etf.com
Redesigning a Leader in Financial News
etf.com is the single source for ETF Intelligence and has been a critical player in the financial news world. While at Ruckus I spearheaded the brand refresh and platform redesign, focusing on improving the UX/UI of the site and providing users with a library of useful tools to help them navigate the ETF world.
Inspired by newsprint and financial periodicals, etf.com’s redesign centers around the idea of bridging the gap between traditional finance and emerging tech. In keeping with the newspaper theme, serif typography is utilized for headers and distinct green overlay (similar to that used in US currency) is used to draw users to specific information.
The UX strategy of the redesign focused on the idea of site stickiness. Users are able to ‘favorite’ contributors and topics, triggering daily email updates based on preferences. etf.com is also smart, meaning related content will be dynamically shown to the user when in a specific section of the site.
Maintaining areas for ad space was also super critical for the client. I worked closely with the internal sales team at etf.com to identify where and when to create monetization opportunities by integrating spaces within each section for dynamic ad units and sponsored content.
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Financial Tools at your Fingertips
Homepage Ticker Crawl: Allows users to see the biggest daily market movers at-a-glance.
ETF Screener: Allows users segment ETFs by filter and parameters. Information populates a table where users can compare things like Fund Basics, Performance, Fund Flows, Analysis, Fundamentals, ESG Data or create a Custom Table.
ETF Fund Flows: This tool allows users to input a Ticker, Start Date and End Date in order to see daily fund flows for that ticker.
Compare ETFs: This tool allows a user to select 2 tickers and compare them against a series of variables. The tool also generates chats and data for review.
Stock Finder: This tool allows users to search a stock ticker and see all the ETFs that carry that stock.
