Colonial Filings
Website Design
Practices
Data-Driven Design, Brand Style
Colonial Filings provides filing services mainly for IPO and public companies. As an intern, I designed the website to build trust and drive marketing growth, resulting in a 11.7% lift in CTA click-through rate.
Colonial Filings provides filing services mainly for IPO and public companies. As an intern, I designed the website drive marketing growth, resulting in a 11.7% lift in CTA click-through rate.
Colonial Filings provides filing services mainly for IPO and public companies. As an intern, I designed the website to build trust and drive marketing growth, resulting in a 11.7% lift in CTA click-through rate.
Role
UX Designer
Time
Jun-Sep 2025
Type
Jun-Sep 2025
Practices
Data-Driven Design, Brand Style
Type
Website Design
Practices
Data-Driven Design, Brand Style
Background
Colonial Filings provides SEC filing services primarily for IPO and publicly traded companies. In a highly competitive market, the company aims to increase CTA conversion rates by creating a professional, trustworthy website.
Background
Colonial Filings provides SEC filing services primarily for IPO and publicly traded companies.
In a highly competitive market, the company aims to increase CTA conversion rates by creating a professional, trustworthy website.
Background
In a highly competitive market, the company aims to increase CTA conversion rates by creating a professional, trustworthy website.
Why Website Matters?
It's the digital FRONT DOOR,
shaping FIRST impressions of the company!
Why Website Matters?
It's the digital FRONT DOOR,
shaping FIRST impressions of the company!
It's the digital FRONT DOOR,
shaping FIRST impressions of the company!
My Impact
Designed the 24-page website, achieving a 11.7% increase in CTA rate (from 1.7-1.9%) and 90% user satisfaction.
My Impact
Designed the 24-page website, achieving a 11.7% increase
in CTA rate (from 1.7-1.9%) and 90% user satisfaction.
My Impact
Achieving a 11.7% increase in CTA rate (from 1.7-1.9%) and 90% user satisfaction.
What is the Problem?
Design Highlights
1. A easy-to-follow structure
👇 Use question-driven guidance (What → When → How) to address clients’ key concerns.
👇 Use question-driven guidance (What → When → How) to
address clients’ key concerns.
👇 Use question-driven guidance
(What → When → How)
to address clients’ key concerns.
👇 Use step-by-step visuals to simplify complex filing rules for clients.
👇 Use step-by-step visuals to simplify
complex filing rules for clients.
2. Data-Driven Design Iteration
Our design approach is data-driven. For instance, the iXBRL service page—one of our key pages—was iterated three times based on performance data.
V1 - The extremely simplified page
V1 - The extremely simplified page
V1 - The extremely simplified page
Assumption
Assumption
Assumption
Simplicity conveys our professionalism
Design Strategy
Design Strategy
Design Strategy
• Icons combined with text provide visual guidance
• Different background colors improve readability
• Icons with text provide visual guidance
• Different background colors improve readability
Results
Flat
V2 - Enhanced with Images
V2 - Enhanced with Images
V2 - Enhanced with Images
Assumption
Assumption
Assumption
Adding images can better engage users.
Design Strategy
Design Strategy
Design Strategy
Use real-life imagery related to each service
enhance visual impact.
Use real-life imagery related to each service
enhance visual impact.
Results
0.2% lift (not significant)
👂🏻 Listen to the Users
Since the previous design yielded poor results, we conducted a small study with our current clients.
Since the previous design yielded poor results, we conducted a small study
with our current clients.
Since the previous design yielded poor results,
we conducted a study with our current clients.
73% said
" We want to see more
convincing materials" 👀
V3 - Real Work Showcase Page
V3 - Real Work Showcase Page
V3 - Real Work Showcase Page
Assumption
Assumption
Assumption
Displaying real deliverables can increase credibility.
Display real deliverables can increase credibility.
Design Strategy
Design Strategy
Design Strategy
Use actual work visuals to emphasize expertise
and transparency.
Use actual work visuals to emphasize expertise
and transparency.
Results
8.7% lift
3. A Clear and Actionable CTA
This design emphasizes a prominent “Get Started” button and a clear CTA section
to guide users toward immediate action.
Next Projects
Next Projects
