, there was no logical structure to the pages, making the user experience unpleasant. 

Having worked with Brand chemistry (Bc) on their brand messaging and identity, as well as their content marketing, and so were aware of the quality Bc delivered. When they found out we had the capacity to handle the website enhancement project from start to finish, and within a short timeframe and reasonable budget, they were keen to get started.

 

The plan

We kicked off the project with a closely-scoped stakeholder workshop to understand the specific goals and uncover any problems the organisation faced with the current pages. 

Following the workshop, we clearly documented exactly what needed to be done to ensure nothing was lost in translation at briefing stage. 

‘When dealing with a client that doesn’t have any digital experience, it is essential to ensure we explain everything so they understand what we will and won’t be doing,” explained Reinhard Kirchner, Brand chemistry’s UX Designer and Studio Lead. 

The plan we created for Yieldbroker demonstrated how we'd create pages that are: 

  • Clear and consistent
  • Full of easily 'digestible' content
  • Accessible via mobile
  • Refreshed with on-brand imagery
  • Easy to navigate with a visual hierarchy of content
  • Easy to search

We wanted most of all to showcase the credibility of the Yieldbroker brand. 


 


 

The execution

Prototype

Closely following the brief, Bc’s UX Design team created design prototypes and used internal testing to ensure the improvement of the User Journey throughout the site.  

Development

With rigorous quality assurance, we ensured the site functioned correctly and consistently and worked across different browsers. High page performance scores were achieved before going live. 

Success

With both a strict budget and short timeframe, good communication was essential for this project. The result was a consistent, well thought-through website that now represents Yieldbroker in the best possible light.

"I’ve had fantastic feedback on the website from staff and clients. BC clearly understood the brief, responded quickly and the end result is tremendous." 

Isabella Teixeira / Head of Business Operations

The results

Yieldbroker was presented with a fresh, on-brand and easily navigable website - on time and within budget - ticking all the boxes set out during project kick-off.

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