YCharts reimagined for what’s next

Rebuilt the marketing experience around buyer jobs, reusable WordPress modules, and motion used as wayfinding.

Fintech Growth Web 2023

Context

YCharts helps financial teams turn market data into client-ready insights. The marketing site had one job: make that value clear quickly so the right audience could self-identify, find the right story, and move to demo or trial.

We rebuilt narrative and site system in parallel: pathways organized around buyer jobs (not internal categories), a modular WordPress foundation, and motion used to reinforce hierarchy instead of adding noise.

The system increased publishing velocity and reduced design drift. New solution pages, platform content, and long-form resources could be shipped by recombining modules with clear boundaries and lightweight layout and art rules.

I owned the marketing-site information architecture and the modular page framework, and we partnered with the YCharts team on brand and content direction. The site needed to speak to multiple buyer modes—advisors, research teams, and leadership—without turning into a menu of features.

Constraint: it had to be WordPress-maintainable. That meant building reusable modules with guardrails (pairing rules, layout ranges, and art guidance) so the team could publish and iterate quickly without drifting off-brand.

0.1

Objective: translate “Smarter insights. Engaging conversations. Scalable growth.” into a site experience that answers evaluation questions quickly: what job am I here to do, which tools support it, and what should I click next to start a demo or trial.

0.2

We restructured the information architecture around buyer jobs, not internal categories: grow AUM, generate insights, research, and lead teams. That made the first click legible and ensured each pathway carried a coherent story for its audience.

From there, we defined a small set of key page types (solution, platform/tooling, about, resources) and designed each as a modular composition—not a one-off layout. Each module had a purpose, a content shape, and a few allowed variations so pages could evolve without becoming inconsistent templates.

To keep day-to-day publishing fast, we documented module pairing rules and lightweight art guidance so new pages and campaigns could be built in WordPress without redesigning every time. Motion was treated as wayfinding—reinforcing hierarchy and supporting scanning on long-form pages.