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Understanding why RFI Global's Website has a high bounce rate and low lead rate.

A User Research project for the Financial sector.

A User Research project in the Financial sector response to RFI Global's challenges with an ineffective website, this case study delves into a comprehensive UX research project aimed at understanding user needs, enhancing lead generation, and revamping the overall online experience. The strategic solutions provided have the potential to position RFI Global as a leading authority in financial insights.



UX Researcher, aiming to align RFI Global's digital presence with user needs while fostering a more intuitive and engaging experience.


  • A lead generation business model will outperform an
    e-commerce approach.

  • Understanding product details holds more significance than understanding user segments.


Conducting a thorough UX audit, heuristic analysis, competitor analysis, and feature analysis laid the foundation. This was complemented by stakeholder interviews, 101 user interviews, usability testing, and accessibility testing to extract valuable insights.


  1. User Understanding: Gain insights into users' expectations.

  2. Operational Efficiency: Increase website traffic.

  3. Credibility Enhancement: Establish credibility by improving the lead generation funnel.

Key Findings:


200+: Accessibility issues identified in the website.


6 months: Average time from discovery to conversion.


£30,000: Highest payment for a research program.


£2,500: Cost of shorter overviews and downloadable reports.

Problem Statement

As a financial services provider I'd like my website to be an effective lead generation tool and a provide a great user journey SO THAT my customers can convert easily.

UX Research Insights:


Decoding Data Demands

Users seek a breakdown of data types before purchase.

Frustration arises when explaining industry basics to sales teams.

Desire for understanding research methodologies and technologies.


Navigational Frustrations

Inconsistent mobile/desktop versions hinder accessibility.

Lack of clear message and product findability on the website.

Unnecessary scroll due to a lengthy header and footer.




Communication gaps in the website's proposition.

Outdated content impacts UX credibility.

Clearer user personas needed for tailored messaging.


Paths to


Sales paths lack clarity; direct sales effectiveness questioned.

Multiple paths to the same content cause confusion.

Difficulty in determining business model issues or navigation problems.



User Journey

Website lacks memorability and navigation clarity.

Confusing paths hinder task accomplishment.

Lack of clear problem statement affects user goal identification.

User Needs

User Pain Points

  1. Tailored Research for Product Teams

  2. Market and Sentiment Reports for Marketing/Insights Teams

  3. Reports and Data Sets for Consultancy Firms

  4. Raw Data for Data Analysts

  1. Explaining Financial Services to Salespersons

  2. Creating Lower-Level Documents for Clear Goals

  3. Inflexible Pricing and Long Sales Cycles

Heuristics Analysis:


Conduct tailored user interviews and prioritize site map improvements


Ideation sessions for optimal information architecture


Implement inclusive design and perform accessibility testing before launch


Create a clear problem statement based on research


Identify and address communication gaps, define user needs


Adopt a user-centric approach to define a friendly customer journey


Conduct user interviews and usability testing to refine navigation


Enhance content with modern imagery and research material hub


Perform a content audit, simplify language, and align with user needs


Create a content strategy and implement content with the right tone of voice

Competitor Analysis


Exemplary UX practices, clear navigation. Limited exploration of innovative features. Potential challenges in differentiating their offerings.


Strong categorisation, adheres to UX best practices. Possible areas for improvement in terms of unique features. 


Mostly user-friendly but contact details hard to find. Difficulty in finding contact details, potentially impacting user conversion.


Complies with user-friendly features, unclear newsletter placement. Areas for refinement in terms of content organisation.

Nilson Report

Lacks user-friendly functionalities, difficult navigation. Navigation challenges may hinder user satisfaction.

Gestalt Principles

Proximity and Similarity:
Organise content based on relatedness to enhance user understanding.

Hick's Law

Decision-Making: Minimise choices on key navigation points, reducing cognitive load.

Serial Position Effect

Content Hierarchy:

Prioritise and format information based on its position, ensuring key details stand out.

Fitts's Law

Optimise Click Targets:

Ensure clickable elements are appropriately sized and strategically placed for ease of interaction.

Suggested Psychology of Design Principles and Laws

Conclusions and Recommendations

Streamlined Navigation Bar

Simplify paths, focusing on products and data solutions.

Dedicated Data Solutions Page

​Highlight the importance of data solutions.

Industry-Focused Pages

Drive traffic with targeted content for specific industries.

Content Hub

Implement a searchable content hub with filtered content types and topics.

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© 2024 by Natalia Torres

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