In a cut-throat financial world, performance matters.

Despite its leading reputation, financial margin trader City Index had one of the worst performing sites in their sector, based on customer engagement, usability and conversion. The performance of the site needed to be assessed and recommendations made to a new site redesign to bring them back to the top of their game.

Research and analysis

To get a clear understanding of what needed to be done, we had to understand why users weren’t engaging with the site.  We carried out our research including interviewing a number of stakeholders, compiling analytics data to understand user behaviour and discussing with customer services to identify where users were having problems

Requirements Capture and Information Architecture

Based on empirical findings we applied best practice to develop a requirements specification and a new Information Architecture and wireframes based on what customers actually needed, and offered support and guidance to them to help them engage with the site and apply for an account online.

A new user-centric form was redesigned based on user findings

A new user-centric form was redesigned based on user findings and guide users to completion

Application Form Redesign

A more user-centred account application form was also redesigned to make it easier to complete and offer more active guidance throughout the process.


Within the first month the site had seen  online account applications improve by 900%. User engagement had improved significantly in terms of bounce rate reduction and time on site and behaviour on content.

  • Information Architecture

  • Requirements Capture

  • User Centred Design

  • Wireframing


City Index


Redevelop City Index’s site and online trading account application based on user-centred design, requirements capture and empirical Information Architecture.

Tools and methods

Requirements capture and stakeholder interviews, Information Architecture and wireframing.


Account applications increased by 900% within the first month due to improved user-centred design and engagement.