Creating a clearer first step into investing
Mandiri Sekuritas has operated as a licensed securities broker since 1992 and is supervised by Indonesia’s Financial Services Authority. Through MOST, or Mandiri Online Securities Trading, the company gives customers access to stocks, mutual funds, and bonds through digital channels.
As online investing became more accessible, MOST needed to reach a broader audience, including millennials who were increasingly familiar with digital financial services and interested in investment. The existing website already contained a wide range of features and information, but the experience had become difficult to navigate.
Suitmedia partnered with Mandiri Sekuritas to redesign the MOST website around clarity, education, and action. The objective was to make a complex investment platform easier to understand, more attractive to new users, and more useful for people ready to explore online investing.
A broad investment offering had become difficult to navigate
1. Digital investing was attracting a wider audience
Technology had made stock, mutual fund, and bond investing more accessible. Users no longer needed to begin their investment journey through a physical branch or a highly assisted process.
This created an opportunity for MOST to reach people who were new to investing, particularly younger audiences who were comfortable researching and managing services online.
But broader access also raised expectations. New users wanted to understand the products, the process, and the next step without needing specialist knowledge. MOST needed to make its digital experience as approachable as the idea of investing online.
2. The website contained too much information without enough direction
MOST already had many features across its homepage and sub-pages. The issue was not a lack of content. It was that users could struggle to understand how the information was organized.
When too many features compete for attention, visitors may not know where to start. A new investor might be unsure whether to explore products, learn about the platform, download an application, or open an account.
The website needed a stronger hierarchy that helped users move from interest to understanding and then toward action.
3. Investment content can be difficult for first-time users
Stocks, mutual funds, and bonds each involve different characteristics, risks, and decision-making processes. Users may understand that investing can support long-term financial goals, but still feel uncertain about the mechanics.
A website that assumes too much prior knowledge can discourage new investors. Conversely, a website that simplifies too aggressively may fail to provide the detail users need before making a financial decision.
MOST needed to balance education and usability. The experience had to make the first step easier without weakening the seriousness of the subject.
4. Millennials required a more current digital experience
MOST identified millennials as an important target audience. This group was accustomed to using digital products with clear navigation, visual content, fast interactions, and app-like experiences.
A website that felt dense or outdated could weaken trust before users even explored the investment offering.
The redesign needed to feel modern without becoming superficial. It had to communicate that MOST was capable of supporting a contemporary investment journey while remaining credible as a financial service.
5. The website needed to support different levels of intent
Visitors could arrive for different reasons. Some might be learning about investing for the first time. Others might already know what they want and need access to a trading or investment application.
These users needed different pathways. A beginner needed context and explanation. A more experienced investor wanted speed and direct access.
The site needed to support both without forcing every visitor through the same long journey.
6. Poor structure could affect conversion
A user who cannot find relevant information may leave before registering, downloading an application, or exploring MOST’s investment services.
This created a direct connection between website structure and business performance. The design needed to reduce uncertainty at the points where users made decisions.
The goal was not to push visitors toward an action before they were ready. It was to ensure that users who were ready could complete the next step without unnecessary friction.
7. MOST needed to connect website discovery with product use
MOST offered access through both a mobile application and a desktop application. However, the existing website did not make these options easy enough for users to find.
If visitors had to search for the correct application or understand the difference between the two independently, they might abandon the process.
The website needed a clear bridge between learning about MOST and accessing the tools required to invest.
8. Search visibility and website usability were connected
Mandiri Sekuritas wanted to attract more traffic and reach a broader audience. But search traffic would create limited value if users landed on a website they found confusing.
The redesign therefore needed to improve both discoverability and the experience after arrival. A clearer website could help visitors stay longer, explore more content, and understand how to continue.
This made the project about more than appearance. It was about improving the full path from being found to taking action.
Designing a website that makes a stock investment feel more approachable
1. Start with the user’s investment journey
Suitmedia approached the redesign by considering how different users would move through the website.
A first-time investor might begin by learning what MOST offers, exploring investment products, and understanding how to access the platform. A returning or experienced user might go directly to application downloads or a specific feature.
This helped shape a more flexible structure. The website could support education and direct access without treating either as the only valid user journey.
2. Use current design principles to attract new users
The redesign adopted a more contemporary UI and UX direction to appeal to millennials and other digitally comfortable audiences.
The goal was to make the website feel familiar to people accustomed to modern apps and digital services. Clear hierarchy, visual content, and straightforward navigation reduced the distance between the user and the platform.
A current design also supported brand confidence. Users could see that MOST was investing in the quality of its digital service.
3. Use empty space to make information easier to absorb
Whitespace was used to separate sections and give important messages room to stand out.
This helped prevent the website from feeling crowded, especially when presenting complex investment information and multiple product options.
Whitespace also improved reading and scanning. Users could focus on one message or action at a time instead of processing several competing elements.
4. Use visuals to explain and attract
The redesign incorporated videos, images, and graphics to support the written content.
Visuals helped make the website more engaging and provided alternative ways to understand the platform. A graphic could simplify a concept, while a video could communicate the experience more quickly than a long explanation.
This was especially useful for new investors, who might find visual examples more approachable than dense financial language.
5. Organize menus into clear sections
The website’s menus and features were reorganized into more logical sections.
This gave users a clearer sense of where to find products, information, services, and application access. The goal was to reduce the number of choices users needed to interpret at once.
A structured menu also supported future growth. New features could be placed within a clear framework rather than added randomly to the existing experience.
6. Create an app-like browsing experience
The website was designed to feel familiar to users who were accustomed to modern applications and search-based browsing.
This included clear controls, predictable navigation, visible actions, and a more direct route through content.
The experience did not need to become identical to a mobile app. It needed to carry over the qualities users valued in well-designed digital products: speed, clarity, feedback, and ease of use.
7. Use storytelling to explain the value of MOST
A storytelling-led structure helped connect the platform’s features with users’ goals.
Rather than presenting stocks, mutual funds, bonds, and applications as separate technical objects, the website could guide users through why they might consider investing and how MOST could support them.
Storytelling gave the platform a more human entry point. Users could begin with their financial interests and then explore the relevant product or service.
8. Use brand colors with a more refined balance
The design used a palette derived from the MOST and Mandiri Sekuritas identity, including blue, yellow, white, gold, grey, and black.
These colors helped maintain brand recognition while creating a more contemporary visual environment.
The palette also supported hierarchy. Different colors could help distinguish sections, actions, and supporting content without making the page feel visually noisy.
9. Add the “APLIKASI” feature as a clear action center
A new “APLIKASI” feature gave users direct access to download MOST Mobile and the MOST Desktop App.
This solved a practical problem in the user journey. Visitors could move from learning about MOST to selecting the application most appropriate for their device and investment needs.
The feature was particularly valuable for new users, who may not know where to find the official applications or how the mobile and desktop options differ.
10. Connect education with access
The application download feature was not treated as a separate technical link. It was positioned as part of the wider investment journey.
A user could explore the website, build understanding, and then move toward using the platform when ready.
This supported a more natural progression from awareness to action. The website did not need to force immediate conversion; it needed to make the next step visible when users reached it.
11. Make investment information easier to scan
Financial websites often contain important details that users need to compare and revisit.
The new structure helped users scan headings, sections, product information, and actions more efficiently. This allowed visitors to quickly identify what was relevant before reading in depth.
Better scanning supported different user types. New investors could find introductory information, while experienced users could move more quickly toward specific functions.
12. Design for mobile and desktop use
The website needed to support users who accessed information from different screens.
A responsive experience helped protect usability across smartphones, tablets, and desktops. Users could browse investment content and find application access without being forced into one device environment.
This also reinforced the message that MOST was designed for modern digital investing.
13. Consider search engines alongside user experience
The redesigned website was intended to support greater traffic and broader reach.
Clear structure and organized content could help search engines interpret the website more effectively while also making pages easier for users to understand.
This alignment mattered. Search optimization should not create content that is awkward for people to read. The strongest approach improves discoverability by improving clarity.
14. Create a platform for ongoing content development
The new structure gave Mandiri Sekuritas a stronger foundation for future investment education, product information, promotions, and digital service updates.
This made the website more adaptable as MOST evolved and user expectations changed.
A flexible foundation also reduced the risk that new features would recreate the clutter and confusion of the previous experience.
15. Use design to strengthen investor confidence
Financial decisions require trust. The website’s visual quality, structure, clarity, and performance all contributed to how users perceived MOST.
A more sophisticated website could communicate that Mandiri Sekuritas understood both the seriousness of investing and the expectations of modern digital users.
Trust was built through the complete experience rather than through visual styling alone.
A clearer platform attracted more attention and supported deeper exploration
1. MOST gained a more organized digital experience
The redesigned website brought together information, features, product education, and application access within a clearer structure.
Users could navigate the platform with less confusion and find the information relevant to their investment journey.
This strengthened MOST’s role as a digital entry point into Mandiri Sekuritas’ services.
2. The website attracted more than 108K visitors
Following the redesign, the MOST website recorded more than 108K visitors.
This showed that the platform was reaching a broad audience and creating more opportunities for people to encounter Mandiri Sekuritas and its investment services.
The increase in visibility supported the goal of attracting new users, including younger audiences.
3. Pageviews exceeded 705K
The website recorded more than 705K pageviews.
This suggested that visitors were exploring multiple pages and engaging with more than a single landing screen.
The pageview volume supported the value of the redesigned information architecture. Users had more content to discover and clearer reasons to continue through the site.
4. Application access became easier to find
The “APLIKASI” feature helped users locate and download the MOST Mobile and MOST Desktop App.
This reduced friction between website discovery and actual platform use. New users did not need to search elsewhere for the official access points.
The feature also supported device flexibility. Users could choose the application that fit their preferred way of managing investments.
5. Investment information became more approachable
The redesigned structure and visual content helped users explore MOST’s investment services with less effort.
The platform could communicate stocks, mutual funds, bonds, and online investing in a way that felt more accessible to new users.
This supported the broader objective of encouraging more people to learn about and consider digital investment.
6. The user journey became more conversion-ready
The new website created clearer paths from awareness to exploration and from exploration to application access.
Visitors could discover the brand, understand its services, and find the next action without navigating a confusing collection of features.
The result was a stronger environment for future registrations, downloads, and investment activity.
7. The website became more relevant to millennials
The visual style, mobile-friendly experience, videos, graphics, and app-like interaction helped MOST present itself in a way that aligned with digitally comfortable users.
The redesign did not rely on age-based assumptions alone. It focused on the qualities this audience expected from digital services: clarity, speed, visual engagement, and easy access.
This helped MOST become more approachable to a wider group of prospective investors.
8. Mandiri Sekuritas strengthened its digital brand presence
The website gave Mandiri Sekuritas a more contemporary way to present its online investment offering.
A clearer and more refined platform helped the company appear more competitive in a growing digital investment market.
The redesign supported both brand awareness and practical service access.
9. The platform created a foundation for future marketing
A better website gave Mandiri Sekuritas a stronger destination for digital campaigns, educational content, product updates, and investor communication.
Future marketing efforts could direct users to a platform better prepared to retain attention and support action.
The second-order effect was greater efficiency in digital acquisition. Campaign traffic had a more capable destination.
10. Users received a more comfortable browsing experience
The clean design, clearer menus, white space, and visual content reduced the effort required to explore the website.
This improved comfort and encouraged users to remain on the platform longer.
The result was a more supportive environment for researching investment decisions.
11. The website became a stronger bridge to online investing
The redesign connected information, education, and access to the MOST applications.
Users could move from learning about investment options to using the platform through a clear and credible path.
This supported the wider shift toward digital investment and helped Mandiri Sekuritas make its services more accessible.
12. The platform was positioned to evolve with the market
Investment behavior, technology, and user expectations would continue to change.
The new website structure and design gave MOST a stronger base for future features and communication.
The result was not only a fresher website, but a more adaptable digital platform for continued growth.
The deeper lesson: financial websites should make confidence easier to earn
1. Investment websites should guide, not overwhelm
Users often arrive with different levels of knowledge and intent.
A clear structure allows beginners to learn while giving experienced users faster access to relevant information. Good design supports both without making the website feel crowded.
2. Visual design can influence financial trust
Users may interpret a dated or confusing website as a sign of wider unreliability.
A clean, professional interface does not guarantee trust, but it creates better conditions for users to believe that the organization is capable and attentive.
3. Product complexity needs a progressive explanation
Stocks, mutual funds, and bonds cannot be explained effectively through one generic message.
Users need a broad introduction before they are ready for deeper product details. Progressive information helps them develop confidence without removing substance.
4. Application access should be part of the website journey
A website that explains a digital investment platform but hides the path to using it creates unnecessary friction.
The “APLIKASI” feature connected communication with action and gave users a clear next step.
5. Younger investors expect digital fluency
Millennials and other digitally comfortable audiences often compare financial services with the best digital experiences they use elsewhere.
They expect responsive design, clear navigation, visual explanation, and fast access. Financial institutions need to meet these expectations without losing seriousness.
6. Search visibility and usability should support each other
Traffic has limited value if users cannot understand the destination.
Good SEO and good UX share an important foundation: clear structure, relevant content, and pages that answer user questions.
7. Engagement is a step toward informed action
More visitors and pageviews are useful signs, but the deeper purpose is to help users understand investing and take an appropriate next step.
A successful platform makes it easier to learn, compare, download, register, and eventually invest with greater confidence.
8. Redesign should create long-term digital capability
A website update is most valuable when it improves the system’s ability to support future content, campaigns, services, and user needs.
MOST’s redesign created a platform that could continue evolving instead of returning to the same limitations.
Strategic Insights for the C-Suite
- Design investment platforms for confidence, not only conversion. Users need to understand products, compare options, and trust the provider before they act. Clear education strengthens commercial outcomes.
- Use information hierarchy to serve both beginners and experienced users. A layered structure allows new investors to learn while giving informed users a faster route to the tools they need.
- Make the next digital action obvious. If a website introduces an online investment platform, users should be able to access the official mobile or desktop application without searching elsewhere.
- Treat visual quality as part of financial service credibility. A modern, responsive, and well-organized experience signals that the institution is prepared to serve today’s digital customers.
- Build redesigns as adaptable growth platforms. The value of a website refresh lies in its ability to support future campaigns, products, content, and user expectations—not only in its initial appearance.
