Putting users at the heart of the London Stock Exchange.
Product manager @ The London Stock Exchange [Perm]
The London Stock Exchange is a global financial markets infrastructure business. I joined them as a B2C Product Manager with the task of overseeing the User-Centred Design redevelopment of the website.
The multi-faceted nature of their business led to a huge UX research and extensive stakeholder engagement project followed by a traditional UX design and build phase.
Research and Personas
The research phase of the project lasted 3 months and consisted of 20 internal stakeholder interviews and 50 external (user) interviews to help determine the needs of the primary audiences.
The personas went on to inform the inform the inputs and craft the user journeys required for the website.
Information Architecture
Here is a snap shot of an early version of the IA.
Page principles
Once an understanding of the content, function and user journeys had been developed we could define pages, page principles, the components and their prioritisation. We used these page principles to guide the development of our wireframes.
Project goals
Create a customer-focused website and information architecture that meets the business and e-marketing needs of the London Stock Exchange
Effectively communicate with the different internal teams to understand their business needs
Oversee and manage service providers to help with the research, design, content writing and build
Interview the key external customers/users, analyse the findings and create persona and user scenarios
Achieve buy-in from the LSE internal stakeholders
Develop wireframes and prototype which conforms to industry best practice
User test, analyse and iterate UX and designs
Wireframes
Outcomes
Change of digital strategy for the business
Delivered the site on time and on budget using the UCD methodology
Supported the build, led the content writing project and trained the staff on the new CMS
Improved conversion by over 15% on the key transactions across the site
Embedded UX and UCD as a common practice within the LSE