etf.com
ROLE
Lead Designer & Creative Director
SCOPE
Brand + Digital Product + UX Strategy + UI Design
Transforming Financial Intelligence Into
a Digital Experienceetf.com is a leading source for ETF intelligence, market news, research and financial tools. While at Ruckus, I led the creative direction for a comprehensive brand refresh and digital platform redesign—bringing the experience closer to the needs of modern investors while creating a stronger foundation for content, engagement and growth.
Bridging Finance
& TechnologyThe challenge was to modernize a trusted financial publication without losing the authority and credibility that made it valuable to its audience.
Inspired by financial newspapers and editorial publications, the visual system paired editorial typography with a contemporary digital framework. A distinctive green overlay, inspired by U.S. currency, became a recognizable visual device for highlighting key information and creating hierarchy throughout the experience.
The result was a platform that retained the credibility of financial publishing while creating a more contemporary digital experience.
Designing for Engagement
& GrowthThe redesign created more reasons for users to return while opening new opportunities for the business. Personalization allowed users to follow contributors and topics, receive tailored email updates and discover related content throughout the site.
I also worked with the sales team to integrate dynamic advertising and sponsored content into the design system—creating flexible opportunities for monetization without compromising the editorial experience.
Together, these features transformed etf.com from a destination for information into a more connected platform built for engagement and growth.
Financial Tools at Your FingertipsThe redesign brought ETF research and market intelligence into a more accessible, interactive experience.
Ticker Crawl
A real-time view of the day's biggest market movers, giving users an immediate snapshot of market activity.
ETF Screener
A powerful filtering and comparison tool allowing users to evaluate ETFs across fund basics, performance, fund flows, analysis, fundamentals, ESG data, and custom criteria.
Compare ETFs
A side-by-side comparison experience that lets users evaluate two ETFs across multiple variables while generating supporting data and visualizations.
ETF Fund Flows
An interactive tool allowing users to explore daily fund flows for individual tickers across a selected date range.
Stock Finder
A discovery tool allowing users to search for a stock and identify the ETFs that hold it.
A Smarter Financial
PlatformThe result was more than a visual refresh. etf.com evolved into a more connected digital experience—bringing together editorial content, personalized discovery, financial data, interactive tools and advertising within a single cohesive platform.
The project demonstrated how brand, UX, content and business strategy can work together to transform a complex information platform into an experience that is both more useful for its audience and more valuable to the business.