Case study

Goldex website rebrand with the launch of Goldex Academy for investors

‘Goldex is a gold trading platform that champions ethical pricing, transparency, and accessibility. It empowers modern investors with tools to buy, sell, and store gold confidently, ensuring fair value and trust at every step.’

Role:

Lead UX Designer

Employer:

Goldex

Platform:

Website

Project length:

2 months

01/Context

Backstory

The CEO of Goldex was focused on securing investment, with app adoption metrics key to impressing private investors. Public misconceptions about gold investing—highlighted by the influential World Gold Council—posed a challenge, with many hesitant due to gaps in understanding. Managing the Goldex app and website, I took a strategic approach to boost user engagement and drive customer acquisition to support the company’s growth ambitions. At the same time, it became clear that the company needed a much-needed rebrand to elevate its website and align with its modern, innovative vision, ensuring the platform was both visually appealing and user-friendly to better engage potential investors and customers.

Breaking barriers to gold investing

The ‘Retail Gold Insights 2019’ report by the World Gold Council highlighted critical barriers for potential gold investors, reinforcing Goldex's mission to educate retail investors. 65% admitted to gaps in their knowledge, struggling to understand price drivers or finding the buying process too complex. Trust was another major hurdle, with over a quarter of first-time investors fearing counterfeit gold, 28% concerned about fake products, 21% doubting gold purity, and 14% distrusting sellers.

This data underscored the need for Goldex to simplify gold investing, addressing knowledge gaps and building trust. By educating retail investors and demystifying the process, Goldex aimed to encourage deposits and increase trading activity—key metrics to attract private investment and drive growth.

65% of potential gold investors say they have gaps in their knowledge around gold.

02/Understanding our investors

Understanding the investors

To better understand our customers, I conducted 36 calls and developed seven detailed personas. These deep dives revealed key insights into their investment habits and highlighted recurring themes like a lack of trust and knowledge. Hearing directly from users shaped our approach to educate and engage investors more effectively.

36 Goldex customers called / 7 Deep-dive personas recorded

Emerging themes

The insights revealed three clear themes. Credibility was a major concern, with 33 investors questioning trust in gold platforms. A lack of knowledge, raised by 27 investors, highlighted the need for better education. Crucially, every investor was using other platforms, emphasising the challenge of positioning Goldex as a trusted, competitive alternative. These findings shaped a focused strategy to build trust, educate users, and stand out in the market.

33 of the investors raised concerns over credibility.

27 of the investors cited lack of knowledge.

100% of the investors were using other investment platforms.

03/Building clarity

Ideating solutions

Over the course of a week, the CEO, Head of Operations, Head of Content, COO, and I worked together to identify viable ways to build trust with our client base while driving trading, deposits, and new sign-ups. We explored a range of ideas, leveraging our platform, website, and marketing channels.

Learning from the competition: insights to elevate Goldex

I conducted in-depth competitor research, analysing brand positioning, design, features, and content strategies. The goal was to understand how other investment platforms build credibility and educate investors. By applying these insights, we aimed to enhance our product, refine our brand, and position Goldex as the leading authority in gold investment education.

Research file I created to analyse competitors.

Strategic rebrand and academy launch

After in-depth discussions with the CEO, we recognised the need for a full rebrand of Goldex’s outdated website to build trust and align with our vision as a credible authority in gold investment. As part of this rebrand, we launched the Goldex Academy—a dedicated educational hub designed to demystify gold investing with engaging, accessible content inspired by platforms like BabyPips.com.

I led the redesign of the entire website, creating a modern, user-focused platform that seamlessly integrated the Academy. While the Head of Content developed the educational materials, we enhanced the experience with video content, produced through a trusted connection of the CEO. This project not only transformed Goldex’s digital presence but also positioned it as an invaluable resource for investors.

We decided on creating a website training hub to cement Goldex’s authority in gold investment education.

We seized the opportunity to rebrand the website, recognising that a modern, trust-building redesign was crucial for aligning with our vision and gaining customer confidence.

04/Bringing the vision to life

Crafting the user experience: mapping journeys and navigating flows

workshop • whiteboarding • team alignment

I organised and led a workshop with the co-founder and Head of Content, combining journey mapping and whiteboarding to explore user flows and site navigation for the rebranded website and Goldex Academy. Together, we mapped out key features, including account creation, reward incentives, course levels, feedback forms, and prompts to trade on the Goldex app. Using FlowMapp, I then designed a detailed sitemap to ensure the website delivered an intuitive and seamless user experience.

Whiteboarding exercise completed with the co-founder.

Sitemap exploration using flowmapp.

A journey map whiteboarding workshop.

Bringing the rebrand to life: hi-fi design and implementation

collaboration • UX QA • copy

I explored multiple iterations and revisions of the website rebrand, including the creation of the Goldex Academy as a dedicated educational resource. Collaborating closely with the Head of Content, I helped craft the website’s copy to align with the new brand identity. I also liaised with developers throughout the implementation process, conducting UX QA to ensure the site functioned smoothly and accurately reflected the designs.

Web designs for the website and Goldex Academy created in Sketch.