Cozad Asset Management

Summary

The Client

Cozad Asset Management
Champaign, IL

Services

User Interface Design
User Experience Design
User Research & User Flows
Wireframing
Web design
WordPress Development
SEO

Mission

Cozad Asset Management approached us with a clear goal: redesign their website as their team transitioned into a new era of leadership. The platform needed to feel modern and human while reinforcing their long-standing credibility in the financial space. Their original website lacked clarity, compelling storytelling, and actionable pathways for users. There were no strong calls-to-action, and key pages like “About” felt sparse—leaving users uncertain about why they should trust Cozad over large competitors like Chase or Edward Jones.

Contributions

As the Lead UX Designer, I took this project through every stage of the web design process—from user research and journey mapping to responsive design in Figma for both desktop and mobile. I then developed the final site in WordPress, bringing the approved design to life. The result is a fully functional, user-centered experience that aligns with the brand’s goals and user needs.

The Process - Step 1

Website Analysis

A key challenge in this project was evolving the client’s visual identity from that of a small, local financial institution to one that aligned with the expectations of high-net-worth individuals. To guide this shift, I conducted a competitor analysis—reviewing both local institutions like U of I Credit Union and national leaders such as JPMorgan and Charles Schwab to benchmark design standards, tone, and credibility cues.

In parallel, I audited the existing website, identifying gaps in page load performance, SEO structure, content hierarchy, and accessibility. I provided actionable recommendations to improve user flow and elevate the site’s presence—positioning the brand as a trusted partner for a more sophisticated audience.

Key Considerations:

Visual Design

Information Architecture

WCAG Compliance

CMS Integration

Conversion-Oriented UX

SEO Optimization

The Process - Step 2

Design + Prototyping

This redesign marked a strategic shift for the client—moving from a modest, community-focused feel to a sophisticated digital presence tailored to high-net-worth individuals. A core part of this process was understanding the audience’s expectations and visual cues that build trust, luxury, and expertise.

To reflect this, I introduced a deep-to-bright green gradient to signal financial growth and optimism, along with animated circular elements to add a modern, tech-forward feel. One major branding recommendation was shifting their typography from Gill Sans to Inter—a cleaner, more contemporary typeface that elevated the institution’s digital credibility.

Using Figma, I developed a high-fidelity prototype showcasing interactions, animations, and user flows. We began with the homepage and extended the system into About, Services, and service-line pages, ensuring a consistent and scalable design system across the site.

The Process - Step 3

Web Development

With the client set to maintain the website internally, I prioritized a user-friendly WordPress build that balanced flexibility with ease of use. All modules were designed with a content editor in mind, making it intuitive for non-technical staff to update text, images, and pages as needed. One major functionality upgrade involved restructuring the contact experience. Instead of using generic email links, I developed a smart inquiry system that auto-routes submissions to the correct service-line leader based on page context. This helped reduce back-and-forth communication and ensured key information was captured from the start—saving time and improving accessibility for both the internal team and prospective clients.

The Process - Step 4

QA + Launch

Once development was complete, I collaborated closely with the client’s Compliance Officer to ensure all copy met legal and regulatory standards. I also led a QA review across devices and browsers to resolve issues like broken links, layout inconsistencies, and responsive behavior.

The site launched smoothly, and feedback from the client emphasized both the quality of the process and the elevated outcome. Since launch, I’ve continued supporting the brand through expanded deliverables including brochures, mailers, and a full brand guide—building from the creative foundation established during the website redesign.