270 million visitors per year
to a website ranked #93 in the world for organic traffic (Rank Ranger, October 2019)
Staying ahead of the UX curve requires forecasting an optimal intersection point between design, technology, and user needs. When our highly ranked global currency site first indicated a slight decline in desktop traffic, we did not take a wait-and-see approach to respond to the shift in usage habits. With mobile tech gaining momentum and Google's introduction of their top-of-search currency converter, we needed to be proactive.
I led the creation of two responsive versions of the site–one for desktop viewing and another for mobile viewing–to allow for features like touch screen capability. This ensured the site would be fully responsive on different platforms and devices. We also leveraged this design opportunity to integrate other user-friendly elements, like a "Smart Search" to predict user searches and simplify currency converter interaction. And, we introduced a flexible right-side column to support ad sizes and site–mirroring for languages read from right to left. Finally, my design and front-end team worked with UI engineering and development to make the site accessible and widen reach.
There was an exponential increase in traffic and money transfers, as well as a 40% drop in bounce rate.Not only did the "mobile first" redesigned site regain lost market share, but there was an exponential increase in traffic and money transfers, as well as a 40% drop in bounce rate. Site usership and brand recognition were so high, in fact, that the company received multiple corporate acquisition offers. The site was also ready years before Google began boosting the ratings of mobile-friendly websites. As of October 2019, the site is ranked #93 in the world by Rank Ranger for organic traffic.