1. Financial Services Authority – Divorce & Separation Website
Sensitive subject. Straightforward approach.
The FSA (now the Money Advice Service) needed to people without giving finance advice (due to the regulated
explain the financial implications of divorce & separation nature of the financial marketplace).
to the public. It had to explain current UK law and guide
Research concepts
Shown left are six concepts put into research. Because of
its clarity of message and visual simplicity, number four
resonated best with the target audience.
1 Testimonials showcasing people who have
already been through the process. 2 Using fresh, natural imagery to emphasise the
potentially positive side of the situation. 3 Emphasising the usability and clarity of the
content on the site.
Wireframes
The site was fully
wireframed with
decisions on information
architecture being made
at this stage. Amends
too were made on the
wireframes to ensure
visual development time
was used as efficiently as
possible.
4 Emphasising the support available in simple,
clear language with stripped-down design. 5 Colourful, vibrant design with Flash animation
to create visual engagement. 6 Black and white reportage photography reflects
seriousness of subject in non-glamorised way.

2. Financial Services Authority – Divorce & Separation Website
Effectiveness
Since launch in May 2010 the site has grown from
3,000 to 6,500 visits per month, with a massive
peak in January of 16,000 which coincided with the
fall out from the festive season.
Visitors are averaging over 5 minutes per session,
with an average of 6 page visits. Analytics also reveal
that the carefully crafted user journey is enabling
people to find the information in exactly the way
planned.
Online Calculator
Interactive tool showing how
separated finances might split.