Pershing Case Study

Pershing provides business solutions and operational support for Broker-Dealers, Registered Investment Advisors, and Hedge Funds.

From 2007 to 2008, I served as the User Experience Lead for the Pershing redesign.

Prior to this redesign, the entire Pershing web presence consisted of 20 web pages spread out across three different URLs.

Key Questions

• How do we create a unified web presence while still addressing the unique needs of Pershing's three market segments?
• How do we transform Pershing's brand from "stodgy financial institution" to "innovative thought leader"?
• How do we craft promotional web content for a tightly-regulated industry.
• How do we market to financial executives when our own user research tells us that most of their decision-making is done offline?

Project Highlights

• Developed 15 wireframes to improve information design.
• Identified 8 personas to express key user types and need states.
• Developed a strategy to showcase Pershing's thought leadership and to drive qualified lead capture.
• Conducted more than 100 user interviews C-Level and Senior VP-level financial services executives.
• Conducted two rounds of usability testing on a clickable prototype

The Results

Pershing.com launched in July of 2008. Pershing is now able to leverage the digital channel to promote its thought leadership and to engage financial services professionals at all levels, from the Operations Desk to the C-Suite.