Designing Clarity and Connection for HPartners
Designing Clarity and Connection for HPartners
Through a vibrant and aesthetic focused redesign, I helped HPartners generate high-quality leads, and connect people to the right financial advice, without the cold corporate vibe.
Through a vibrant and aesthetic focused redesign, I helped HPartners generate high-quality leads, and connect people to the right financial advice, without the cold corporate vibe.
Through a vibrant and aesthetic focused redesign, I helped HPartners generate high-quality leads, and connect people to the right financial advice, without the cold corporate vibe.
Role and Team
Role and Team
As part of Strong Digital’s design team, I contributed to the end-to-end redesign of HPartners’ website
Role: UX/UI Designer
Team: Me (Design), 2 Developers, 1 PM, Director (Senior Designer)
Duration: [May – July, 2025]
Tools: Figma, Octopus, Photoshop, Zeplin, Basecamp
Status: Live
As part of Strong Digital’s design team, I contributed to the end-to-end redesign of HPartners’ website
Role: Junior UX/UI Designer (Intern)
Team: Me (Design), 2 Developers, 1 PM, Director (Senior Designer)
Duration: [May – July, 2025]
Tools: Figma, Octopus, Photoshop, Zeplin, Basecamp
Status: Approved design, In Development
The Challenge
The Challenge
Here are some key issues that hindered user engagement and failed to support HPartners’ business goals.”
Here are some key issues that hindered user engagement and failed to support HPartners’ business goals.”
Here are some key issues that hindered user engagement and failed to support HPartners’ business goals.”
Weak lead generation with unclear calls-to-action.
Advisor specializations were hidden or unclear.
Generic corporate look with no brand personality
Unclear brand values, making finance feel intimidating
Weak lead generation with unclear calls-to-action.
Weak lead generation with unclear calls-to-action.
Weak lead generation with unclear calls-to-action.
Advisor specializations were hidden or unclear.
Advisor specializations were hidden or unclear.
Advisor specializations were hidden or unclear.
Generic corporate look with no brand personality
Generic corporate look with no brand personality
Generic corporate look with no brand personality
Unclear brand values, making finance feel intimidating
Unclear brand values, making finance feel intimidating
Unclear brand values, making finance feel intimidating
Research
Research
Target Audience
Target Audience
HPartners serves a wide range of individuals at different financial life stages, from young professionals starting their journey to retirees securing their legacy. Unlike traditional advisory firms that focus heavily on high-net-worth individuals or corporate clients, HPartners aims to be accessible, jargon-free, and highly tailored to each person’s unique financial needs.
HPartners serves a wide range of individuals at different financial life stages, from young professionals starting their journey to retirees securing their legacy. Unlike traditional advisory firms that focus heavily on high-net-worth individuals or corporate clients, HPartners aims to be accessible, jargon-free, and highly tailored to each person’s unique financial needs.
HPartners serves a wide range of individuals at different financial life stages, from young professionals starting their journey to retirees securing their legacy. Unlike traditional advisory firms that focus heavily on high-net-worth individuals or corporate clients, HPartners aims to be accessible, jargon-free, and highly tailored to each person’s unique financial needs.
Personas
Sarah
James
Linda
Arthur
The Young Professional (First time Investor & Wealth Builder)
The Young Professional (First time Investor)
The Family Provider (Mortgage & Future Security Focused)
The Family Provider (Mortgage & Future Security Focused)
The Pre-Retiree (Maximizing Super & Retirement Income)
The Pre-Retiree (Maximizing Super & Retirement Income)
The High-Net-Worth Investor (Seeking Optimization
& Asset Protection)
The High-Net-Worth Investor (Seeking Optimization
& Asset Protection)
Sarah
The Young Professional (First time Investor & Wealth Builder)
James
The Family Provider (Mortgage & Future Security Focused)
Linda
The Pre-Retiree (Maximizing Super & Retirement Income)
Arthur
The High-Net-Worth Investor (Seeking Optimization
& Asset Protection)
Key features of the personas
1. Age Range: Primarily 30-65+, but services cater to all adult life stages.
2. Financial Needs: Superannuation, investment planning, wealth growth, homeownership, tax efficiency, estate planning.
3. Pain Points: Financial confusion, decision paralysis, lack of tailored advice, feeling overwhelmed by corporate financial institutions.
4. Key Motivations: Seeking clear, understandable guidance, long-term security, financial growth, and expert insights they can trust.
5. Decision Factors: Personalised service, ease of understanding, advisor expertise, credibility, and trustworthiness.
Key features of the personas
1. Age Range: Primarily 30-65+, but services cater to all adult life stages.
2. Financial Needs: Superannuation, investment planning, wealth growth, homeownership, tax efficiency, estate planning.
3. Pain Points: Financial confusion, decision paralysis, lack of tailored advice, feeling overwhelmed by corporate financial institutions.
4. Key Motivations: Seeking clear, understandable guidance, long-term security, financial growth, and expert insights they can trust.
5. Decision Factors: Personalised service, ease of understanding, advisor expertise, credibility, and trustworthiness.
Key features of the personas
1. Age Range: Primarily 30-65+, but services cater to all adult life stages.
2. Financial Needs: Superannuation, investment planning, wealth growth, homeownership, tax efficiency, estate planning.
3. Pain Points: Financial confusion, decision paralysis, lack of tailored advice, feeling overwhelmed by corporate financial institutions.
4. Key Motivations: Seeking clear, understandable guidance, long-term security, financial growth, and expert insights they can trust.
5. Decision Factors: Personalised service, ease of understanding, advisor expertise, credibility, and trustworthiness.
Sitemap & Website Wireframes
Sitemap & Website Wireframes
To fix the above-found issues and implement new design features, we started by designing a sitemap which maps the customer journey and key touchpoints, then brought it to life with simple wireframes using Octopus to test structure and flows early. Together, these formed the blueprint for a web design crafted to connect with HPartners’ audience."
Here are some of the key wireframes:
Here are some of the key wireframes:
Setting Visual Direction/ Mood Boards
Setting Visual Direction/ Mood Boards
To set a clear visual direction ensuring all design elements work together and align with the project’s aesthetic, we used mood boards, to communicate the intended look and feel, kept the team aligned, and streamlined the process across various themes. This step also served as a creative springboard, inspiring fresh ideas and innovative solutions through exploration of different visual styles.
To set a clear visual direction ensuring all design elements work together and align with the project’s aesthetic, we used mood boards, to communicate the intended look and feel, kept the team aligned, and streamlined the process across various themes. This step also served as a creative springboard, inspiring fresh ideas and innovative solutions through exploration of different visual styles.
To set a clear visual direction ensuring all design elements work together and align with the project’s aesthetic, we used mood boards, to communicate the intended look and feel, kept the team aligned, and streamlined the process across various themes. This step also served as a creative springboard, inspiring fresh ideas and innovative solutions through exploration of different visual styles.
Based on the research and personas, we came up with 3 different themes for the mood boards to present to the client.
Based on the research and personas, we came up with 3 different themes for the mood boards to present to the client.
Based on the research and personas, we came up with 3 different themes for the mood boards to present to the client.
The final mood board "Dynamic and fresh" was chosen by the client as the theme for their new website.
The final mood board "Dynamic and fresh" was chosen by the client as the theme for their new website.
The final mood board "Dynamic and fresh" was chosen by the client as the theme for their new website.
Final Design
Final Design
Here are some of the prominent screens from the newly designed website.
Here are some of the prominent screens from the newly designed website.
Here are some of the prominent screens from the newly designed website.
A dynamic and fresh family oriented outlook along with calls to action.
A dynamic and fresh family oriented outlook along with calls to action.
A dynamic and fresh family oriented outlook along with calls to action.
Customer success stories along with information resources for trust building
Customer success stories along with information resources for trust building
Customer success stories along with information resources for trust building
Advisor specializations emphasised for a customer connect
Advisor specializations emphasised for a customer connect
Advisor specializations emphasised for a customer connect
Mobile Responsive screens
Mobile Responsive screens
Takeaways
Takeaways
I learned to prioritize effectively when balancing business goals with usability under tight deadlines. By following the design patterns and visual direction set by the senior designer, I maintained consistency while delivering impactful improvements. Working within these constraints pushed me to adapt quickly, ask the right questions, and stay curious about the reasoning behind design choices. This strengthened both my design thinking and ability to contribute meaningfully as part of a team.
I learned to prioritize effectively when balancing business goals with usability under tight deadlines. By following the design patterns and visual direction set by the senior designer, I maintained consistency while delivering impactful improvements. Working within these constraints pushed me to adapt quickly, ask the right questions, and stay curious about the reasoning behind design choices. This strengthened both my design thinking and ability to contribute meaningfully as part of a team.
Acknowledgements
Acknowledgements
I’d like to give credit to the senior designer for mentorship and clear guidance throughout the project.
All rights to the project and its design are owned by
I’d like to give credit to the senior designer for mentorship and clear guidance throughout the project.
All rights to the project and its design are owned by
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