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Web Site Unification + Redesign: Creating a one-stop, daily resource for treasury and finance professionals worldwide to increase engagement and revenue.


Rapid changes taking place within their industry, the Association for Financial Professionals (AFP) wanted their website redesigned to meet the changing needs of its global members. AFP hired Experience by Design (EBD) to reorganize the organization’s website and content, update its look and feel, and upgrade features and functionality. We were also asked to formulate a design strategy that would cross-reference other websites that were a part of the organization’s digital ecosystem and presence.


We 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 and unified web presence aligned to the goals of both the organization and the evolving needs of 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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