Fool.co.uk Re-alignment

So, what has changed. We have gone from this:

 

 

To a new looking site (well partially) which looks like this...

A new Homepage...

An A/B test of two versions of the nav (one above) and this one:

A new Content area.

A new Products area.

This is the culmination of a process we began in January when we wanted to do a few things:

1. Re-visit how users navigate the site. As one part of the site structure we introduced tagging in April. We wanted to look at the persistent navigation too, the way we did this was to invite users current and future in for card sorting:

Through the analysis of the card sort we created a new base for the fixed path nav.

2. Re-en vigour the brand logo (which we focused on through re-visiting brand values - and asking ourselves and users, what Fool.co.k stands for as a brand in the UK.

To begin with, we went through a process of really deciphering all of the brand traits:

Once we were happy with this we developed mood boards which helped Ben, our design lead,to think about the logo and, ultimately, the design:

3. Develop the look and feel. The brand work obviously really influenced look and feel and we tested various styles on users in various workshops and eventually whittled down to things we could certainly try and also things we should definitely avoid.

 

 

What is the purpose of this work? Well, it represents stage one in building out a new site from within an existing framework. The current change live on the site is really only the beginning of a programme of work that will see the introduction of new areas of the site. The new structure swill be both be easier to use and allow us to add new features to the site over the coming weeks.

Comments

[Max]

i think its nice - and ive just learnt more about house prices than ever -

do make sure that the hyper links always link to reliably/ similarly labelled content - can be confusing when dropped off into a page with no obvious next point

BUT BUT BUT

i think the brand name is really bad and you should rename it-

i think 'motley fool' totally undersells this really good content - it may have been a:

'nice, accessible, non-big-money way-into these issues for the general public' - but i really think it can be more Ronseal

i am thinking of buying and am totally confused and your site has done more to educate me in 15 minutes than any finace advice etc etc - BUT -i wouldnt have gone there if you had not sent this - because the name was lousy and sucks

maybe - you should launch a site with exactly the same content aimed at people in different lifestages - money stages - like me 1st time buyer - like how people get desperate for any good advice and buy copies of Parenting only when they get pregnant for the first time

hmm