IG.com

A new website for traders and investors.

Role

UX Designer

Team

2 UX, 2 UI, 1 Creative Director, 2 Account Managers

Timeline

12 weeks, July - September 2023

Redesigning IG’s website was part of a new brand and positioning effort. IG recognized an opportunity to improve how they cater to several types of traders and investors who come to IG.com with different intents.

I worked on the end-to-end UX of the site, including the discovery phase, navigation revamp, user journeys, page structures and components, collaborating closely with the Creative Director, UX Director, and UI Designers on client delivery and final design.

Inspire confidence in ambitious traders and investors.

Overview

Power the pursuit of financial freedom for the ambitious.

Business goals

Establish IG as a trusted partner

In some markets, IG had lower brand awareness and market share. With a refreshed purpose and brand position, it was important to gain the trust of potential traders and investors.

Less functional, more emotional

IG’s focus had long been a functional, product-led organization and it needed to move into an emotive, experience-led brand. The website needed to support this move towards a user-centric experience.

Go from specialists to one stop shop

To expand into other markets and showcase their full offering, IG’s website needed to organize their products, services, and resources in a way that was easy to discover and navigate.

Key insights

Winning trust starts with smarter navigation, intent-driven pathways, and content that connects.

Through 18 stakeholder sessions, a UX audit, competitor analysis, experience mapping, and documentation review, we identified key opportunities for the new IG.com experience.

  • Navigation prioritized products over people — making it hard for goal-oriented investors to find what they needed, despite being IG’s most valuable customers.

  • As IG looked to the future, attracting ‘Do-it-myself’ and ‘Learning-to-do-it’ investors was key to long-term growth, while continuing to meet the needs of five established trader types. Traders ranged in experience and approach — from beginners and developing investors to seasoned experts focused on products like commodities or crypto.

  • Content is IG’s edge in a crowded market — and the key to attracting new customers. By leveraging its wealth of educational material and in-house analyst expertise, IG could evolve from static text and images to dynamic, real-time content that reflects the pulse of the financial market.

Idea

Create a clear, connected experience that builds confidence in every kind of investor.

Design and features

  • Expanded taxonomy to support distinct user intents, from goal-led discovery to product-specific navigation.

  • Simplified grouping and labeling to reduce cognitive load and remove ambiguity across audiences.

  • Reinforced visual hierarchy through typographic scale and weight, enabling fast scanning and clearer wayfinding.

A new way to navigate

Design and features

IG has live market data and analysts with key insights to help traders. Creating a media hub where traders can tap into IG’s expertise and get live, on-the-pulse updates on the markets.

A newsroom highlighting analysts and live updates

Design and features

Acquire more leads

We added CTAs to save progress on lessons by signing up for learning account, as well as CTAs to create a demo account so new traders could practice before committing to a live account.

A trusted partner for traders and investors.

Impact

User journeys for all types of traders and investors

With a revised IA and navigation, we created clear and distinct pathways for all types of traders and investors. Features like ‘Help Me Choose’ and a learning hub lowered the barrier of entry for new traders and investors, while experts could easily find research and analysis through the newsroom and look up stock prices.

Indication of trust building over time

The new design was validated with user testing before going into development. Qualitative feedback was the site was easy to use and clean. An easy to use website and improved content discovery helps build trust in a service or company, so we can assume trust would build over time for IG.