Discovery Readout

28 JUNE 2024

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NIXON PEABODY TRUST COMPANY

Today’s Presentation Will Cover:

AGENDA

Approach

01

Results and Recommendations

02

Opportunity Summary

03

Next Steps

04

NPTC | WEBSITE REDESIGN

onenorth.com

We’ve completed Discovery

OUR APPROACH

NPTC has engaged One North to create a new and improved website. Having completed the discovery phase, we’re pleased to present to you our findings for the new site.

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Discover

Conduct research activities to inform needs and prioritization for next version of site.

Define

Use the findings and recommendations from Discover to inform wireframes and content recommendations.

Launch

Coordinate/plan launch activities and  launch the new website.

Today

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04

Design

Use the outputs from Define to create front-end UI designs and functional specs.

Develop

Build out and test the new website, ensuring that the design, experience, and technology all operate seamlessly.

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NPTC | Website Redesign

onenorth.com

Approach

Research Activities

APPROACH

NPTC | WEBSITE REDESIGN

UX Audit

Review current website for functionality, accessibility, and user flow.

Content Strategy Deliverables

Craft the core content strategy statement to serve as the North Star for the new NPTC site. Plus, a ROAM analysis for each page to ensure pages are strategic and intentional.

Competitor Review

Explore opportunities for improving and distinguishing the digital experience.

Content Strategy Audit

Review current website for positioning, performance, and readability.

Stakeholder Discovery Workshop

Align on business goals and objectives.

Site Performance

Investigate SEMRush and Google Analytics to understand site performance and opportunities for optimization.

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Methodology

APPROACH

UX Audit

Competitive Analysis

• From a UX perspective, we reviewed the current NPTC site for functionality, navigation, accessibility, and user flow.

• Content Strategy reviewed the NPTC with a focus on messaging, accessibility, and performance.

NPTC | WEBSITE REDESIGN

Content Audit

• Content and UX reviewed the selected competitor sites, with attention to positioning, template use, content, usability, and thought leadership.

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Methodology Continued

APPROACH

Business Strategy and Goals Workshop

Content Workshop

• Together with stakeholders from NPTC, we worked through establishing SMART goals, defined the audience, and began a review of the competitors. This helped us to frame our overall recommendations.

• The workshop helped identify page objectives, actions we want users to take, and the impression we want to make about NPTC. This serves as a North Star to craft wireframes.

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NPTC | WEBSITE REDESIGN

onenorth.com

Results and Recommendations

Celebrating a modern, client-centric trust company

EXECUTIVE SUMMARY

NPTC has an opportunity to embrace its culture of supporting and empowering clients.

The path forward requires updates across different disciplines: content strategy, user experience, and design. For the NPTC site to find success, we embrace the positioning that NPTC is a modern trust company that cares for its clients’ success.

Storytelling & Positioning

Through copy editing and creating thought leadership content, NPTC can more clearly present their value, their history, and their client focus.

Experience & Performance

NPTC’s site needs to be easier to find and easier to use. We’ll review analytics and SEO metrics for search, and UX heuristics for site recommendations.

Look & Feel

NPTC’s site needs updated visual styling across the board. While staying in the constraints of brand, we’ll push the limits of design to create a more dynamic and engaging site experience.

NPTC | WEBSITE REDESIGN

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onenorth.com

Through copy editing and creating thought leadership content, NPTC can more clearly present their value, their history, and their client focus. 

STORYTELLING & POSITIONING

The new site should demonstrate NPTC’s �values & the culture of client care.

STORYTELLING & POSITIONING

Prospective clients want to feel confident and supported.

• At a macro level, the strong competitors in the space offer a more client-focused site with language like:
• "A decidedly human approach to managing wealth." - Ballentine
• "It’s about the life you want to live. And the legacy you want to leave." - Fiduciary Trust
• "We take care of the messy details, so you don't have to." - Abacus
• With a modern look and feel and diverse photography, these competitors welcome the future of wealth management.
• NPTC has an opportunity to move into that top quadrant and compete with these companies.

NPTC | WEBSITE REDESIGN

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The new content must be human, conversational, �and accessible so clients can build trust in NPTC.

STORYTELLING & POSITIONING

Workshop feedback stressed the importance of client care.

• It must be easy to navigate, easy to understand, and quick. It needs to be conversational, educational, and accessible. It must instill trust and confidence in users.
• The new version of the site needs more content—more pages and more words. This gives NPTC more touch points to tell this collaborate and encouraging story.
• The site will meet "users where they're at" and humanize the process.

NPTC | WEBSITE REDESIGN

onenorth.com

Making content accessible is the most �basic way to show empathy for your users.

STORYTELLING & POSITIONING

Beyond storytelling, accessibility ensures client care.

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• In our content strategy audit, we found errors on the back-end that would negatively impact users finding your site on a search engine. 
• Most pages have the same page title, which negatively impacts page rank. Page titles mismatching URL slugs also impacts performance.
• Plus, with missing meta descriptions, search engines can't read the page. 
• On the front-end, reading levels are very advanced and reading ease scores are low. This means your copy is not accessible to most users. The new site should aim for an 8th grade reading level. 

NPTC | WEBSITE REDESIGN

onenorth.com

Create a connected, guided journey—�reinforcing care for your users.

STORYTELLING & POSITIONING

The new site needs a clear, easy journey.

• Just as NPTC looks around corners and builds trust with their clients, so should the website. 
• Create low-effort points of engagement to connect prospective clients to NPTC—ideally a contact module at the footer of each page, or a subscribe module for thought leadership pages.
• Help users find what is relevant to them. Use clear CTAs, organized page hierarchies, quick guidance copy, and filters to help guide users.

NPTC | WEBSITE REDESIGN

onenorth.com

The NPTC site should guide users at every step of their journey from prospective client to client. On page navigation and CTAs will help drive users to sign up and enter the NPTC ecosystem.

EXPERIENCE & PERFORMANCE

Enhancing the front & back end experience

EXPERIENCE & PERFORMANCE

Creating a more user-friendly back end for site management will allow for NPTC to become more active in content creation.

• Site elements should be intuitive to use and large enough to be easy for both desktop and mobile.
• Components will be made easy to select and edit on the back end while also aligning with familiar UX patterns for end users.
• The selected components will also provide flexibility for NPTC to build the page templates they need.

On the front end, users should have a seamless experience when using the site and searching for it.

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• Ease of use should be kept top of mind for both front and back-end users. 
• Considering search and SEO, back-end management should reinforce SEO best practices so users on the front end can find NPTC easily.

NPTC | WEBSITE REDESIGN

onenorth.com

Utilize interactions to inform and direct

EXPERIENCE & PERFORMANCE

Every page should guide a user towards making a decision or taking an action.

• Moments of interaction should be used to empower users to make choices.
• Big CTAs and moments for action are key to utilizing on page navigation and guide a user on their journey through the site.
• Use multiple low-risk entry points to get new users to ease users into a relationship with NPTC.
• Implement interactive contact forms to get sign ups.

NPTC | WEBSITE REDESIGN

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Measurement to achieve goals

EXPERIENCE & PERFORMANCE

To understand the performance of content, drive traffic to the website and then track who's coming.

• Set up tracking and analytics to gage audience interaction and gather insights on audience demographics.
• Use tracking to understand what content is resonating with audiences and adjust as needed.
• The current site has an authority score of 15 out of 100. �We can greatly increase that score by focusing on quality backlinks and increasing monthly traffic, for example.
• Google Analytics shows most site traffic comes through direct traffic and organic search. By fixing site errors and optimizing the site, we can ensure users have an easier time searching for NPTC and further increase site authority.

NPTC | WEBSITE REDESIGN

onenorth.com

The NPTC site needs updated imagery, an updated utilization of the new NP brand elements, as well as the inclusion of interactive moments such as motion and better use of visual hierarchy. Considering these elements will help to create a more modern site. 

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LOOK & FEEL

Using the brand as a guide

LOOK & FEEL

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Color is based in using a simplified color palette.

• Use of white space and minimal text design helps pages to breathe with heavier content
• Color is used to highlight and bring attention to certain elements

NPTC | WEBSITE REDESIGN

Imagery is sophisticated, dynamic, but minimal.

• Imagery is typically desaturated and has a mix of closeups and wider shots of different business subjects
• Illustration and iconography is minimal and used sparingly to keep design sophisticated

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Updating the relation to the brand

LOOK & FEEL

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Imagery creative direction needs to change.

Color, typography, and visual treatments need to align with current brand design elements.   

• Current imagery has a focus on hands to show �client/associate interactions
• Imagery direction can show a variation in photos that match the brand direction

NPTC | WEBSITE REDESIGN

• Current design elements follow defunct brand direction
• Color, typography, and visual patterns need to utilize the Nixon Peabody updated brand guidelines

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Using hierarchy & interactivity

LOOK & FEEL

Imagery and design elements need to be more impactful.

• Hierarchy of imagery, components, and color usage can be pushed to create a more dynamic experience while maintaining the sophisticated feel of the site
• Scale and grid placement of certain objects can be utilized to create more visual energy

NPTC | WEBSITE REDESIGN

Micro interactions and motion can be used to create dynamism.

• The current site has little to no usage of micro interactions such as hover states, component load animations, etc.
• Bringing in the use of transitions and ambient video for backgrounds and certain components can help grab user’s attention

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Looking Ahead

Opportunity Summary

LOOKING AHEAD

Immediate Actions

• Begin working towards goals: thought leadership hub, appealing to younger audience, admin-friendly and easy-to-use site, be a strong competitor.
• Wireframes for homepage and flexible template, with up to 12 common components
• Detailed copy documents, with content guidance, SEO best practices, and strategic recommendations
• Design directions pulling in brand guidelines
• Continue progress with build phase

North Star

• More page templates, such as a bio template and thought leadership detail pages
• More functionality, such as more custom forms and interactive components
• Scale the website with more advanced landing pages for thought leadership and professionals—consider things like search and filters

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NPTC | WEBSITE REDESIGN

onenorth.com

Next Steps

NPTC to give feedback on content strategy deliverables by 7/3 

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One North team to start wireframe creation on 7/1 

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Decision on Bio page linking by EOD 7/2 

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Wireframe presentation 7/8

NPTC | WEBSITE REDESIGN

LOOKING AHEAD

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Thank you.

One North is a full-service digital agency helping businesses solve complex problems in creative ways. We’re makers, technologists and relationship builders guiding you toward what’s next.

Unlike traditional agencies, we stitch together a deep level of expertise across disciplines so that we can do the work of multiple teams. With capabilities in brand and communications, digital experience, technology and infrastructure, and optimization and insights, we can take on any challenge. ��One North is a TEKsystems company. For more information �visit onenorth.com.

Appendix

Deliverable details

APPENDIX

NPTC | WEBSITE REDESIGN