Cavalot Capital
Redesigning financial decision support
Turning user intent into high-value action through a conversion-focused redesign for clients managing equity and complexity.
DESCRIPTION
A boutique wealth management site redesigned to attract high-income clients with equity compensation by bringing clarity to complex finances and confidence to book a Discovery Call.
CONTEXT
Over six months, I collaborated with Cavalot Capital stakeholders, led discovery, UX strategy, content design, and built mid-fidelity templates. The redesign clarified user intent, introduced conversion-focused flows like persona selectors and calculators, and restructured the navigation to reduce friction and build trust.
PROCESS
I kicked off the project with a UX audit and SWOT analysis, then conducted a competitive landscape review to understand where Cavalot stood. From there, I mapped user journeys, crafted personas, restructured the sitemap, and built out a content strategy and mid-fidelity templates to guide the redesign.
Note: While this project was paused prior to usability testing and implementation due to a strategic pivot, the learnings continue to inform the firm's new direction.
MY ROLE
UX Designer
Content Strategist
TEAM
Me, Stakeholders
TOOLS
Figma
FigJam
Semrush
Squarespace
TIMELINE
6 months
Keep reading
BACKGROUND
Year-over-year, more companies have adopted equity compensation as a core part of employee rewards and this shift is expected to continue as a key differentiator for talent retention and wealth-building.
With more high-earning professionals navigating RSUs, ISOs, and IPOs, Cavalot Capital needed a site that clearly spoke their language and exemplified the support they actually need.
WHY REDESIGN?
The web analytics showed 3000+ website visitors* compared to 11 conversations started and 4 discovery calls booked over the previous 12 months.
It was obvious that Cavalot Capital was losing potential clients along the way.
*I was not able to obtain detailed data for specific pages.
OUR CHALLENGE
At the core, potential clients needed to trust that their wealth management firm has successfully navigated complex financial situations like theirs before and would do it again for them.
Cavalot Capital needed to showcase their expertise in navigating financial challenges that equity compensation holders face, then translate that into structure and content that helps user feel seen, supported, and confident in choosing them as their long-term financial partner.
DISCOVERY
Cavalot’s original structure and content felt overly firm-centric. Instead of listing out services, other firms appealed directly to the user.
Methods: Site map audit, competitive analysis, information architecture (IA) audit, UX audit, SWOT analysis, user journey mapping
DEFINITION
Understanding that equity comp holders face all sorts of different circumstances, we teased apart three different personas that could micro-target audients segments.
These personas guided everything from the sitemap to content strategy.
Methods: Persona development, stakeholder collaboration
STRATEGY
Catch, connect, convert
Start by catching all site visitors
We wanted to make sure we built the homepage as a catchall for any equity compensation holders vetting wealth management firms. This would allow us to reach the broadest audience.
Clarify user pathways based on needs
Broad information across the site wouldn't cut it for all pages, so we wanted to make sure our target audiences could easily find their respective pages and services easily.
Reduce search and cognitive load through simplification
Each target audience and service page needed to be easily accessible, in case users only superficially searched (e.g., just clicking through the main navigation).
Build incremental trust
Trust is key in choosing a firm to manage your nest egg. We wanted to build trust and transparency through interactive tools (such as fee calculators, etc.)
Design for easy conversion
Our primary goal was to increase the number of discovery calls booked. Our secondary goal was to increase the number of names and emails collected via lead magnets.
We needed to design every page to have 3 things: strong, visible CTAs, lead magnets like downloadable content, and ways to connect.
SOLUTION
From a catchall homepage to targeted landing pages, every journey and tool we built was to help users self-identify, feel confident, and take the next steps.
01
We crafted a broadly appealing homepage.
The first impression had to hit home. We led with a clear value proposition, immediately defining who we help and why it matters—all before the fold.
By casting a wide net, we aimed to grow the site visitor count, while offering aways for them to self-identify their specific challenges and dig deeper into the website for personalized content.
02
We guided users to content that fit them.
As users scrolled down the homepage, they were invited to define their own priorities through an interactive carousel. Each each selection further defined audience specific challenges and led them to a tailored landing page.
03
We made landing pages work harder.
We provided context at a glance, no-scroll CTAs that offer immediate value, and free tools that increased transparency and trust.
Additionally, we used the downloadable resources as lead magnets to collect potential client contact information for future follow up.
Added bonus: SEO for increased discoverability
Using Semrush, I identified highly targeted SEO keywords to inform landing page content strategy, increase discoverability and boost search engine ranking. We also created a content carousel that addressed FAQs for each persona, offering tailored content that spoke directly to the needs of each target segment.
04
We made our process interactive & intuitive.
We used responsive cards to distill Cavalot Capital’s three-step Integrated Wealth Management approach, giving users a clear, at-a-glance understanding without overwhelming them.
Scenario-based fee calculators allowed potential clients to see real cost implications in action—building transparency and trust before they even reached out.
RESULTS
After reaching mid-fidelity designs aligned with equity compensation holders, Cavalot Capital made the strategic decision to pivot toward a broader client base—including real estate investors, crypto holders, retirees, and other high-net-worth individuals.
While the original redesign wasn’t launched as originally indented, the work laid a strong foundation for future iterations. I left the team with:
A broad-to-narrow content funnel designed to guide users from general financial goals to personalized solutions
A refreshed site architecture and navigation strategy tailored to user needs, not internal structure
Interactive tools (like a persona selector and fee calculator) that built trust and empowered decision-making
Clear content patterns that can adapt to new personas without reinventing the experience
RETROSPECTIVE
Despite that this project didn’t end with a launch, I'm proud that it still made a difference for Cavalot Capital's future designs. It helped the team see how their site could connect more honestly with the people they serve, by focusing on catering to user needs instead of just listing services. It reminded me that design isn’t only about getting something live. It’s about listening, adapting, and being part of the bigger conversation that brings everyone to the table.