UBG Case Study

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This case study features a digital solution based on UBG’s 6 Phase User-Centered Design Process — NextUX.
A snapshot of the client and its digital media assets before working with UBG.
Background

Synergy Financial Management, led by CEO and Founder Joe Maas, is a financial services firm with a strong client base. The company prides itself on exceptional subject matter expertise and sophisticated processes.

SFM logo

SFM website


 

Joe Maas wanted to grow his organization to include complementary business units. His company needed to effectively communicate its new business services to target audiences.

Strategic

  • Redefine/reposition brand
  • Give users clear messages
  • Motivate users to take action

Creative + Technical

  • Convey a modern image
  • Focus on UX and IA
  • Simplify future development

 

Challenges

Synergy’s reorganization would take place during a deep recession and Joe’s was one of the hardest hit industries. Though he recognized the slowdown to be an opportunity, Joe still needed to closely manage expenditures.

Joe was also concerned about preserving his company’s core foundation in financial management and did not want to alienate a loyal clientele. Especially now, Joe knew he had to minimize any risk of losing existing business.

Key Issues

  • Project cost management
  • Potential for client confusion
  • Risk of client base erosion
UBG Provided
Solution
  • Analysis of Synergy’s clients and services identified a cyclical relationship, or financial ecosystem, among the planned business units.
 solution
  • The Synergetic Finance brand, developed for the new umbrella organization, conveys the three business units depicted as an interwoven process.
 solution
  • The Website’s user interface and look-and-feel were visualized using iterations of wireframes and design comps.
 solution
  • Specific informational flows were architected as content "tours" with jQuery based functionality.
 solution
See this solution at:
   www.synergeticfinance.com
Takeaway

A key takeaway was the importance of communicating a central relationship between various functional parts. In this case, it was the role of the financial ecosystem as the unifying factor for the Synergetic Finance business units as well as its significance as an

easy to understand concept for Website users. Organizing information within multiple Website tours proved to be of strong value. It gave users a guided path of discovery to desired actions.

Key Lessons

  • Identify and communicate a core relationship with users
  • Web tours can effectively serve business objectives
 
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