Bull!NASDAQ

NASDAQ is the largest United States electronic stock market and second-largest stock exchange in the world. See how NavArts helped redesign and consolidate NASDAQ's three principal websites into a user-friendly experience, enabling marketing to target content to unique audience segments.

The Challenge

NASDAQ approached NavigationArts for a coordinated redesign and consolidation of its three principal websites. At the time of the engagement, NASDAQ was struggling with:

• A decentralized, siloed web configuration
• Content and functionality specific to each site, with little material targeted toward unique audience segments
• Lack of unity among sites, and lack of a single informed point from which to access all sites
• An inconsistent user experience that prevented users from understanding NASDAQ and the products and services available to them

 Project Results Included:

• Created a consistent user experience for all audience segments
• Enabled content reuse across all NASDAQ web properties
• Enhanced product up-sell and monetization of site content
• Aligned NASDAQ digital strategy with overarching business strategy
• Developed a complex template system with extensive reuse of images and CSS classes
• Simplified integration with legacy CMS through dictation of page layout, template and content class

The Solution

The overall strategy for the new NASDAQ website began with the creation of a single homepage to serve as the primary point of entry for all audiences. NavigationArts' information architects then developed a dual navigation system:

• Audience-based, which enables users to quickly understand NASDAQ's value proposition
• Topic-based, which enables individual users to develop a comprehensive understanding of NASDAQ's products, services, structure, and governance

The Client

Founded in 1971, NASDAQ is the largest U.S. electronic stock market and second largest stock exchange in the world.