Extensive IA and website review, new sites and campaign launch

Client The World Gold Council

Sector Finance

Ear worm Spandau Ballet

  • Review the significant site ecosystem IA

  • New wires for template pages

  • Campaign & strategy sites

The majority of my work on this project is still under wraps until it’s officially launched. Until then here’s a few short testimonies from my colleagues:

“Thanks for the great work.”
— James Spake, Global Head of Digital Marketing, WGC
“It’s been great having your calm approach on the job.”
— Louise Kirk, Project Manager, AKQA
“I’ve loved working with you, you’re super smart and cultured and cool.”
— Laura Beretti, Senior Art Director, AKQA

The World Gold Council work to ensure gold remains a topical, attractive investment option

I started by looking at the WGC’s (World Gold Council’s) key sites - Gold.org and Goldhub and if they met the user need. I began the same week as a talented Marketing Strategist and we worked closely on:

  1. Interviewing the WGC team and institutional investors - who invest on behalf of other people, usually large amounts

  2. Sharing key research insights

  3. Working out acronyms and words like ‘fiduciary’

    This strategy/ux approach meant I had an insight and leverage into the overall campaign, and the strategy team could input to my interviews and early wires.

Over the course of the project:

  • I audited and reviewed of all the WGC’s websites (11 in total) - in order to consolidate and simplify

  • A new, complete site map creation and key page prototypes

  • Led workshops, quant and qual research and UX client presentations

  • Completed a competitor review

  • Joined the creative team to prototype new interactives (see below)

Goldhub homepage wireframe

 

Invest.gold

This project is live and was the first release of the campaign. I worked on the updates to the site, here’s my wireframe progress of the two pages and the live site.

Understanding gold

Gold is amazing but overlooked. It’s historical significance and surprisingly, its application in today’s cutting edge technology is profound. As part of my UX work I created mock ups of interactives that would pique interest in the commodity.

 

Four images - the spaceman is a depth slider, you spin the globe and click on the gold places of interest

These are wireframes for a ‘retail investor’ site, who need more guidance than the average WGC user/investor. Also a page celebrating gold and it’s impact that I pitched to the creative director.

 
 

Video site - discovery stage

Still from my interactive prototype that on rollover show the image uncovering a gold element ‘underneath’ the image, linked to the subject.

The robotic arm would follow the cursor or finger.

 

Here’s the TVC (TV commercial) related to the invest.gold site, voice over by Bryan Larkin :)

 

Gold photo by Laurentiu Morariu on Unsplash