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Web Site Unification + Redesign: Building a one-stop, daily resource for treasury and finance professionals worldwide.


Due to the changes taking place within their organization and in the industry, the Association for Financial Professionals (AFP) wanted their website redesigned to meet the changing needs of its global members. They brought us on board to reorganize their main website and its content, update its look and feel, and upgrade features and functionality. We were also asked to formulate a design strategy that would cross-reference additional websites that were a part of the organization’s overall digital presence.


Experience by Design (EBD) worked with AFP executives, project team members, and stakeholders across the organization to define the target audience, goals, and business priorities. Our strategists also reviewed the organization's existing websites, content assets, strategic plan, competitors, and platforms, including e-commerce functionality for the AFP store. We developed four main deliverables: a site map, functional flows, wireframes, and a visual style guide. 


We successfully collaborated with AFP to create a well-integrated, engaging web site that is aligned to the goals of both the organization and its members around the world.

List of Services

  • UX Research + Personas
  • Competitive Site Analysis
  • Card Sorting + Usability Testing
  • Concept Modeling
  • Content Strategy
  • Information Architecture + Navigation Design
  • Interaction + Interface Design
  • Graphic Design + Style Guide
  • Front-end Engineering + Development (CSS, JavaScript)

Explore Our Work

Explore Our Work

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