Annaly Capital Management, Inc. is a leading diversified capital manager that invests in and finances residential and commercial assets.
Site Redesign
Challenge:
Annaly wanted to find a better way to communicate their strategy to the market, while also integrating their company’s values into the overall narrative. They wanted to be perceived as a global and progressive company, whereas the old design was primarily focused on their rich Irelandic heritage.
The wesite had to meet WSAG 2 AAA level compliance.
Solution & process:
Annaly’s mission and values are based on the 3 P’s: Power, Proven, and People. In order to convey this in design, I ran two workshops with Annaly’s team. The first one was aimed to define imagery, that would effectively communicate each of three pillars. On the second workshop, we reviewed a number of website layouts and voted for elements, that would help Annaly to appear as a global, progressive and dynamic company.
The workshop findings helped me to shape a design concept, that was quickly approved by Annaly’s team and well received by the audience.
Results:
21% Increase in overall page views
36% Increase in users
16% Increase in average time spent on page
29% Increase in page views to "Our Company" page
83% Increase in page views to /responsibility subfolder
71% Increase in unique page views to /responsibility subfolder
76% Increase in total page views to /our-businesses subfolder
Results:
I led design and oversaw development of this project. I collaborated with Arend Kooij, the digital strategist.
www.annaly.com ︎︎︎
Process Process Process Process Process
Annaly’s team during a photgraphy workshop.
Photography and layout workshops findings.