First National Financial LP

B2B/B2C Website UX and UI Design
User Experience Design
Low-fidelity Prototyping
UI Design
Information Architecture


The relationship between content and visual design remains an evergreen challenge for most organizations. Do you write your content first, or do you design first? Or, do you attempt to do them simultaneously? When we began working with the organization, First National's website had plenty of valuable content. Still, as a result, pages were laden with long blocks of copy without optimization for legibility and flow.

Achieving optimal user experience is not just about the application of color, imagery, or typography. It's about how content and functionality are presented to the user in a way that makes them easy to consume. This engagement primarily focused on reimagining the nature of the content, prioritizing, and applying emphasis where appropriate. Specifically, our role in this engagement included:

  1. Defining a new information architecture for the Residential, Commercial and Mortgage Brokers sections
  2. Conducting a content audit to identify patterns and components that would naturally extend to all global content types
  3. Exploring new visual design treatments to make pages more accessible and easy to consume - with a particular emphasis to the B2C Residential Mortgages section
  4. Creating responsive UI designs for 30+ screens, depicting proposed content presentation and layouts
  5. Liaising with client and agency partner teams, front/back end developers project managers

Engagement details

We hear the "less is more" mantra repeatedly when referring to website content. While we agree in principle, I think it's less about the amount of page content and more about devising suitable patterns to make the page itself more digestible. The long-scroll template isn't going anywhere soon, and embracing it opens up tremendous opportunities to control the pace and sequence for users to consume our content.

Are you interested in learning more about linear experience design? Contact us for a complimentary presentation on linear experience design principles.


Information architecture
Axure RP
Low-fidelity prototyping
User interface design

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