Client
CMC Markets
Agency
In House
Client Brief
Redesign CMC Markets retail web offerings as well as moving forward our brand proposition.
My Role
Creative Direction
Design Direction
Design
Information Architecture
UX Design
UI Design
Content
In House Leadership (Built Capability)
Outcome
The redesign delivered a cleaner, more intuitive experience, with a streamlined site map that improved navigation and reduced duplication. The new homepage drove deeper engagement, and the interactive product tour replaced static content to make the offering clearer and more compelling. The “Markets & Data” section was adopted directly into the trading platform, while updated iconography and authentic photography strengthened brand credibility and cohesion.
Audit Old Site Map
I audited the existing site and uncovered extensive content duplication from poor SEO practices. Each page was reviewed in detail, with clear recommendations on what to remove, merge or reposition. The aim was not only to reduce clutter but to simplify navigation and align the structure with real user journeys.
New Site Map
I redesigned the site map to be streamlined and user-focused, mapping clear journeys for three key groups: new traders, switchers, and information seekers. The new structure made navigation more intuitive and ensured each user could quickly reach what they needed, improving both usability and engagement.
CMC Markets Home
I designed the homepage as a storefront, spotlighting priority instruments and campaigns to create a high-impact entry point that drives engagement.
Product Tour
I reimagined the CMC Markets product tour, replacing static images and dense text with interactive video demos across devices. SEO copy was retained but moved below the fold, creating a modern, dynamic experience that made the product clearer and more engaging for customers.
Markets & Data
I designed the Markets & Data section to balance depth with clarity, making complex information intuitive and meaningful. The product team adopted my designs directly into the platform.
Content Pages
I redesigned the content pages with a streamlined three-column layout: navigation, content, and signposting. This structure replaced the previous scattered arrangement, making information easier to navigate while supporting cross-selling and deeper engagement.
Icons
Inspired by Noma Bar, I designed hundreds of flat icons to enhance clarity and consistency. The minimalist style created a cohesive visual language that felt clean, modern and highly adaptable across the project.
Photography
I shot and replaced clichéd stock imagery with a more authentic, aspirational style that aligned with the brand, bringing credibility and energy to CMC’s visual identity.
