The Charles Schwab International website enables investors outside the United States to initiate a relationship with Charles Schwab. Essentially the experience is meant to educate potential international investors about Schwab’s offering inspiring a phone contact to open an account. The redesign was requested in order to improve session duration, page views and most importantly conversions.
Working with a small team we were able to use the data available to us to optimize the experience. Each page was scrutinized. UX, UI, visual design and copy were updated and redesigned as needed, all while working within the existing stylesheet.
Improving new client acquisition while staying on brand required rethinking content, prioritization, design and clarity among other things.
Remaining integrated with the schwab.com design system, I offered up a couple options using design elements and interactions to support the primary interactions, “Open an account” and “Ask us a question” in different ways. The first focused on empowering the experienced investor to be in the drivers seat. The second emphasized Schwab’s expertise in helping navigate the U.S. market.
One of the issues we were trying to solve was how to make the page feel less stale without requiring resources to continually update it. By adding a live stock ticker to the bottom of the page we not only made a tangible connection to the U.S. market, we added a constant update of relevant content requiring very little resources after the initial development work.