Modernising Global X: Intuitive Investing Meets Innovation
UX Strategy / UX/UI Design / Website Development
Background
Global X ETF Australia aimed to transform a complex and confusing online presence into a sophisticated, modern, and engaging digital experience tailored for two distinct audiences—retail investors and financial advisors. The goal was to educate users on complex investment products intuitively while improving content discoverability, SEO, and technical performance.
Insight & approach
Through stakeholder interviews, customer research, and UX analysis, key friction points in the user journey were identified.
This insight informed a tailored and audience-centric experience with streamlined navigation and enhanced on-page usability, supported by accessible and consistent cross-platform design patterns.
Modular and scalable
The creation of a moduler, flexible and reusable design system provides the foundation for an adaptable and scalable platform able to respond to a rapidly evolving market and investor needs while maintaining the integrity of the Global X brand.
Outcome
The result is a reimagined digital experience that is intuitive, flexible, and scalable.
One that removes complexity and supports meaningful engagement and measurable business value. This platform quickly set a new benchmark within the Global X network for design excellence, embodying a sophisticated user-friendly investment journey.
“We are pleased to have launched our new website that was built in partnership with GHO. The site’s clean aesthetic, intuitive navigation, and purposeful layout are a direct reflection of GHO’s deep understanding of user experience and design principles. The team worked closely with us to successfully translate complex investment information into a digital experience that feels accessible, modern, and highly functional. Every element from the product architecture to the mobile experience has been crafted with precision. We’re proud to have a digital presence that truly reflects the sophistication of our brand.”
Natalie Jollow
Head of Marketing, Global X