Wall Street Oasis

We revamped the UI/UX Design for one of the largest and leading finance communities, attracting 5M+ monthly page views and serving 1M+ aspiring finance professionals.

SERVICES PROVIDED

UX RESEARCH

WEBSITE DESIGN

Platform Overview

About WSO

With 3M+ posts, 5M+ monthly page views, and 1M+ users, WSO is a one-stop destination for those looking to break into finance and fintech, offering a full spectrum of resources from research to courses and training.

Pain Points

The Challenge

WSO approached us for a full website redesign, struggling with an outdated design from 2010. The site had inconsistent visuals, poor functionality, and broken UX, leading to declining user engagement. They needed help with user and competitive research, design exploration, and A/B testing. We were tasked with creating a consistent design that would reshape the user experience and achieve the desired metrics.

Their Primary Goals

Achieve a consistent design style
Increase conversions on course landing pages
Improve the checkout experience
Grow community engagement in forums

The Target Audience

WSO is designed for anyone looking to level up and gain a competitive edge in the finance industry, whether they are aspiring professionals, seasoned experts, or job seekers.

A Lady in red coat standing by the glass smiliing

Screen shot of mentalfit app with homepage

Our Process

The Process We Followed

Discovery
Conducted user and competitive research
Explored layout options through wireframes to refine UX and finalize the design direction
Ran A/B tests on courses and pricing pages to finalize designs that led to the highest conversions
Redesigned 100+ pages to achieve a modern look
Built a unified design system for consistency across the site

We stayed committed to refining the design until it fully embodied WSO’s vision. Beginning with the Courses landing page and Home page, we tested over 20 layouts and sections. With each iteration, we continually improved until we created a design that balanced functionality with visual appeal.

1st Variation

2nd Variation

3rd Variation

4th Variation

5th Variation

Final Direction

THE OUTCOME

Redesigning Forums into Spaces for Connection and Engagement

We executed a complete 180 shift on the forums, redesigning them from a passive space to a proactive community experience. Through a multi-tiered approach, we refined commenting, reactions, and thread designs to enhance how users engage with discussions to improve retention.

By introducing industry-specific structures and a mobile-first design, we turned the forums into an interactive space that nurtures connections.

A mockup of mental fit's affirmation tab

A screenshot of routine complete page of mental fit app

Gamified Engagement

Motivating Forum Activity with Gamified Profiles, Badges, and Ranks

We redesigned Profiles and Badges to inspire users to engage more actively. Badges awarded insightful contributions, while post categories like “Funniest” and “Most Helpful” added a playful, competitive edge. Profiles offered a clear view of users’ history and achievements, creating a sense of accomplishment.

Master Your Career

Designing the Courses Landing Page to Drive Higher Conversions

To capitalize on high-intent visitors, we ran several A/B tests before coming up with the Courses page that was built for action. We created urgency with timed discounts, highlighted credibility with 25k+ students who had completed the course, positive reviews, and showcased clear career outcomes to turn exploration into conversion.

WSO Courses

A Complete Database for Acing Interviews with Financial Firms

The Company Database page offers job seekers a comprehensive prep tool to excel in interviews with top financial firms. It gives users quick access to vital company details, including history, salary reviews, interview feedback, and satisfaction ratings. Additionally, users can review real interview questions from previous candidates, empowering them with the insights needed to succeed.

Resource Hub

The Ultimate Resource Bank for Finance Professionals at Any Level

We created the Resources page to keep users equipped for every stage of their finance career. Whether they’re a student, in training, or already working, they’ll find everything from articles and salary guides to upcoming events.

A standout feature is the finance dictionary, offering clear definitions to make complex terms accessible. This page provides easy access to valuable information, paving the way to becoming polished professionals.

Student Dashboard

A Dashboard Tailored for WSO Academy’s Intensive Training

We developed the Student Dashboard to support WSO's intensive 12-week training program. The platform allows students to manage assignments, schedule one-on-one mentor sessions, track progress, and prepare for interviews.

The Race feature is a fun twist to make the course less mundane, as it pushes students to grow their LinkedIn connections during the course. It allows them to actively track their competitors in real time with a graphical display of their progress, keeping the competition pumped and lively.

Optimized Experience

A/B Testing

By A/B testing the Courses page, as well as pricing and subscription models, we refined key user touchpoints on the WSO platform. Custom data visualizations were designed to present information with clarity and impact. Together, these updates create an experience that equips users to make confident, informed decisions.
By establishing a unified design language, we maintained a seamless user experience and visual identity throughout all sections and features of the platform. This approach not only enhances usability but also reinforces the brand's aesthetic and functional integrity.

DESIGN SYSTEM

Design System

Our design system is the backbone of WSO’s consistent and unified experience. It features a global library of components, such as buttons, fonts, and text fields, that set the tone across the entire platform. This ensures every interaction is intuitive and aligns with the WSO brand.By establishing a unified design language, we maintained a seamless user experience and visual identity throughout all sections and features of the platform. This approach not only enhances usability but also reinforces the brand's aesthetic and functional integrity.

The Impact

The main idea behind WSO was to create an all-in-one financial platform that serves as a comprehensive guide for everything finance-related. With an emphasis on making learning fun and interactive, we aimed to ensure that users wouldn’t feel isolated on their journey, even while learning behind their screens. Every aspect of the design, from the overall layout to individual elements, was thoughtfully crafted to help WSO deliver an engaging user experience and achieve higher conversions.