The power of clarity and context
We first had to articulate what it would mean to empower their range of investors, from the savvy active trader to the novice. That meant giving them the information they needed, and making it easy for them to find. Also, the new website would have to communicate this content—information on different investment products and account types, complex financial data, fees, charts, graphs, and much more—with succinct clarity.

Intense collaboration and testing
To help define the new site’s direction, we collaborated with Schwab through in-depth work sessions, brand workshops, and multiple rounds of usability testing. From user experience to visual design, we focused on ensuring that the site meets the needs of business stakeholders as well as potential investors.

Results you can measure
The new site captures Schwab’s brand and empowers people to make the right investment choices. According to an independent Keynote study, favorable prospect impressions of the Schwab brand went from 29 percent to 59 percent after reviewing the site. And these prospects were five times more likely to open a new account.