SmartAsset is a fintech company specializing in connecting users with financial advisors in their platform. That said, for a majority of my time there I was the only marketing designer so I worked on a range of projects; including web design, B2C ads for a variety of marketing channels and B2B marketing collateral.

Web Design

The main purpose of these designs was to increase CVR on our content marketing advertorial landing pages. For the redesign, it was important to establish a universal template for a library of SmartAsset articles while also allowing for more custom visualizations depending on the copy. Using UX best practices, competition research, heat mapping and A/B testing, I identified areas for improvement. These changes, along with page load speed optimizations, significantly increased CVR for a number of landing pages. I designed these pages in Figma and proceeded to code them with HTML and CSS.

"Some of the Best States to Retire in 2023" - Achieved a 38% increase in CVR

To start, the hero section needed a revamp. The design itself was outdated and was missing a key element: a clear CTA. Making typographic hierarchical adjustments and creating an image treatment that follows modern design trends allowed for another significant improvement. The overall height of the hero section got smaller, allowing for the user to get to the copy quicker. This is important because it captures the attention of the user faster and thus, increases the chance of continuing to scroll down the page and read more (and get to more CTA's).

Another area I identified that could be improved was how key information was actually being presented. The old design was just a standard bulleted list, which is unengaging and easy to scroll past without thinking twice. To accommodate our demographic, my new design presents the information in a larger, more visual way, making it easier to read and is more eye-catching so users stop scrolling to read it.

I designed the map to replace another bulleted list, which allowed for more information to be presented in a more engaging way. On mobile, the map turns into an interactive accordion menu with the colors of each accordion aligning to the color key of the map.

Ads & Email Captures

The ads featured range in use from social media platforms (specifically Facebook and Twitter, which didn't require the brand logo on them), native and paid sponsorship platforms such as MSN explore page, CNN, Yahoo, Taboola, and Apple News. The email captures popped up on the main SmartAsset homepage.

Advisor Marketing

Shown below are 7 ft. tall banners used for targeting advisors/firms to join the SmartAdvisor program at live events.