One of the reasons that ddm hired me was to take over management of Ridgeworth’s interactive accounts. They knew that my attention to detail, client-service orientation and UX background would help to please one of their most demanding clients.

Shortly after I started at ddm, we were asked to submit a proposal for a complete revamp of their website. They also wanted a public iPad app that would pull data and assets from their website so that their salesforce and associated financial advisors could have a tool that was available to them without an internet connection.

The previous iteration of Ridgeworth’s web presence was functional and served some of their needs, but it was in need of a more modern look and feel. A lot of the information on the site had also become highly jargonized, making it inaccessible to financial professionals that were not familiar with Ridgeworth and their terminology. I undertook a complete re-write of much of their content, a reorganization and redefining of their IA and a complete UX process.

The process was client-inclusive and was a large part of the success of the project. The client felt informed, involved and invested in the new products. The new look and simplified IA has drawn rave reviews from users and the site has seen an increase in returning users as well as time spent on key content pages. The app continues to be one of the highlights of 2011 for the Ridgeworth marketing team and salesforce.

UX Deliverables

Old Sitemap

New Sitemap. We were able to simplify it even more in the final iteration without losing essential content.

Homepage Wireframe

Mobile site wireframes, slated for production in Q1 of 2013

Responsibilities

IA, UX, Front End Development, Visual Design, Content Generation, Project Management