Visual Redesign ABI Website

Overview

ABI Commodity Futures' decision to redesign its digital presence was a strategic move to modernize its visual identity and optimize user experience (UX) for the Indonesian commodity trading market. The core goal was to establish a professional, secure, and accessible platform that aligns with the company’s reputation as a regulated, trustworthy brokerage. As the Web Designer, I led the end-to-end design process, transforming the platform into a modern digital hub that builds confidence for both existing clients and prospective investors.

Problem Statement

• Information Accessibility & Navigation: Users often found it challenging to locate essential information regarding service details, and regulatory compliance. The legacy structure suffered from cluttered navigation, which impeded user conversion.

• Trust and Professionalism Gap: Given the nature of commodity trading, credibility is paramount. The previous design failed to effectively highlight the company's status as a regulated entity, potentially causing apprehension among new users.

• Responsiveness & Visual Modernization: The older interface lacked a cohesive design language across different devices, leading to inconsistent user experiences. A comprehensive visual overhaul was necessary to reflect the company's commitment to technological excellence and transparency.

Research

I conducted a competitive audit of industry-leading commodity brokerage platforms in Indonesia and internationally. My research focused on identifying UI/UX best practices for fintech platforms, particularly how they communicate complex regulatory information and financial services. Key findings indicated that successful competitors prioritize a clean, minimalist aesthetic, intuitive "Call-to-Action" (CTA) buttons, and clear visibility of licensing and regulatory logos to instill immediate user confidence.

Ideate

Based on my findings, I developed low-fidelity wireframes to reorganize the information hierarchy. Key focus areas included:

• Hero Section Optimization: Designing a high-impact header that clearly articulates the company’s value proposition.

• Efficient User Experience Flow: Strategically placing internal link buttons (CTA) to seamlessly guide users through all pages of the website, providing clear information about the company profile.

• Regulatory Transparency: Ensuring that compliance information (legal status and supervision) is visually prominent throughout the user journey.

Designing